Social Media and Web Analytics
M. Soundarya, P Khan, R. Geetha, K. Kalidhass · 2025
UNIT 1 Web and Social Media Introduction -Web and social media -Web sites, web apps, mobile apps and social media -Usability, user experience, customer experience, customer sentiments, web marketing, conversion rates, ROI, brand reputation, competitive advantages -Web analytics and a Web analytics 2.0 framework -clickstream, multiple outcomes analysis, experimentation and testing, voice of customer, competitive intelligence, Insights.UNIT 2 DATA Data -Structured data, unstructured data, metadata, Big Data and Linked Data.-Lab testing and experiment design: selecting participants, within-subjects or between subjects study, counterbalancing, independent and dependent variable; A/B testing, multivariate testing, controlled experiments.-Data analysis basics: types of data, metrics and data, descriptive statistics, comparing means, correlations, nonparametric tests, presenting data graphically.UNIT 3 Usability Metrics Usability metrics: performance metrics, issues-based metrics, self-reported metrics -Planning and performing a usability study: study goals, user goals, metrics and evaluation methods, participants, data collection, data analysis.-Typical types of usability studies and their corresponding metrics: comparing alternative designs, comparing with competition, completing a task or transaction, evaluating the impact of subtle changes. UNIT 4 Web Metrics and Web AnalyticsWeb metrics and web analytics: PULSE metrics -active users on business and technical issues; -HEART metrics -success on user behaviour issues; -On-site web analytics: off-site web analytics, the goal-signal-metric process.-Social media analytics: social media KPIs-Performing social media analytics: business goal, data gathering, analysis, measure and feedback. UNIT 5 Data Analysis Language and ToolsData analysis language and tools -Ready-made tools for Web and social media analytics -Key Google Analytics metrics, dashboard, social reports -Statistical programming language (R) -its graphical development environment for data exploration and analysis, and its social media analysis packages.