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Digital Skills: Web Analytics

Learn about the role of analytics in business, the types of analytics and techniques used and why they are important.

53,217 enrolled on this course

Digital Skills: Web Analytics
  • Duration2 weeks
  • Weekly study2 hours
  • LearnFree
  • Digital upgradeFree

Explore the world of analytics and develop skills to grow your career

Running a successful online business often requires a good working knowledge of web analytics. On this course, you will explore the basics of analytics, different types of analytics and why they are important for business. You will discover concepts including segmentation and benchmarking and explore five steps to creating a measurement plan.

You will also learn the processes involved in creating a successful online business, including measuring objectives, outcomes and continually improving. And finally, you will learn how to apply analytics, looking particularly at Google Analytics.

Featured in the UK government’s The Skills Toolkit collection.

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Skip to 0 minutes and 10 seconds Hello, I am Ana, I work in advanced analytics. Welcome to the Analytics module.

Skip to 0 minutes and 15 seconds This module has four lessons: an introduction to analytics, analytics processes, analytics techniques, and analytics in practice.

Skip to 0 minutes and 26 seconds By the end of this Analytics module, you will be able to: One, understand what analytics is and why it’s important for business. Two, understand the role of web analytics for a successful online business. Specifically, we will look into analytics processes, measurable outcomes for your website, what conversions are, and why continued improvements are important. And then we will look into analytics techniques. These are benchmarking, segmentation, and creating measurement plans. Three, understand the challenges we face when trying to get the right data in reality. Four, understand what Google Analytics is and why it’s a useful tool. This module is assessed in two ways.

Skip to 1 minute and 9 seconds One, at the end of each lesson you have a multiple choice quiz with five questions on videos covered in the lesson. This will help to you check what you have learned. Two, at the end of the module, there is a task you can complete and upload to the site. In this task, you get the opportunity to go beyond what is taught in the videos and learn even more about analytics. We hope you enjoy the course.

What topics will you cover?

Week 1 - Introductory analytics

  • Explore different types of analytics and why they are important for business

  • Review the processes, including measuring objectives and outcomes, to continually improve your product or business

Week 2 - Techniques

  • Define segmentation and benchmarking

  • Explore five steps to creating a measurement plan

  • Learn to apply analytics by looking at some challenges for businesses

  • Practise how to start using Google Analytics

When would you like to start?

Start straight away and learn at your own pace. If the course hasn’t started yet you’ll see the future date listed below.

  • Available now

What will you achieve?

By the end of the course, you‘ll be able to...

  • Describe what analytics is
  • Explain why analytics is important for business
  • Identify the different types of analytics including descriptive, diagnostic and prescriptive
  • Describe the various web analytics processes and metrics used to measure online success
  • Describe the segmentation process and explain why it is a useful analytical technique
  • Identify the challenges faced by businesses in getting the right data
  • Describe what Google Analytics is and explain why it is a useful tool

Who is the course for?

This course is for anyone with an interest in web analytics who is looking to develop their entrepreneurial skills, preparing to enter the workplace or looking to change careers. No prior experience or qualifications required.

Interested in growing your digital skills more widely? Discover more Digital Skills courses from Accenture.

Who developed the course?


Accenture Digital Skills is a free, interactive series of courses which help and prepare people to build the digital skills necessary to gain a job or start a business.

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What's included?

Accenture are offering everyone who joins this course a free digital upgrade, so that you can experience the full benefits of studying online for free. This means that you get:

  • Unlimited access to this course
  • Includes any articles, videos, peer reviews and quizzes
  • Tests to validate your learning
  • A PDF Certificate of Achievement to prove your success when you’re eligible