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The University of Southampton

MANG6468 Web Analytics

Module Overview

To introduce you to the key concepts of web analytics in the digital marketing discipline and how web analytics can build knowledge of online customer behaviour and campaign effectiveness that can be used effectively in the business environment within which marketers now operate.

Aims and Objectives

Learning Outcomes

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

  • how to recognise the role of web analytics within the digital marketing landscape;
  • how to identify, define and interpret commonly used web metrics and KPIs;
  • how to understand and discuss clickstream data collection techniques, their impact on metrics, and their inherent limitations;
  • how to gain a practical understanding of common monitoring or analysis tasks and techniques used in web analytics and how to effectively use the resulting insights to support website design decisions, campaign optimisation, search analytics, etc.
Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

  • make informed decisions on how to analyse and interpret web channel data and understand the difficulties and issues involved;
  • evaluate different types of software tools, techniques, and reports that are relevant to web analytics and understand the basics of how to apply them;
  • more effectively manage a web metrics programme within an organisational context.
Transferable and Generic Skills

Having successfully completed this module you will be able to:

  • manage time and tasks effectively in the context of individual study;
  • explain concepts clearly and critically apply findings;
  • plan the resources needed to capture, process and analyse data, and to evaluate and disseminate the outcomes.


• Understanding the key fabric of the Web. • Sources of data: clickstream data, online surveys, usability research. • Clickstream data collection techniques compared: web server log analysis, page tagging. • Web metrics and Key Performance Indicators (KPIs): from simple views and visitor counts to measuring content, engagement, conversions, etc. • Turning metrics into actionable insights: monitoring, trends analysis, dashboards, segmentation. • Navigation analysis (funnel reports, heat maps, etc). • Experimentation – A/B and multivariate testing. • Search analytics & search engine marketing measurement – measuring and optimising SEO and PPC efforts. • Current trends & challenges: web analytics & Web 2.0, multi-channel marketing management, web mining & predictive analytics.

Learning and Teaching

Teaching and learning methods

You will learn through a combination of lectures and/or guest presentations, group work, practical (computer- lab) sessions (where needed), and self-study.

Independent Study63
Total study time75

Resources & Reading list

Peterson, E (2004). Web Analytics Demystified: A Marketers Guide to Understanding How your Website affects your Business. 

Burby, J.; Atchison, S. & Sterne, J. (2007). Actionable Web Analytics. 

Ash, T (2008). Landing Page Optimisation: The Definitive Guide to Testing and Tuning for Conversion. 

Kaushik, A. (2007). Web Analytics: An Hour a day. 



Set exercises - non-exam


MethodPercentage contribution
Project  (2000 words) 100%


MethodPercentage contribution
Project  (2000 words) 100%


MethodPercentage contribution
Project  (2000 words) 100%

Repeat Information

Repeat type: Internal & External


Costs associated with this module

Students are responsible for meeting the cost of essential textbooks, and of producing such essays, assignments, laboratory reports and dissertations as are required to fulfil the academic requirements for each programme of study.

In addition to this, students registered for this module typically also have to pay for:

Printing and Photocopying Costs

There will be additional costs for printing and binding your dissertation.


Recommended texts for this module may be available in limited supply in the University Library and students may wish to purchase the mandatory/additional reading text as appropriate.

Please also ensure you read the section on additional costs in the University’s Fees, Charges and Expenses Regulations in the University Calendar available at

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