Degree in Business Intelligence and Data Analytics

Lead the transformation of companies through the use and analysis of data.

Digital analytics

Amongst the course objectives, we highlight the following: a) To develop the necessary skills to understand the KPI that measures the performance of an online business. b) To know the most relevant Digital Marketing practices and how to measure their performance. c) To acquire a general knowledge of how Google Analytics works and other tools. See how data analytics impacts every aspect of your business and prepare a proper response based on real data. d) To evaluate the results of the data analytics process and to demonstrate how to report the analyzed data. e) To be able to develop a Web Performance Plan that fits the objective of a real website.
Type Subject
Tercer - Obligatoria

Titular Professors



Previous Knowledge

The aim of this course is to provide solid knowledge about digital KPIs (Key Performance Indicators), tools to measure these KPIs, and ways to improve digital business performance. The syllabus for the course covers the following main topics:
- Web Analytics and KPI
- Know Your Customers: a data analytics framework to understand customers.
- How to create a data-driven Digital Marketing Strategy
- Improve the performance of an e-commerce website based on analysis of their data.

By the end of this course, students should be able to have achieved the objectives set up for this course and have developed the competencies listed below. In summary, they will have gained an in-depth understanding of website performance and the general use of digital data that impacts a digital business. At the end of the course, students should have acquired the following competencies:
- Advanced knowledge of Google Analytics.
- Content creation capabilities.
- Basic ability to design "professional" reports based on data.
- Digital Analytics professionals use everyday terminology.
- +10 tools to gather data.
- Self-learning.
- Critical Thinking.
- Development of Information management skills.
- Problem-solving skills.
- Teamwork.
- Intrapersonal knowledge and development.
- Interpersonal skills.
- Cross-cultural skills.


1. Introduction to Digital Analytics.
2. Defining KPIs for a digital marketing department in an online business.
3. Introducing Different tools of digital analytics.
4. Introduce Google Analytics: Set up, Real-time, report...
5. Google Analytics: Knowing the users. (Acquisitions).
6. Google Analytics: Driving traffic (Engagement).
7. Google Analytics: Increasing the conversion rate (Monetization).
8. Google Analytics: Advanced tools GA4 (Explorations).
9. Google Analytics: Challenges and improvement.


The course is a workshop-based class. Classes will be a mixture of theoretical concepts and case studies for students to learn general terms of Digital Analytics, combined with hands-on and workshop-based sessions performed by the professor and external visitors who 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 means of collecting online data. They will learn the importance of data for businesses and how it can be crucial to leveraging their online presence. During the course, they will learn step-by-step how to develop a proper Performance Plan that will be the core element of their final group project presentation.


To achieve their academic progress, students must attend all sessions and actively participate in the activities punctually. In addition to this, the following aspects will be considered for determining the final course grade:
- Attendance 10% (Individual)
- Personal quality and class participation 30% (Individual)
- Deliverable Case Study Assignments 50% (Group)
- Case study Presentation 10% (Group)

MIDTERM AND FINAL: This course has no Midterm and Final exams, but project work will apply the concepts we learn.

RETAKE POLICY: There are no retakes for this course's deliverable assignments group, attendance, participation, and group presentation. If the student is not working in any group on a satisfactory level as evaluated by the professor and/or attending/participating in a class at the minimum acceptable level as evaluated by the professor, s/he is not allowed to do any exam, including any of the exam retakes.

Evaluation Criteria
Basic Bibliography

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 (paperback) by Brent Dykes (2011).
- Successful Analytics eBook 1: Gain business insights by managing Google Analytics (eBook) by Brian Clifton (2015).
- Analytics Mania: learnings related to web analytics, mainly Google Tag Manager - (GTM) & Google Analytics (GA) (eBook) by Julius Fedorovicius (2016).
- Digital Marketing Analytics: making sense of consumer data in a digital world (Paperback) by Chick Hemann (2013).

Additional Material

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

Official resources from Google:
- Analytics Academy -
- Google Analytics 4
- Analytics Mania
- Support -
- YouTube channel -