Роля на аналитичните инструменти при оценката на дигитални стратегии и политики на образователни продукти
Role of Analytical Tools in the Evaluation of Digital Strategies and Policies of Educational Products

Author(s): Daniela Tzvetkova, Pavleta Vankova
Subject(s): Social Sciences, Economy, Education, Business Economy / Management, Higher Education , ICT Information and Communications Technologies, Distance learning / e-learning
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: Learning Analytics; digital transformation; analytical tools; Google Analytics 4; Meta Business Manager; Hotjar; educational products; digital strategies
Summary/Abstract: In the context of accelerated digital transformation of higher education and online learning, analytical tools are establishing themselves as a key resource for strategic management and assessment of the effectiveness of educational products. The purpose of the report is to explore the role and importance of leading analytical solutions for assessing and optimizing digital strategies implemented by universities and educational organizations. The object of analysis are the Google Analytics 4, Meta Business Manager and Hotjar tools, as well as Learning Analytics practices, through which indicators of the effectiveness of digital marketing, student behavior and satisfaction, as well as the return on investment in digital campaigns are tracked. The methodological approach includes a systematic review of the literature, a comparative analysis of the capabilities of the selected platforms and an assessment of their application in a university context. The results show that the integration of analytical tools in digital strategies contributes to increasing the visibility of educational products, more precise targeting of audiences and the development of personalized approaches to learners.

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