GOOGLE ANALYTICS: AN INTERESTING TOOL FOR TEACHING

The collection and analysis of data is a very important research area, particularly for companies. Marketing, advertising and sales depend to a large extent on consumption studies and customer trends. Until recently, this field was restricted to conducting surveys, marketing studies, social studies... With the advent of the Internet era, advertising has greatly expanded its form and the potential for action. And, with that, also the research on the collection and processing of data. But the analysis of data has not been restricted only to the field of marketing, but has been extended to other areas. Among them, education. The so-called Learning Analytics relates the collection and analysis of data with the educational field. The fundamental idea is to improve teaching through behavioral studies of students and teachers. The present study aims to establish the advantages and disadvantages, the expectations and the existing reality in this area of knowledge so recent and in constant expansion.