B2B Marketing Blog - TopRank®

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Web Analytics Association developing university program

In a partnership between the Web Analytics Association (WAA) and the University of British Columbia the first comprehensive university-level web analytics program is under development. The program is called the Web Analytics Award of Achievement and will be delivered 100% online.

Learning Units will be divided between Opinions and Case studies. Course content will cover three primary areas:

  1. Web Site Optimization – Usability, Search Engine Optimization, Navigation, Checkout Funnels, Visitor Paths
  2. Measuring / Managing Marketing Campaigns – Creative Testing, Pay-Per-Click, E-mail Marketing, Banners / other Display ad units, Rich Media
  3. Analytical Business Culture – “People issues” including organizational buy-in for analytics usage and data-driven decision making, choosing and deploying the right solutions to meet business needs, staffing and training the organization properly, and communicating information to diverse constituents.

From the initial information offered by WAA and UBC, the course looks like a great opportunity for anyone involved with web site development or marketing to improve site sales performance. The program is just starting to be developed now, so it’s very early. When I have more information on availability, rates, etc I’ll be sure to post.

Tags: web analytics, WAA, SEO, search engine optimization

About Lee Odden

@LeeOdden is the CEO of TopRank Marketing and editor of TopRank's B2B Marketing Blog. Cited for his expertise by The Economist, Forbes and the Wall Street Journal, he's the author of the book Optimize and presents internationally on B2B marketing topics including content, search, social media and influencer marketing. When not at conferences, consulting, or working with his talented team, he's likely running, traveling or cooking up something new.