Controlling and Performance Management
The Big Picture
Web based systems may provide powerful business and communication channels to current and potential customers. Starting with high-level objectives (e.g. business, communication or education objectives) successful organizations develop strategies to develop, enhance, deepen and maintain customer relationships. To answer the what, how and why of user interaction, web analytic tools are employed to make use of appropriate web metrics, yielding detailed reports and data that provide actionable insights (in terms of business objectives).
Intended Learning Outcomes
The students are able to gain actionable insights from the outcome of web analytic tools. Therefore they:
- know established techniques of capturing and monitoring web usage (e.g. server logs, script tags, web beacons…), proven web metrics, key performance indicators and other well established measures and are able to judge them critically in terms of business, communication and other kinds of objectives,
- know how to capture and measure the what, how and why of web based system usage, to design short- and long term tests, to analyse and to construe the data in terms of organizational objectives,
- know concepts and methods of web analytics, search engine optimization and multichannel-marketing and are able to judge them critically in terms of business, communication and other kinds of objectives,
- know and take into account national and international data privacy acts and
- are able to derive short- and long term web experimentation and analysis activities from high-level (e.g. business) objectives.
Structure of the Course
The data landscape
In this part we deal with questions concerning the data, such as quantitative and qualitative user/usage data and informations about the contextual environment (stakeholder, competitive data).
clickstream data and uncertainty
Beside the what and how the WHY of user interaction is essential for optimizing the relation between organizations and their customers. Some basic techniques are discussed in Kaushik  (page 169-193).
Metrics and Key Performance Indicators (KPI)
To distinguish between tool-based (metrics) and organizational relevant (KPIs) measures is essential. A strategy driven web analytics must start from the organizational high-level objectives (e.g. business or communication objectives) and properly deduce, construct and perform short- and long-term plans for controlling and improving their web channels. The use of Metrics, standard reports, meaningful KPIs and their relationship are discussed in  and .
Web Analytics Methodologies
Benchmarking and Segmentation
Web Metrics provides data which needs to be interpreted in terms of objectives. Therefor the data have to be segmented, processed, contextualized and reported. We discuss some the best practice way of Kaushik (pages: 88-100 and 213-229).
Didactic Concept, Schedule and Assignments
The course concept comprises basic readings, online workshops, online group work and an introductory and final on site presence. After a first introductory lecture on site, the subject is treated in three online workshops, that are supplemented by a session on site. Online workshops are held on three evenings with a duration of three hours each.
Introductory lecture on site
The introductory meeting deals with organizational course details and a workshop to address basic definitions and concepts of web analytics.
1st online workshop
This workshop consists of two phases: The first part is held in a seminarial form. The course subject (subject of the first workshop: data landscape) is presented in a highly interactive matter, open questions are discusses with the lecturer and among the students. For the second phase students form groups and choose a case study to address issues of chapter 2 (data landscape). Group presentations and a concluding discussion conclude this session.
2nd online workshop
The second workshop is based on basic readings of chapter 3 (metrics and KPIs) and 4 (web analytics methodologies). Starting with a given scenario (describing an organization and it’s web based system) the participants form groups, fill the role of stakeholders, form and negotiate high-level objectives. In the second phase they apply some web analytic methodology to their scenario and form a basic concept to carry out short- and mid-term web analytic activities. Findings are discussed in a concluding plenary session.
3rd online workshop
Main topics of the third workshop are chapter 5 (benchmarking and segmentation). The participants continue with their work from the 2nd workshop, refine their basic concepts in terms of internal/external benchmarking and data segmentation and discuss it according to their high-level objectives. Findings are discussed in a concluding plenary session.
Wrap-up session on site
This on site workshop is dedicated to clarify open questions of the students concerning chapter 6 as well as other course issues and to summarize workshop content. The wrap-up session is also used to complete the written examination (45 minutes).
The grading is based on
Past Course Pages