Analyzing Market Segments with Google Analytics

With the increasing availability of data and analysis tools, SUNY New Paltz School of Business, like many other business schools, is helping students learn data analytics to inform business decision-making. Dr. Shen is in the area of Marketing and teaches Digital Marketing Analytics, which helps students appreciate how website data are collected and analyzed to inform marketing decisions. In this webinar, Dr. Shen will demonstrate how he teaches market segmentation analysis of website data using Google Analytics. He will also introduce how he has worked, through a mentorship program, with HVDMA membership businesses, and discuss what else can be done to further our collaborative relationships.