IPLUSO 21878

Performance Metrics and Assessment

• ApresentaçãoPresentation

  The discipline of Metrics and Performance Evaluation aims to equip students with general knowledge about the field of Digital Analysis within the context of Digital Marketing and eCommerce. Generally, the area of digital analytics is dedicated to data analysis in order to understand and identify behavioral patterns and/or trends, with the goal of improving the current and future performance of a brand, product, service, or any other activity that exists or relies on digital means to exist. This discipline therefore intends to equip students with both theoretical knowledge about Digital Analysis and its implementation, as well as applied knowledge using software such as Google Analytics, Google Looker Studio, and Google Tag Manager. By the end of the course unit, students will be able to use Google Analytics as a tool for analyzing predefined metrics, and to create and analyze reports using Google Data Studio.
• ProgramaProgramme

  What is Digital Analysis Concepts Examples Application Exercises   Google Analytics What is it Structure Concepts Events Segments Audiences   Google Looker Studio What is it Visual representation of data Exercises Interface Functionalities Reports Graphics dimensions Matrics Data sources   Google Tag Manager What is it Tags, Triggers and Variables Debug Data Layer Implementation of measurement plan with GTM
• ObjectivosObjectives

  At the end of the semester, students will have acquired skills in the area of digital analysis using theoretical and practical tools that will facilitate their professional integration, namely Definition, implementation, and evaluation of digital measurement plans Performance appraisal based on data Development of analytical and critical data capabilities Development of forms of visual representation of information Working knowledge of digital analysis software
• BibliografiaBibliography

  Google Analytics 4 (GA4)    Documentação Oficial   https://support.google.com/analytics/ Google Analytics 4 (GA4)    Guia de Configuração    https://support.google.com/analytics/answer/9304153 Google Analytics 4 (GA4)    Curso Oficial   https://skillshop.exceedlms.com/student/path/50843-google-analytics-4-certification Google Looker Studio    Documentação Oficial    https://cloud.google.com/looker-studio/docs Google Looker Studio    Ajuda da Plataforma    https://support.google.com/looker-studio/ Google Looker Studio    Curso Oficial (Pro)    https://skillshop.exceedlms.com/student/path/663086-get-started-with-looker-studio-pro Google Tag Manager (GTM)    Visão Geral Oficial    https://support.google.com/tagmanager/answer/6003009 Google Tag Manager (GTM)    Guia de Início    https://support.google.com/tagmanager/answer/6102821 Google Tag Manager (GTM)    Curso Oficial    https://analytics.google.com/analytics/academy/course/5
• MetodologiaMethodology

  The curricular unit develops the use of practical cases and role playing in order to involve students in realities that they will encounter in the job market.
• LínguaLanguage

  Português
• TipoType

  Semestral
• ECTS

  5
• NaturezaNature

  Mandatory
• EstágioInternship

  Não