AD-703 (D) RGPV B.Tech

Social Media & Web Analytics (SMWA)

The official syllabus is free to read, no account needed.

Syllabus units

Topics as the official RGPV syllabus lists them.

Unit 1 Social Media & Analytics 9

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 1 notes

Unit 2 Network Fundamentals 3

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, JavaScript 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 2 notes

Unit 3 Web Metrics & Analytics 4

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 3 notes

Unit 4 Facebook & Google Analytics 4

Facebook Analytics – Introduction, Parameters, Demographics
Analyzing Page Audience – Reach and Engagement Analysis
Post‑Performance on Facebook; Social Campaigns – Goals and Evaluating Outcomes, Measuring and Analysing Social Campaigns, Social Network Analysis, AdWords, Benchmarking, Categories of Traffic
Google Analytics – Brief Introduction and Working, Google Website Optimizer, Implementation Technology, Limitations, Performance Concerns, Privacy Issues

Unit 4 notes

Unit 5 Qualitative Analysis 4

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

Unit 5 notes