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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 non-responders. 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