Social Media and web Analytics

Syllabus

KMBNMK05

SOCIAL MEDIA AND WEB ANALYTICS

Unit 1                                                                                                                                              6 Hours

Social Media & Analytics: Introduction to Social Media, Social Media Landscape, Social Media Analytics & its Need. SMA in Small and Large Organisations; Application of SMA in Different Social Media Platforms.

Introduction to Web Analytics: Definition, Process, Key Terms: Site References, Keywords and Key Phrases; Building Block Terms: Visit Characterization Terms, Content Characterization Terms, Conversion Metrics; Categories: Offsite Web, on Site Web; Web Analytics Platform, Web Analytics Evolution, Need of Web Analytics, Advantages & Limitations.

Unit 2                                                                                                                                              8 Hours

Network Fundamentals: The Social Networks Perspective - Nodes, Ties and Influencers, Social Network, Web Data and Methods.

Data Collection and Web Analytics Fundamentals: Capturing Data: Web Logs, Web Beacons, Java Script Tags, Packet Sniffing; Outcome Data: E-commerce, Lead Generation, Brand/ Advocacy and Support; Competitive Data: Panel Based Measurement, ISP Based Measurement, Search Engine Data; Organisational Structure.

Type and Size of Data, Identifying Unique page Definition, Cookies, Link Coding Issues.

Unit 3                                                                                                                                              8 Hours

Web Metrics & Analytics: Common Metrics: Hits, Page Views, Visits, Unique Page Views, Bounce, Bounce Rate & its Improvement, Average Time on Site, Real Time Report, Traffic Source Report, Custom Campaigns, Content Report, Google Analytics; Key Performance Indicator: Need, Characteristics, Perspective and Uses.

Graphs and Matrices- Basic Measures for Individuals and Networks. Random Graphs & Network Evolution, Social Context: Affiliation & Identity

Web analytics Tools: A/B testing, Online Surveys, Web Crawling and Indexing. Natural Language Processing Techniques for Micro-Text Analysis

Unit 4                                                                                                                                              5 Hours

Facebook Analytics: Introduction, Parameters, Demographics. Analyzing Page Audience: Reach and Engagement Analysis. Post-Performance on FB; Social Campaigns: Goals and Evaluating Outcomes, Measuring and Analyzing Social Campaigns, Social Network Analysis Like Instagram, Twitter, LinkedIn, YouTube etc. AdWords, Benchmarking, Categories of Traffic: Organic Traffic, Paid Traffic;

Google Analytics: Brief Introduction and Working, Google Website Optimizer, Implementation Technology, Limitations, Performance Concerns, Privacy Issues.

Unit 5                                                                                                                                              9 Hours

Qualitative Analysis: Heuristic Evaluations: Conducting a Heuristic Evaluation, Benefits of Heuristic Evaluations; Site Visits: Conducting a Site Visit, Benefits of Site Visits; Surveys: Website Surveys, Post-Visit Surveys, Creating and Running a Survey, Benefits of Surveys.

Web analytics 2.0: Web Analytics 1.0 & its Limitations, Introduction to WA 2.0, Competitive Intelligence Analysis and Data Sources; Website Traffic Analysis: Traffic Trends, Site Overlap and Opportunities.