Joel Muñoz
Role
Senior marketing specialist at Gartner
Qualifications
Bachelor’s Degree in International Business and Marketing (ESCI-UPF)
Biography
Joel Muñoz is a growth marketer and strategist with over 8 years’ history across both online and offline channels within the tech, fashion and education industry. After earning his Bachelor’s Degree in International Business and Marketing at ESCI-UPF, he had the opportunity to expand his skills and knowledge in multiple countries in Europe and America as a freelance consultant and as an associate for startups and big corporates, specialising in content marketing, data analytics and performance marketing.
Subjects they teach
Web Analytics
Bachelor’s Degree in International Business and Marketing
Elective
Programme:
Bachelor’s Degree in International Business and Marketing
Web analytics for all types of businesses. The only difference is the complexity of the data. Web analytics objectives: prepare customer profiles, demographic segmentation and competition analysis to take strategic decisions. Impact of web analytics on marketing processes and sales. Analysis of business metrics such as traffic, potential customers and sales. Theory and basics of digital marketing analytics and practical applications of web analytics.
Understand the use of Google Analytics to link web analytics outcomes with digital marketing analytics outcomes and translate them into actionable business data.
Code:
40328
Créditos:
4 ECTS
Language:
English
Type of subject: Elective
Web Analytics
Master’s Degree in International Digital Marketing
Required
Programme:
Master’s Degree in International Digital Marketing
International digital marketing extends well beyond the bounds of your website. Web analytics alone does not provide sufficient data for marketers who are keen to understand its impact throughout the entire marketing and sales processes. While web analytics measures things of interest to webmasters or technical SEO specialists, digital marketing analytics measures business metrics such as traffic, leads and sales and allows you to observe which online events determine whether leads will become customers. This course builds on the theory and foundations of digital marketing analytics and focuses on practical applications of web analytics. You will learn how to use Google Analytics to implement tracking code and set up data filters, navigate the interface, set up dashboards and shortcuts and analyse basic audience reports, acquisition reports and behaviour reports, among others. You will also learn about techniques using segmentation, channel reports, audience reports, customer reports and conversion rate optimisation (CRO). The final objective is to enable you to link web analytics outcomes with digital marketing analytics outcomes and translate them into actionable business data. By the end of this course you will be able to use analytics tools to examine the online channels buyers interact with and will be able to identify new revenue opportunities from existing campaigns.