Introduction As with all good business endeavors, business leaders will plan, organize, execute, and measure The six sigma improvement program called DMAIC (define, measure, analyze, and control) also has strong data measurement components The measure, analyze, and control elements all require the measurement of data This week's topic explores ways to measure and analyze the activity of a business' internet presence Specific topics include the tracking, collection, and monitoring of data It also includes topics of how to analyze the data collected and measuring conversion events Reading Assignment All required textbooks are listed and available for download from the course Syllabus Kutz, M (2016) Introduction to Electronic Commerce Combining Business and Information Technology Bookboon com Chapter 8 (pages 171 186) Watson, R T , Berthon, P , Pitt, L F Zinkham, G M (2008) Electronic Commerce The Strategic Perspective Global Text Project Li censed under a Creative Commons Attribution 3 0 License Chapter 5 Stokes, R (2020, April 20) e Marketing the essential guide to marketing in a digital world LibreTexts https biz libretexts org Bookshelves Marketing Book 3A eMarketing The Essential Guide to Marketing in a Digital World (Stokes)licensed by CC By NC SA 3 0 Chapter 15 Video Resources Digital Garage (2019, April 20) Tracking specific goals with web analytics Video YouTube https youtu be De159AHXqXI Digital Garage (2019, January 14) Making web analytics work for you Video YouTube https youtu be rBueIF2w3zs Written Assignment Define and discuss the following elements of web analytics Goals, events, and key performance indicators (KPI) Provide a couple examples of each Do some research on Google Analytics and describe how companies are utilizing analytics to increase business and retain customers Finally, offer a critical evaluation of where you see this reliance on data going in the future Paper Guidelines The paper should be 3 4 pages in length, in your own words, properly cite any outside resources

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Introduction As with all good business endeavors, business leaders will plan, organize, execute, and measure. The six sigma improvement program called DMAIC (define, measure, analyze,

Introduction

As with all good business endeavors, business leaders will plan, organize, execute, and measure. The six sigma improvement program called DMAIC (define, measure, analyze, and control) also has strong data measurement components. The measure, analyze, and control elements all require the measurement of data.

This week's topic explores ways to measure and analyze the activity of a business' internet presence. Specific topics include the tracking, collection, and monitoring of data. It also includes topics of how to analyze the data collected and measuring conversion events.

Reading Assignment

All required textbooks are listed and available for download from the course Syllabus.

Kutz, M. (2016).Introduction to Electronic Commerce: Combining Business and Information Technology.Bookboon.com

Chapter 8 (pages 171 - 186)

Watson, R.T., Berthon, P., Pitt, L. F.& Zinkham, G. M.(2008). Electronic Commerce: The Strategic Perspective. Global Text Project.Licensed under a Creative Commons Attribution 3.0 License.

Chapter 5

Stokes, R. (2020, April 20). eMarketing - the essential guide to marketing in a digital world.LibreTexts.https://biz.libretexts.org/Bookshelves/Marketing/Book%3A_eMarketing__The_Essential_Guide_to_Marketing_in_a_Digital_World_(Stokes)licensed by CC By-NC-SA 3.0

Chapter 15

Video Resources

Digital Garage. (2019, April 20). Tracking specific goals with web analytics. [Video]. YouTube. https://youtu.be/De159AHXqXI

Digital Garage. (2019, January 14). Making web analytics work for you. [Video]. YouTube. https://youtu.be/rBueIF2w3zs

Written Assignment

Define and discuss the following elements of web analytics: Goals, events, and key performance indicators (KPI). Provide a couple examples of each. Do some research on Google Analytics and describe how companies are utilizing analytics to increase business and retain customers. Finally, offer a critical evaluation of where you see this reliance on data going in the future.

Paper Guidelines

The paper should be 3-4 pages in length, in your own words, properly cite any outside resources.