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This content is taken from the UNESCO UNITWIN Complex Systems Digital Campus's online course, Introduction to Data Science with Google Analytics: Bridging Business and Technical Experts. Join the course to learn more.

Skip to 0 minutes and 2 seconds Everyone is talking about data analytics but what is it? One important aspect of analytics is tracking the use of web sites, enabling their owners to collect and analyse data on how their site is being used. But raw data per se is not useful you need to make sense of it. Analytic techniques display results in ways that make them accessible to non-technical people.

Skip to 0 minutes and 37 seconds So ask yourself would your career be helped if you better understood who visits websites, and what they do once they get there? Would your organisation or company benefit? In fact - could you be the one who brings analytics to your workplace, or enables your organisation to use analytics better to achieve its goals.

Skip to 1 minute and 1 second This course will help you to take a first step in data analytics. In particular it will help you understand the power and functioning of Google Analytics a free and widely used industry standard web analytics service. By the end you will understand the scope and type of data you can collect and display.

Skip to 1 minute and 25 seconds But more than that - this course takes analytics a step further it offers you the chance to gain practical hands-on experience. You will see how code is added to a website enabling Google Analytics to collect data on its use. This website will be shared between all the people who take the course - you’ll see your collective data accumulate as the course progresses - how many of us access the site through time, where in the world we are, how many are using mobile phones to access the site, how we move through the site, and much more If you want to understand how analytics can open doors, then this course is for you.

Skip to 2 minutes and 10 seconds If you want to be that special person able to use their understanding of analytics to bridge between the technical experts and the business, this course helps you take those first steps. After all if your organisation doesn’t know what’s possible then it’s hard for it to act and make the most of its web presence.

First Steps in Data Science with Google Analytics

This course will enable you to take the first steps in data science to learn how web analytics can provide information for web site owners on how users navigate their sites.

  • For example, a website providing social information may expect users to move through the pages in a particular way in order to find what they need. But what if the users don’t use the site as expected and fail to find the information? How can website owners know so they can improve their sites?

  • As another example, consider a company selling a range of services or products. They want their users to find the relevant webpage as soon as possible, but what if they don’t? No sale!

  • More generally what if the owners of websites are targeting a particular group, e.g. young people seeking a holiday? How can they know the age profile of people accessing their site? Or which countries their users come from? Or whether they are using a mobile phone?

Web analytics provides answers to questions such as these and many more. In particular, on this course we will focus on Google Analytics, a free service that enables the owners of websites to collect a large variety of data on website use, and display it in ways accessible to everyone.

The course will show you how to use Google Analytics to generate tracker code that you can add to the code of your website. If you don’t have a website you can still get hands-on experience of using Google Analytics by collectively creating a database of web usage and viewing the display that Google Analytics creates.

Google Analytics in Action

Although the course formally ended on Sunday 28th July Google Analytics shows a spike of interest on Monday 29th July, as you can see in the graph below. This tells us that it is worth supporting the course a bit longer.

spike of interest

What do you think?

What do you expect from the course? Could it help you in your career? Do you already know about web science? Do you already have a project that needs user data and analytics?

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This video is from the free online course:

Introduction to Data Science with Google Analytics: Bridging Business and Technical Experts

UNESCO UNITWIN Complex Systems Digital Campus