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AD-703 (D) · Social Media & Web Analytics/Official Syllabus

Social Media & Web Analytics (AD-703 (D)) - Official Syllabus

1
Unit 1

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
2
Unit 2

Network Fundamentals

  • The Social Networks Perspective - Nodes, Ties and Influencers
  • Social Network, Web Data and Methods
  • 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
3
Unit 3

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
4
Unit 4

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 Introduction and Working, Google Website Optimizer, Implementation Technology, Limitations, Performance Concerns, Privacy Issues
5
Unit 5

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

Reference Books

  • Social Media Analytics: Techniques and Insights for Extracting Business Value Out of Social Media — Matthew Ganis, Avinash Kohirkar
  • Social Media Metrics: How to Measure and Optimize Your Marketing Investment — Jim Sterne
  • Advanced Web Metrics with Google Analytics — Brian Clifton
  • SOCIAL MEDIA ANALYTICS — Ganis, Kohirka
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