Category Archives: academic

Web Analytics: Online Marketing Measurement

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Good news: I’ll be returning to the classroom for the first time this Spring since “Marketing with Digital Media” at Columbia College way back in the mid-90s; teaching a new course that I’ve developed this time at my alma mater .

Here are the main areas that I’m planning to cover in Web Analytics: Online Marketing Measurement:

  • Develop a plan to measure online marketing based on solid best-practices
  • Know the essential technology of Web analytics and industry terminology
  • Learn how to use industry-standard tools like Google Analytics and Quantcast
  • Prepare meaningful actionable reports that communicate essential findings
  • Make fact-based recommendations and identify opportunities for optimization

Analytics has so many definitions – depends who you ask. What do people want to see?

25 Hottest Articles from Business Horizons

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A great resource for business and management research.

25 Hottest Articles from Business Horizons

  1. Corporate social responsibility, corporate governance, and financial performance: Lessons from finance • Discussion

  2. The market within: A marketing approach to creating and developing high-value employment relationships

  3. China’s outward foreign direct investment

  4. The evolution of corporate social responsibility • Discussion

  5. The power of business models

  6. What leads to cultural intelligence?

  7. Social entrepreneurship: Key issues and concepts • Discussion

  8. Blogging: A new play in your marketing game plan

  9. Socially responsible entrepreneurs: What do they do to create and build their companies?

  10. Global leadership success through emotional and cultural intelligences

  11. Building a capable organization: The eight levers of strategy implementation

  12. Corporate social responsibility: Doing well by doing good

  13. Lean, take two! Reflections from the second attempt at lean implementation

  14. Strategic corporate social responsibility as global brand insurance

  15. MIRR: A better measure

  16. Positioning Southwest Airlines through employee branding

  17. Innovation and efficiency: It is possible to have it all

  18. Saying it like it isn’t: The pros and cons of 360-degree feedback

  19. Lessons learned from renewable electricity marketing attempts: A case study

  20. Unprofitable customers and their management

  21. The value of human resource management for organizational performance

  22. The landscape of social entrepreneurship • Discussion

  23. Using product design strategically to create deeper consumer connections

  24. Ownership structure and the diversification and performance of publicly-listed companies in China

  25. The new value imperative for privately held companies: The why, what, and how of value management strategy