SAS Web Analytics
Web Analytics and Web Intelligence Using SAS
As the Web has become more and more important for businesses, the need has emerged for sound measurement of the effectiveness of this channel and of the analytical tools to support continuous improvement of the customer experience. Online businesses gather an unprecedented amount of raw data about potential customers, but companies seek even more actionable insights (for example, by integrating their Web analytics data with data from offline sources, and applying advanced data mining techniques and predictive analytics to maintain deeper client relationships and enable one-to-one marketing). This course provides an overview of state-of-the-art Web analytics, as well as of advanced data mining techniques and applications that are suitable to the context of the Web. It will provide a sound mix of theory and practice, illustrated by several real-life cases and hands-on exercises using SAS Web Analytics, SAS Enterprise Miner, and SAS/STAT software.