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AD-703 (D) Social Media & Web Analytics Notes

5 notes for Social Media & Web Analytics, unit by unit.

Unit 1 · Short notes 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
Unit 2 · Short notes 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, 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 3 · Short notes 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 · Short notes Facebook & Google Analytics 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 5 · Short notes 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

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