KMBNMK05 SOCIAL MEDIA AND WEB ANALYTICS UNIT 1 Introduction to Social Media, Social media landscape,Social Media Analytics and its Needs Social media analytics Small and Large Organizations Applications of Social Media Analytics in different Social Media platforms Introduction of Web Analytics: Definition, Process, Key Terms: Site Reference,Visit Characterization terms, Content Characterization terms, Conversations metrics ,Keyword and Key phrases, building block terms, Categories: Offsite web and Onsite web Web Analytics Platform, Web Analytics evolution, Need of web analytics,Advantage & disadvantage UNIT 2 Network fundamentals: The Social Perspective, nodes ties and influencer Social Network, Web data and Method Data Collection and Web Analytics Fundamentals: Capturing data: Web logs and Web Beacons Java Scripts Tags, Packet sniffing : Outcome Data E- commerce Lead Generation ,Brand /Advocacy and support , Competitive Data : Panel based measurement ISP based measurement Search Engine data, Organizational Structure, Types and size of data, identify unique page definition , cookers and link coding issues UNIT 3 Web Metrics and Analytics: Common metrics, Hits, Page views, visits, unique page views, Bounce and Bounce rate and its improvement. Average time on site, Real time report, Traffic sources report, Custom campaigns, Content report, Google Analytics: Key Performance indicator: Need, Characteristics, and perspective and uses Graphs and Matrices: Basics measures of individuals, and Networks. Random graphs and network evolution, Social Context: affiliation and identity Web Analytics tools: AB TESTING, Online survey, Web crawling and Indexing. Natural Language processing techniques for Micro Text analysis 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 analyzing Social campaigns, Social Network Analysis like Instagram twitter LinkedIn, You tube etc. Google Analytics: Brief Introduction and working, google website optimizer. Implementation technology, Limitations, Performances Concerns, Privacy issues. UNIT 5 Qualitative Analysis: Heuristics evaluations: Conducting a Heuristic evaluation Benefits of Heuristic evaluation: Sites visits: benefits of Sites visits Surveys: websites Surveys, Post visit surveys, Creating and running a surveys, Benefits of surveys Web Analytics 1.0 and its Limitations, Introduction to WA 2.0. Competitive intelligence analysis and data sources Website traffic analysis: traffic trends, site overlap, and opportunities
