As Peter Drucker said, “if you can’t measure it, you can’t improve it”. You can’t know whether you are successful unless success is defined and tracked. The problem is that according to ITSMA, 74% of marketers can't measure or report how their efforts impact their business. It’s uncertain whether this stems from lack of resources or lack of knowledge on using marketing analytics. However, with the rise of digital marketing, there’s no longer an excuse for failing to keep up with data. The aim of this course in to provide a solid knowledge about digital KPI (Key Performance Indicators), tools to measure these KPI and ways to improve the digital business performance.
Tipus assignatura
Coneixements previs

Amongst the course objectives, we highlight the following:
- To develop the necessary skills to understand the KPI that measure the performance of an online business.
- To know the most relevant, Content Marketing practices and how measure its performance.
- To acquire a general knowledge of how Google Analytics works as well as other tools. See how data analytics is impacting every aspect of your business and prepare a proper response based on real data.
- To increase the ability and skills necessary to use a CMS like Wordpress and its terminologies correctly to work collaboratively and find solutions to arising challenges.
- To be able to develop a Web Increase Performance Plan that fits the objective of a real website.


The syllabus for the course covers the following main topics:
1. Web Analytics and KPI
2. How to create data-driven Marketing Content Strategy
3. Know Your Customers: a data analytics framework to understand customers
4. Reporting: creating a digital dashboard with Google Data Studio
5. Creating a Website Performance Development Plan.


The course consists of two sessions per week, held in MFS 1.05 Classes will be a mixture between theoretical concepts and case studies for students to learn general terms on Content Creation and Analytics, combined with hands-on and workshop-based sessions, both performed by the professor and external visitors which will be experts in the subject. Students and professor(s) will perform collaborative exercises to further experiment with presented concepts, and work in groups on project development.

The aim of the course is to develop the student’s understanding of Digital Analytics as much more than a mean to collect online data. They will learn the importance of data for businesses and how they can be a key part to leveraging their online presence. During the course they will learn step-by-step how to develop a proper Performance Plan that will then be the core element of their final group project presentation.


In order to achieve their academic progress, students are expected to punctually attend all sessions and actively participate in the activities. In addition to this, the following aspects will be considered for determining the final course grade:
● Class participation.
● Website participation and collaboration.
● Pro-activity and creativity in group work and individual assignments.
● Punctual submission of proposed assignments
● SEO positioning achievements.
● Conversion achievements.

Criteris avaluació

At the end of the course students should have acquired the following competencies:
● Advanced knowledge about current analytics tools.
● Basic ability to design “professional” entries for a website.
● Everyday terminology used within Digital Analytics professionals.
● +10 tools to gather data.
● Self-learning.
● Critical Thinking.
● Development of Information management skills.
● Problem-solving skills.
● Teamwork.
● Interpersonal knowledge and development.
● Interpersonal skills.
● Cross-cultural skills.
● Creativity.

Bibliografia bàsica

No textbook is required. All the relevant information will be provided during the sessions and through the online platforms available. Students should bring their laptops to all sessions.

Recommended Readings:

- Web Analytics Action Hero: Using Analysis to Gain Insight and Optimize Your Business (paperbak) by Brent Dykes (2011)
- Successful Analytics eBook 1: Gain business insights by managing Google Analytics (eBook) by Brian Clifton (2015)
- Digital Marketing Analytics: making sense of consumer data in a digital world (paperback) by Chick Hemann (2013)
- Webs Analytics 2.0: The art of online accountability & science of customer centricity (paperback) by Avinash Kaushik (2009)

Recommended Blogs:

- Avinash Kaushik blog. Digital Marketing Evangelist for Google.
- : Content Marketing Institute

Material complementari