PRIYADARSHINI COLLEGE OF ENGINEERING, NAGPUR

TEACHING PLAN
SESSION:2023-24

DEPARTMENT : Industrial IoT SEMESTER : V

COURSE CODE : BTECHIOT-505T COURSE TITLE : Web & Social Media Analytics (Elective 1)

Name of Teacher : Miss. Pranali Nitnaware

Number of Lectures per Week ( TH ) :3

Course Objectives :

1. Understand the role of social media data and analytics in helping organizations achieve their goals and understand their publics
2. Identify and select key performance indicators to accurately measure the success of social media efforts.
3. Analyze social media data using native analytics (e.g. Facebook, Twitter, Instagram) and social media measurement tools.
4. Develop social media measurement plans and analytics reports, and communicate findings and recommendations effectively.

Course Outcomes : On completion of the course the students will be able to-

CO Co Statement Bloom's Taxonomy level

CO1 Analyze social media, web and social media analytics, and their potential Impact. L4
CO2 Explain usability, user experience, and customer experience. L2

CO3 Explain usability metrics, web and social media metrics. L2

CO4 Design and conduct usability studies. L3
CO5 Use various data sources and collect data relating to the metrics and key Performance indicators. L3
CO PO Mapping

CO PO1 PO2 PO3 PO4 PO5 PO6 PO7 PO8 PO9 PO10 PO11 PO12 PSO1 PSO2
Analyze social media, web and social media 1 1 3 3 3 - 2 1 - 2 1 - 3 3
analytics, and their potential Impact.
Explain usability, user experience, and customer 1 3 2 2 3 - - - 1 1 - 2 3 2
experience.
Explain usability metrics, web and social media 1 1 - 3 2 1 2 1 - 2 1 3 2 3
metrics.
Design and conduct usability studies. - 1 - 2 1 - - 1 - 1 - 3 1 1
Use various data sources and collect data - 2 - 3 2 - 1 - - 1 - - 2 1
relating to the metrics and key Performance
indicators.
Lecture Unit No Topic Code CO Details of Topic to be covered Lecture Lecture Remarks
No Planned date Engaged (if any)
Date
1 I 1 1 Basics of Web and social media (Web sites, web apps,
mobile apps and social media)
2 I 2 1 Usability, user experience, customer experience,
customer sentiments
3 I 3 1 Web marketing, conversion rates,
4 I 4 1 ROI, brand reputation, competitive advantages

5 I 5 1 Web analytics and a Web analytics 2.0 framework

6 I 6 1 Click stream, multiple outcomes analysis,
experimentation and testing,
7 I 7 1 Voice of customer, competitive intelligence, Insights
8 II 8 2 Data (Structured data, unstructured data, metadata)
9 II 9 2 Big Data and Linked Data
10 II 10 2 Lab testing and experiment design (selecting
participants, within subjects or between subjects’ study)
11 II 11 2 Counterbalancing, independent and
dependent variable, A/B testing, multivariate testing,
12 II 12 2 Controlled experiments, Data analysis basics types of
data, metrics and data,
13 II 13 2 Descriptive statistics, comparing means, correlations,
nonparametric tests, presenting data graphically
14 III 14 3 Measuring user experience
15 III 15 3 Usability metrics (performance metrics, issues-based
metrics, self-reported metrics)
16 III 16 3 Planning and performing a usability study
17 III 17 3 Study goals, user goals, metrics and evaluation methods,
participants, data collection, data analysis
18 III 18 3 Typical types of usability studies and their
corresponding metrics
19 III 19 3 Comparing alternative designs, comparing with
competition
20 III 20 3 Completing a task or transaction
21 III 21 3 Evaluating the impact of subtle changes
22 IV 22 4 Web Metrics & Web Analytics
23 IV 23 4 PULSE metrics (Page views, Uptime, Latency, Seven-
day active users)
24 IV 24 4 On user behavior issues
25 IV 25 4 On-site web analytics, off-site web analytics,
26 IV 26 4 The goal-signal-metric process.
27 IV 27 4 HEART metrics (Happiness, Engagement, JAdoption,
Retention, and Task success)
28 IV 28 4 On business and technical issues
29 V 29 5 Social media analytics (what and why)
30 V 30 5 Social media KPls (reach and engagement)
31 V 31 5 Performing social media analytics
32 V 32 5 Business goal, KPls, data gathering, analysis, measure
and feedback
33 V 33 5 Data analysis language and tools
34 V 34 5 Ready-made tools for Web and social media analytics
35 V 35 5 Key Google Analytics metrics, dashboard, social reports
36 V 36 5 Statistical programming language (R).
 Beyond Syllabus Topics

Sr. No. Name of Topic Remark

1 Search Engine Optimization
2 Digital Marketing Type : Affiliate Marketing

Assignments

Assign. No. Topic Date of Display Last Date of submission Remark

1 Unit 1, 2 and 3 21/08/2023 29/08/2023
2 Unit 3 ,4 and 5 09/10/2023 16/10/2023

Suggested
Sr. No. Suggested Books/Web page (URL)/Research paper, etc./Textbooks Remark

1 Avinash Kaushik, Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity, John Wiley & Sons;
Pap/Cdr edition (27 Oct 2009)
2 Tom Tullis, Bill Albert, Measuring the User Experience: Collecting, Analyzing, and Presenting Usability Metrics, Morgan
Kaufmann; I edition (28 April 2008)
3 Jim Sterne, Social Media Metrics: How to Measure and Opt imize Your Marketing Investment, John Wiley & Sons (16 April
2010)
4 Brian Clifton, Advanced Web Metrics with Google Analytics, John Wiley & Sons; 3rd Edition (30 Mar 2012)
5 Social Media & Web Analytics by Aditya Kumar by R. Narain & Co.
6 Social Media and Web Analytics by Vishnuprasad Nagadevara
7 Social Media Analytics: Efective Tools for Building, Interpreting, and Using Metrics By: Marshall Sponder

Prof. Pranali Nitnaware Dr. S. S. Shriramwar

(Subject Teacher) HOD, IIoT