INTM577:WEB AND SOCIAL MEDIA ANALYTICS

Course Outcomes: Through this course students should be able to

CO1 :: use various Application Programming Interface (API) services to collect data from different
social media sources such as YouTube, Twitter, etc

CO2 :: illustrate processing the collected data using different methods to derive insights about
the data.

CO3 :: analyze unstructured data - primarily textual comments – for sentiments expressed in
them
CO4 :: apply different libraries for collecting, analysing, and exploring social media data for
research and development purposes.

CO5 :: use social media analytics to improve the efficiency websites or businesses

CO6 :: use the R-markdown language to generate dashboards.

List of Practicals / Experiments:

Introduction and Installation Environment

• Social Media Analytics

• Web Analytics

• Google Analytics

• Use of R for Social Media Analytics

• R installation

• R/RStudio Setup Guide (on Windows)

• libraries in R and R studio

• installing packages

Collecting and Extracting Social Media Data

• Collecting Data from Twitter and Youtube

• Creating Developer’s Account

• exploring libraries for data collection

• Twitter data download

• Scraping youtube comments

• Web Scraping using rvest

Data Analysis, Visualization, and Exploration

• Social Media Data Analysis with R

• Statistical Analysis with R

• Scripts for converting json to csv

• Data Visualization with ggplot2 (R)

• Statistical Analysis with Twitter Data

Case Studies Social Media Analysis

• Sentiment Analysis with Twitter Data

• Text Mining of Twitter Data

• Youtube Comments Analysis

• WordClouds in R

Visitor Insights and social media analytics in R

• Understanding Segmentation

• Visitors Versus Visitors by Type

• extract visitor data

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 • segmentation of revenue sources

• segmentation of revenue sources by class of product

• design an effective marketing campaign

• Segmented Email Campaigns

• Email open Rates

• Metrics to measure performance

Web Analytics
• Web Analytics

• Google Analytics

• Use of R for Web Analytics

• Installing and Setting Up Google Analytics Account

• GoogleAnalyticsR Package

• performing basic authentication and query in R

Dashboards
• Creating Dashboards in R

• Benefits of Dashboarding

• Combining Results of Multiple Analyses

• Flexdashboards

• Demonstration of a dashboard generated using flexdashboard in RStudio

• Understanding Visitors to a site

• how does Google track visitors

• track visitor loyalty

Case study Web Analytics

• Demonstration of building business dashboard in R

• Interpretation of business dashboard

• recommended actions to improve results

Text Books:
1. SOCIAL MEDIA ANALYTICS: TECHNIQUES AND INSIGHTS FOR EXTRACTING BUSINESS
VALUE OUT OF SOCIAL MEDIA by MATTHEW GANIS , AVINASH KOHIRKAR, IBM.COM/
REDBOOKS
References:
1. DATA ANALYTICS WITH R by DR. BHARTI MOTWANI, WILEY

2. SOCIAL MEDIA ANALYTICS: EFFECTIVE TOOLS FOR BUILDING, INTERPRETING, AND

USING METRICS by MARSHALL SPONDER, MC GRAW HILL

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