Web Analysis: Advanced, Basic and Custom Training Program Options

Web analytics is an emerging field, so it does not have established curricula yet. However, there are certificate and master's degree programs that cover closely related and relevant material.

Essential Information

Web analytics is the practice of collecting and analyzing internet data for business and market research. Coursework on the subject can be found in some certificate programs in digital marketing. For those looking for more rigorous work, some master's programs in integrated marketing offer web analytics concentrations.

Digital marketing certificate programs can take less than a year to complete. Admission usually requires a high school diploma or equivalent, and some ask that applicants hold a bachelor's degree.

Master's degree programs often take about two years. Master's programs require a bachelor's degree, and some may require a GPA of at least 3.0, as well as minimum GRE or GMAT scores.

In general, both programs cover topics like data mining, direct marketing, and market research. Organizations like Google and the Web Analytics Association offer relevant certifications to candidates who meet education and experience requirements. Certification typically requires passing an exam.

Certificates Programs in Digital Marketing

Digital marketing certificate programs may include both basic and advanced Web analytics courses. Some web certificate programs specifically offer advanced courses. A number of the certificate programs, both on campus and online, offer electives so students may custom tailor programs to their needs. Programs may vary in terms of coursework required and the amount of class time needed to complete the program. Many programs are geared towards webmasters and marketing professionals.

Coursework will vary depending on the program. Particular courses pertaining to web analysis may be required or elective and can focus on topics such as:

  • Professional marketing software
  • Google analytics
  • Integrated strategies
  • E-mail and website data integration
  • Data analytics
  • Site-catalyst software

Master's Degree Programs in Integrated Marketing with Analytics Concentration

A limited number of master's programs in integrated marketing exist with a concentration in marketing analytics. Instruction in web analytics is included, along with other related topics. Integrated marketing combines different marketing methods, including direct marketing, one-to-one marketing, and mass marketing. Web analytics is a major part of direct marketing. Some programs prefer, but do not require, two years of professional marketing or related experience.

Among the great variety of courses offered in these master's degree programs, a number of topics are related to web analytics. They include:

  • Analyzing data using click-streams, PPC, SEO/SEM and e-mail
  • Data-mining techniques and SAS software
  • Interactive and direct marketing
  • Marketing research and statistics
  • Consumer-centric marketing techniques
  • New strategy experimentation

Popular Career Options

Careers in web analysis all have the same analytics basis. Career titles depend on focus and employer size and include:

  • Director of web research and analytics
  • Website analytics manager
  • Technical team leader in web analytics
  • Web analytics consultant
  • Web analytics data warehouse administrator

Employment Outlook and Salary Information

According to, as of January 2016, web analytics specialists made a median annual salary of $60,939. Salaries in the field ranged from $38,739 to $95,152 at that same point in time. Popular industries for this field include advertising, marketing, and retail, as well as insurance and financial services.

Continuing Education

Taking individual web analytic-related courses from other various certificate programs may offer a different focus while enhancing one's education in the field. Several kinds of certifications are also available.

Google offers its own certification in AdWords. Global recognition accompanies this certification and indicates that the certified individuals can effectively administer AdWords campaigns.

The Web Analyst Certification, offered by the Web Analytics Association (WAA), identifies analysts as having the wide knowledge and excellent abilities needed to analyze and solve problems for web businesses. Two paths exist for eligibility to test for this certification. The first is a high-school diploma plus a minimum of 5 years experience in online business, with experience in web analytics for 3 or more of those years. The second is at least a bachelor's degree and 3 years of experience in web analytics.

There are no dedicated web analytics educational programs, but the field is growing and there are professional certifications available. For now, students interested in marketing and data analysis can look to certificate programs in digital marketing or master's programs in integrated marketing for web analytics courses and concentrations.

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