Code
MGYF STR 5932
Level
M2
Field
Stratégie
Language
Anglais/English
ECTS Credits
2
Class hours
28
Total student load
40
Program Manager(s)
Department
- Management, Marketing et Stratégie
Educational team
Introduction to the module
Data now sits at the heart of business decision-making, particularly in the digital world where every user interaction can be measured, analysed and leveraged.
This module asks students to take on the role of web analysts for a real e-commerce website or mobile application, working with the platform's actual data collected through Google Analytics.
Over four days, students learn how to frame a measurement strategy, explore and interpret behavioural data, assess the performance of acquisition channels, and turn insights into actionable business recommendations.
The module ends with an oral presentation in front of a panel, under the conditions of a professional deliverable.
Learning goals
- 6. Concevoir et/ou piloter des solutions de gestion innovantes en veillant à garantir une création de valeur soutenable pour toutes les parties prenantes
Learning objectives
- 6.1 - Design, develop and implement policies and practices conducive to the dynamism of the organisation, in order to resolve identified issues, taking into account the specific characteristics of the business context.
- 6.2 - Optimise the use of tools adapted to different areas of management, and define and interpret relevant KPIs in order to measure and guarantee sustainable value creation for all stakeholders.
- 6.3 - Produce and analyse key summary documents to ensure optimal, sustainable management, ensuring alignment with the organisation's vision, mission and values.
- 6.4 - Audit the associated risks by mobilising strategic analysis and decision-making tools, identifying and assessing the weaknesses/risks associated with the tools used, in order to recommend sustainable management solutions.
Course Learning objectives
À l'issue de ce module, l'étudiant sera capable de :
1. Cadrer la stratégie de mesure — traduire les objectifs business en KPIs actionnables et cartographier les événements clés du parcours d'achat.
2. Auditer le comportement d'achat — construire un rapport d'entonnoir et segmenter les audiences pour repérer les points de décrochage.
3. Analyser la rentabilité — croiser acquisition et ventes, et interpréter l'attribution du chiffre d'affaires par canal.
4. Traduire la donnée en actions — extraire des insights et formuler des recommandations business.
5. Restituer les résultats — structurer et présenter une synthèse percutante à l'oral.
Content : structure and schedule
Over four days, students work in teams to analyse a real website or mobile application. They are given access to the platform's actual data through Google Analytics.
Acting as analysts, they are asked to assess the business performance of this website or mobile application and, based on the insights drawn from this analysis, to propose data-driven improvement recommendations. The programme covers six complementary strands: measurement strategy, acquisition, exploration of purchasing behaviour, user profiles, product sales analysis and monetisation — before moving on to reporting insights and recommendations. The course concludes with an oral presentation in front of a panel.
The module is structured around the five course learning objectives and takes place over four days, each combining two areas of the programme:
Day 1 — Measurement Strategy & Acquisition
• Morning: Measurement strategy framing — translate business objectives of the website/app into KPIs, break down key actions into events and conversions.
• Afternoon: Acquisition — overview of traffic sources and marketing channel comparison.
• Deliverable: Business equation and initial acquisition diagnosis.
Day 2 — Conversion & User Profiles
• Morning: Conversion — build a funnel exploration report to visualize the purchase path and locate drop-off rates.
• Afternoon: User profiles — audience segmentation to build typical profiles and isolate specific purchasing behaviors.
• Deliverable: Conversion funnel analysis and user profile typology.
Day 3 — Product Sales Analysis & Monetisation
• Morning: Product sales analysis — performance by product and category, most viewed/sold products, product conversion rate, purchase associations.
• Afternoon: Monetisation — profitability by channel (cross-referencing acquisition/sales, ROI) and attribution models (last-click vs multi-touch) to optimize marketing budgets.
• Deliverable: Product performance analysis, acquisition analysis, and budgetary recommendations.
Day 4 — Insights & Recommendations
• Morning: Data storytelling — extract actionable insights and build analytical narration based on detected anomalies and opportunities. Development of concrete recommendations.
• Afternoon: Presentation in front of a panel.
• Deliverable: Final presentation deck and oral defense before a panel.
Sustainable Development Goals
ODD 9 — Industrie, innovation et infrastructure
Ce module contribue à l'ODD 9 en développant la maîtrise d'outils numériques (Google Analytics) et de méthodes d'analyse de données qui soutiennent l'innovation dans les pratiques de gestion et la transformation digitale des organisations.
ODD 8 — Travail décent et croissance économique
Il contribue également à l'ODD 8 en formant les étudiants à optimiser, grâce à une utilisation responsable et rigoureuse de la donnée, la performance économique des organisations, condition d'une croissance durable et créatrice d'emplois.
SDG 9 — Industry, innovation and infrastructure
This module contributes to SDG 9 by developing the mastery of digital tools (Google Analytics) and data analysis methods that support innovation in management practices and the digital transformation of organisations.
SDG 8 — Decent work and economic growth
It also contributes to SDG 8 by training students to optimize, through a responsible and rigorous use of data, the economic performance of organisations, which is a condition for sustainable growth and job creation.
Number of SDG's addressed among the 17
2
Learning delivery
synchrone
Pedagogical methods
Séminaire / cours : Oui — Les notions nécessaires au projet sont introduites progressivement et mises en application pendant les activités.
Étude(s) de cas : Oui — Les étudiants travaillent sur les données réelles d’un site web ou d’une application mobile.
Travaux pratiques : Oui — Les étudiants mettent en pratique des outils et méthodes de travail pour réaliser le projet demandé. Ces outils et méthodes de travail leur sont transmis pendant les activités, et le projet leur permet de les mettre en pratique sur un cas réel, pour acquérir leur maîtrise professionnelle.
Présentation(s) : Oui — Les équipes présentent le résultat de leurs analyses et leurs recommandations devant un jury et répondent à ses questions.
Composante de formation à distance : Non — Le module se déroule en présentiel. Les outils numériques et l’IA sont utilisés pendant les séances.
Accompagnement : Oui — Les équipes bénéficient de retours réguliers et d’un accompagnement des enseignants tout au long du projet.
Parcours d’apprentissage : Oui — Les étudiants progressent étape par étape. Le cours est structuré de manière à les faire avancer, jour après jour, depuis le cadrage de la stratégie de mesure jusqu'à la restitution finale des résultats, chaque étape s'appuyant sur les compétences acquises lors de la précédente.
Jeux de stratégie / compétitions : Oui et Non — Le module permet d’acquérir des compétences nécessaires au pilotage de la stratégie d’entreprise : la mesure de la performance. Cela vise à obtenir un avantage compétitif pour l’entreprise. Par contre, pendant le module et dans la classe, on privilégie la coopération, les échanges entre équipes et l’apprentissage collectif plutôt que la compétition.
Seminar / lecture: Yes — The concepts required for the project are introduced progressively and applied during the activities.
Case study/ies: Yes — Students work with the real data of a website or mobile application.
Hands-on work: Yes — Students put tools and working methods into practice to carry out the requested project. These tools and methods are taught during the activities, and the project allows students to apply them to a real case in order to build professional proficiency.
Presentation(s): Yes — Teams present the results of their analyses and their recommendations in front of a panel and answer questions.
Distance-learning component: No — The module is delivered in person. Digital tools and AI are used during the sessions.
Coaching/support: Yes — Teams receive regular feedback and support from the teaching staff throughout the project.
Learning pathway: Yes — Students progress step by step. The course is structured to move them forward, day after day, from framing the measurement strategy to the final presentation of results, each stage building on the skills acquired in the previous one.
Strategy games / competitions: Yes and No — The module builds skills required to steer corporate strategy through performance measurement, aimed at gaining a competitive advantage for the company. However, within the module and the classroom, cooperation, exchanges between teams and collective learning are favoured over competition.
Debate(s): Yes — Students are asked to explain, argue for and defend their choices throughout the module.
Evaluation and grading system and catch up exams
The final grading is presented in text-only format for maximum clarity:
Group assessment (40% of the final grade)
• Objective: Produce a complete analysis of the business performance of a website or mobile application using 12 months of Google Analytics data.
• Formative assessment (during sessions): Regular feedback from teachers at the project's main milestones (framing the measurement strategy, exploration, interim review), to help the team adjust its way of working ahead of the final presentation.
• Summative assessment (final presentation): Each team presents the business performance analysis report and the resulting optimisation recommendations to a panel, followed by a question-and-answer session.
• Criteria: Use of tools and methods (Google Analytics, conversion funnel, segments, attribution), scientific rigour of the analysis, relevance and clarity of the recommendations, quality of the oral presentation.
Individual assessment (40% of the final grade)
• Objective: Individually demonstrate mastery of the course's five learning objectives (CLOs).
• Formative assessment (throughout the module): Teacher feedback during team activities, interim discussions and short presentations, on each student's progress against the five CLOs.
• Summative assessment (individual continuous assessment): Individual mastery of the five learning objectives is assessed throughout the module based on observable contributions, discussions with teachers, answers to questions, and the final presentation.
• Criteria: The five course learning objectives (CLOs) defined in section 5 constitute the five criteria for the individual assessment.
Personal involvement and contribution (20% of the final grade)
• Objective: Actively engage in teamwork and help create conditions favourable to cooperation within the team.
• Summative assessment (continuous assessment): Personal involvement and contribution are assessed by teachers based on behaviours observed over the four days. Feedback from other team members (peer review) supplements these observations.
• Criteria for participation and engagement: Actively takes part in activities and makes a concrete contribution to the project's objectives.
• Criteria for collaboration and inclusion: Cooperates effectively with others, listens to different points of view, and encourages everyone's participation.
In summary (Grading)
• Group assessment: 40%
• Individual assessment linked to the five CLOs: 40%
• Personal involvement and contribution: 20%
Make-up exam (CF2)
• Format: Analysis of a website or mobile application, submitted individually in writing. The student must analyse the business performance of the relevant website or application (acquisition, conversion, monetisation) and formulate optimisation recommendations, using the same tools and methods covered in the course (Google Analytics, KPIs, conversion funnel, segments, attribution models).
• Conditions: The grade is capped at 10/20. If the CF2 is not passed, an extension of studies may be granted by the academic board.
Module Policies
Professor-Student Communication
The professor will contact the students through their school email address (IMT-BS/TSP) and the Moodle portal.
No communication via personal email addresses will take place. It is the student responsibility to regularly check their IMT-BS/TSP mailbox.
Students can communicate with the professor by emailing him/her to his institutional address. If necessary, it is possible to meet the professor in his office during office-hours or by appointment.
Students with accommodation needs
If a student has a disability that will prevent from completing the described work or require any kind of accommodation, he may inform the program director (with supporting documents) as soon as possible. Also, students are encouraged to discuss it with the professor.
Class behavior
Out of courtesy for the professor and classmates, all mobile phones, electronic games or other devices that generate sound should be turned off during class.
Students should avoid disruptive and disrespectful behavior such as: arriving late, leaving early, careless behavior (e.g. sleeping, reading a non-course material, using vulgar language, over-speaking, eating, drinking, etc.). A warning may be given on the first infraction of these rules. Repeated violators will be penalized and may face expulsion from the class and/or other disciplinary proceedings.
Learners are expected to strictly adhere to the class schedule provided in their timetable.
The tolerated delay is 5 minutes. Attendance will be declared on Moodle during these 5 minutes via a QR code provided by the teacher at each course start.
Each half-day of unexcused absence or lateness will result in a penalty of -1 point on the final course grade.
Student should arrive on time for exams and other assessments. No one will be allowed to enter the classroom once the first person has finished the exam and left the room. There is absolutely no exception to this rule. No student can continue to take an exam once the time is up. No student may leave the room during an examination unless he / she has finished and handed over all the documents.
In the case of remote learning, the student must keep his camera on unless instructed otherwise by the professor.
Honor code
IMT-BS is committed to a policy of honesty in the academic community. Conduct that compromises this policy may result in academic and / or disciplinary sanctions. Students must refrain from cheating, lying, plagiarizing and stealing. This includes completing your own original work and giving credit to any other person whose ideas and printed materials (including those from the Internet) are paraphrased or quoted directly. Any student who violates or helps another student violate academic behavior standards will be penalized according to IMT-BS rules.
Textbook Required and Suggested Readings
Croll, A. & Yoskovitz, B. (2013). Lean Analytics: Use Data to Build a Better Startup Faster. O'Reilly Media.
Kaushik, A. (2010). Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity. Sybex.
Peterson, E. T. (2004). Web Analytics Demystified. Celilo Group Media.
Centre d'aide officiel Google Analytics (support.google.com/analytics), pour la documentation technique de l'outil utilisé en cours.
Keywords
Digital marketing, acquisition, conversion, e-commerce, tunnel de vente, KPI, segmentation, attribution, data storytelling, Google Analytics.