Nereo Sciutto is President and Co-founder of Webranking (the leading search marketing agency in Italy). Author of ""Managing to evaluate websites, how to control costs and to measure the results of an investment on the Internet,"" Il Sole 24 Ore, Milan, 2003. Previously, he has been a member of the committee of directors of IAB Italy. His main areas of expertise include: SEO, SEM, Web Analytics Intrapreneurship, Web Marketing, Public Speaking, Qualified Teacher Blogging, Online Advertising, Google Adwords, Conversion Optimization, Digital Marketing, Online Marketing, Marketing, New Media, E-commerce, Social Media Marketing, Web Project Management, Google Analytics, Digital Strategy, Advertising, User Experience, Affiliate Marketing, Mobile Marketing. He obtained the title of Software Engineer at the University of Modena and Reggio Emilia.
The purpose of the course in Digital Analytics is to provide the most widespread analysis methods used in the field of web marketing. The course will explain analytics, starting from the definition of the objectives and KPI onto advanced report and data visualization. It will also include a strong technical and informatic component through which it will be possible to implement various analytics strategies. Google Tag Manager and Google Analytics will be the main instruments available.
This course explore how search marketing works, both SEO (Search Engine Optimization) and paid search. Web analytics and CRO (Conversion Rate Optimization) topics are also covered as well as: industry main player and trends, software tools, testing methodological approach. Students will also be challenged to test the theories through real business cases.