Syllabus - Social Media & Web Analytics (Open Elective-703 (D))

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.

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.

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

Facebook Analytics

Introduction, Parameters, Demographics. Analyzing Page Audience: Reach and Engagement Analysis. Post-Performance on FB; Social Campaigns: Goals and Evaluating Outcomes, Measuring and Analysing Social Campaigns, Social Network Analysis, AdWords, Benchmarking, Categories of Traffic.

Google Analytics

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

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.