Every click, visit and bounce on a company website tells a story — the challenge is knowing how to read it. Web analytics turns that raw activity into indicators a business can actually act on, whether it's measuring the success of a marketing campaign or spotting a rising or falling trend before it becomes a problem.

This course introduces the principle behind web analytics and shows how companies use it to study their own performance and customer behaviour, since the internet is one of the era's most powerful tools for presenting a company, promoting a brand and running advertising campaigns. Seeing the real impact of that activity on web users is what turns raw data into useful conclusions.

The Arab British Fellowship Training Academy offers this introductory course to anyone who wants to understand the principle web analytics is based on and how companies use it in their business research.

Who Should Attend

• Computer-department managers and information/technology developers in institutions and companies.
• Internet, search-engine and communications-department managers, plus information-systems developers and network-protection experts.
• Business owners and managers, department directors, and students building their skills in communication and web centres.

Programme Outcomes

By the end of the course, participants will be able to:

• Explain the web-analysis principle and how to process it in practice.
• Use web analytics to extract accurate statistics from a company's business activity.
• Link media and advertising performance to web analytics and measure the success rate achieved.
• Run a comprehensive market-indicator study on a newly launched product.

Module 1: Web Analytics and Business Strategy

• How web analytics connects to a company's strategic plan and the timing of marketing campaigns.
• Using web analytics to gauge the success of a business, product or advertisement online.

Module 2: Turning Data Into Reports

• Preparing statistical studies and data tables on a company's market position and customer interest.
• Studying user movement and activity levels on a website.

Module 3: Information Systems Foundations

• What information systems are, why they matter, and how to engineer and assess them.

Module 4: Securing Information Systems

• Strategies for confidential-information security, ISM, access-protection methods, and smart-card technology.

Module 5: Advanced Information Systems Practice

• Scientific and methodological foundations for managing information systems, and studying features that connect organisations to successful companies.

Module 6: Measuring Visitor Activity

• Tracking the number of visitors to a company page over a specific period of time.