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To effectively measure digital marketing programs, it is critical to integrate Web analytics and e-mail profile data. Gain helpful information that maximizes return on investment by tracking and analyzing the behavior of customers, browsers, and nonresponders. Topics include extracting conclusions from data found in abandoned shopping carts; site recency, frequency, and monetary (RFM) analysis; site usage; domains and URLs; keywords and search engine placement; measuring unique visitors; and e-mail campaigns. Learn about analytics software used for Web mining, how data is passed between applications, the importance of real-time updates, and warehousing options.
http://www.sps.nyu.edu/content/scps...950