Course Description

Students will learn to drive business value through a deep understanding of web analytics.  Course includes examination of web analytics, models, factors affecting search engine rankings, and inbound tactics including pay per click campaigns.



Professor of Record

 Jeff Rubin


Students who wish to learn to drive and measure website traffic through proven digital strategies. As part of a sequence, this course will equip students with employable skills in web analytics and digital strategy.

Learning Objectives

After taking this course, students will be able to:

  1. Define key industry terms.
  2. Craft a web analytics strategy using proven models to establish goals and key performance indicators. 
  3. Implement various web analytics tools.
  4. Utilize web analytics tools to gain insights from traffic data.
  5. Understand the importance of search engine optimization and design effective SEO strategies.
  6. Perform keyword research and analysis for search engine optimization.
  7. Manipulate page markup to implement proven technical search engine optimization techniques.
  8. Understand the value of inbound tactics and their impact on site traffic.

Course Syllabus

IST 322 Spring 2021 Syllabus - Michael Clarke

Other iSchool Courses

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