Unit 1 ( 6 hrs) Social Media & Analytics: Introduction to Social Media, Social media landscape, Social Media Analytics

& its need. SMA in Small and large organizations; 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.

1. Social Media & Analytics:

Social Media: It refers to online platforms and websites that allow users to create, share, and interact with content.
These platforms include popular examples like Facebook, Twitter, Instagram, LinkedIn, and YouTube. Social media
enables individuals and organizations to connect, communicate, and engage with a wide audience.

Social Media Landscape: It encompasses the various social media platforms available, their features, user
demographics, and usage patterns. Understanding the social media landscape helps in identifying the most relevant
platforms for specific target audiences and designing effective marketing strategies.

Social Media Analytics (SMA): It involves the collection, analysis, and interpretation of data from social media
platforms to gain insights and make informed decisions. SMA utilizes tools and techniques to track social media metrics
such as engagement, reach, sentiment, and audience demographics. It helps in evaluating the effectiveness of social
media campaigns and optimizing marketing strategies.

SMA in Small and Large Organizations: Social media analytics can benefit both small and large organizations. Small
businesses can leverage SMA to understand their target audience, monitor brand reputation, and optimize social
media campaigns within limited resources. Large organizations can utilize SMA for comprehensive social media
monitoring, competitor analysis, influencer identification, and customer sentiment analysis.

Application of SMA in Different Social Media Platforms: SMA techniques can be applied to various social media
platforms based on their specific features and metrics. For example, on Facebook, SMA can involve analyzing
engagement metrics like likes, comments, and shares, whereas on Twitter, SMA can focus on hashtags, retweets, and
mentions. The application of SMA varies depending on the platform's unique characteristics and goals of the
organization.

2. Introduction to Web Analytics:

Web Analytics: It is the process of collecting, measuring, analyzing, and reporting data related to website usage. Web
analytics provides insights into user behavior, website performance, and the effectiveness of marketing campaigns. It
helps organizations optimize their websites to enhance user experience and achieve specific business objectives.

Definition: Web analytics involves the measurement and analysis of website data to understand user behavior, track
conversions, and improve website performance. It includes the use of tools and techniques to extract meaningful
insights from website metrics.
Process: The web analytics process consists of several steps, including defining objectives, implementing tracking
mechanisms, collecting data, analyzing data using various metrics, and reporting findings to stakeholders. The process
is iterative, and continuous analysis is performed to drive website improvements and achieve desired outcomes.

Key Terms:

- Site References: These are metrics that provide information about the sources that refer visitors to a website, such
as search engines, social media platforms, or external websites.

- Keywords and Key Phrases: These are specific words or phrases used by users in search engines or on-site searches
to find relevant content. Analyzing keywords helps in understanding user intent and optimizing website content.

Building block terms:

- Visit Characterization Terms: These terms describe various aspects of user visits to a website, including visit duration,
number of pages viewed, bounce rate (percentage of single-page visits), and exit pages.

- Content Characterization Terms: These terms help in assessing the performance of website content, such as page
views, unique page views, time spent on page, and engagement metrics like comments or social shares.

- Conversion Metrics: These metrics measure the completion of desired actions by website visitors, such as making a
purchase, subscribing to a newsletter, or filling out a form. Conversion metrics help in evaluating the effectiveness of
marketing campaigns and website design.

Categories:

- Offsite Web: This category refers to web analytics related to activities that occur outside the website, such as tracking
traffic from external sources, monitoring social media mentions, and analyzing backlinks.

- On-Site Web: This category focuses on analyzing user behavior and interactions within the website, including page
views,click-through rates, navigation paths, and conversion tracking.

Web Analytics Platform: It is a software tool or service that facilitates the collection, processing, and analysis of
website data. Popular web analytics platforms include Google Analytics, Adobe Analytics, and Matomo. These
platforms provide a range of features and reports to support data-driven decision-making.

Web Analytics Evolution: Web analytics has evolved over time from simple hit counters to sophisticated tools that
provide comprehensive insights into website performance. The evolution includes advancements in data collection
methods, tracking technologies, and the integration of data from various sources to create a holistic view of website
performance.

Need of Web Analytics: Web analytics is crucial for organizations as it helps them understand their website visitors,
optimize marketing efforts, improve user experience, and achieve business goals. It provides data-driven insights that
can guide decision-making and lead to more effective online strategies.

Advantages & Limitations: The advantages of web analytics include data-driven decision-making, optimization of
marketing campaigns, improved user experience, and the ability to track and measure website performance. However,
web analytics also has limitations, such as the reliance on accurate data collection, the need for interpretation and
context, and the challenges of privacy and data protection regulations.

Unit 2 ( 8 hrs.) Network fundamentals: The social networks perspective - nodes, ties and influencers, Social network,
web data and methods.

Data Collection and Web Analytics Fundamentals: 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; Organizational Structure. Type and size of data,
identifying unique page definition, cookies, Link Coding Issues.

1. Network Fundamentals: The Social Networks Perspective:

- Nodes: Nodes represent individual entities or actors within a social network. In the context of social media, nodes
can be individuals, organizations, or even specific accounts/profiles on platforms like Facebook or Twitter.

- Ties: Ties, also known as edges or connections, represent the relationships or interactions between nodes within a
social network. These ties can be friendships, followerships, collaborations, or any other form of connection between
individuals or entities.

- Influencers: Influencers are individuals or entities within a social network who have a significant impact on others'
opinions, behaviors, or actions. They often have a large number of connections or followers and can shape trends,
spread information, or influence decisions within the network.

Social Network, Web Data, and Methods: This refers to the study and analysis of social networks using data collected
from various online platforms and websites. Researchers and analysts use methods such as social network analysis,
data mining, and machine learning techniques to gain insights into the structure, dynamics, and behavior of social
networks.

2. Data Collection and Web Analytics Fundamentals:

- Capturing Data: Data collection methods involve capturing information about user interactions, website visits, and
other relevant data points. Some common methods include:

- Web Logs: Server logs that record user activity on a website, such as page views, IP addresses, and browser details.

- Web Beacons: Also known as web bugs or pixel tags, these are small, transparent images embedded in web pages
to track user activity.

- JavaScript Tags: Code snippets embedded in web pages to track user interactions, events, or conversions.

- Packet Sniffing: Monitoring and capturing network traffic to analyze data packets and extract relevant information.

- Outcome Data: Outcome data refers to the metrics or measurements that indicate specific results or actions on a
website. Examples include:

- E-commerce: Data related to online purchases, such as revenue, conversion rates, and average order value.

- Lead Generation: Metrics that measure the generation of potential customers or leads, such as form submissions
or newsletter sign-ups.
 - Brand/Advocacy and Support: Data related to user engagement, sentiment analysis, customer support interactions,
or social media mentions.

- Competitive Data: Competitive data involves collecting and analyzing data related to competitors' online presence
and performance. Some methods include:

- Panel-Based Measurement: Using a representative panel of users to collect data on online behaviors and activities.

- ISP-Based Measurement: Analyzing data collected by Internet Service Providers (ISPs) to understand online user
behavior.

- Search Engine Data: Utilizing data from search engines, such as search queries, keyword rankings, or search volume,
to gain insights into user intent and behavior.

- Organizational Structure: Refers to the internal setup and roles within an organization that deals with data collection
and web analytics. It involves defining responsibilities, establishing data governance policies, and ensuring proper data
management practices.

- Type and Size of Data: Data in web analytics can vary in type (e.g., numerical, categorical) and size (e.g., small-scale
for individual websites, large-scale for enterprise-level analytics). Understanding the type and size of data is crucial for
selecting appropriate analysis techniques and tools.

- Identifying Unique Page Definition: In web analytics, defining a unique page is important to avoid duplicate or
inflated metrics. It involves establishing criteria to identify and track individual pages on a website, ensuring accurate
data collection and analysis.

- Cookies: Cookies are small text files stored on a user's device that contain data related to website interactions. They
are commonly used in web analytics to track user preferences, session information, and other relevant data for
personalization and measurement purposes.

- Link Coding Issues: Link coding refers to the process of tagging and tracking URLs to gather data on specific
campaigns, sources, or mediums. Link coding issues can arise from incorrect tagging, inconsistent naming conventions,
or missing parameters, which can affect data accuracy and analysis.

Unit 3 ( 8 hrs.) 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
1. Web Metrics & Analytics:

- Hits: Hits refer to the total number of requests made to a server for a specific file or resource. However, hits can be
misleading as a single page view can generate multiple hits due to the various resources (images, scripts, stylesheets)
that are loaded.

- Page Views: Page views represent the number of times a specific page is viewed by users. It helps in measuring the
popularity and engagement level of individual pages on a website.

- Visits: Visits, also known as sessions, indicate the number of times users access a website within a specific time
period. A visit is typically defined by a period of inactivity or the expiration of a session cookie.

- Unique Page Views: Unique page views track the number of individual users who have viewed a particular page. It
eliminates duplicate views by the same user within a specified timeframe.

- Bounce: Bounce occurs when a user lands on a web page and leaves without further interaction or visiting any other
pages on the same website.

- Bounce Rate & Its Improvement: Bounce rate is the percentage of single-page visits (bounces) in relation to the total
number of visits. It is an important metric to assess user engagement and the effectiveness of landing pages. To
improve the bounce rate, organizations can focus on optimizing website design, content relevance, and user
experience.

- Average Time on Site: Average time on site measures the average duration of user visits to a website. It provides
insights into user engagement and the level of interest in the website's content.

- Real-Time Report: Real-time reports provide immediate and up-to-date information on website activity, user
behavior, and traffic sources. They allow organizations to monitor and respond to current trends and events as they
happen.

- Traffic Source Report: Traffic source reports provide information on the channels or sources that drive traffic to a
website. It helps in understanding which marketing campaigns, search engines, or referring websites are driving the
most visitors.

- Custom Campaigns: Custom campaigns refer to tracking specific marketing campaigns or promotions using custom
parameters added to URLs. It enables organizations to measure the effectiveness of different marketing initiatives and
channels.

- Content Report: Content reports provide insights into the performance of specific website content, such as individual
pages or sections. It helps in identifying popular content, user engagement, and areas for improvement.
- Google Analytics: Google Analytics is a popular web analytics tool provided by Google. It offers a wide range of
features and reports to track and analyze website data, user behavior, conversions, and other metrics.

2. Key Performance Indicator (KPI):

- Need: Key Performance Indicators (KPIs) are measurable values used to assess the performance and progress of an
organization or specific objectives. KPIs help organizations align their efforts, monitor success, and make data-driven
decisions.

- Characteristics: KPIs should be specific, measurable, attainable, relevant, and time-bound (SMART). They should align
with organizational goals and be easily understood and tracked.

- Perspective and Uses: KPIs can be defined from various perspectives, such as financial, customer, operational, or
marketing. They are used to monitor progress, identify areas for improvement, make informed decisions, and evaluate
the success of strategies and initiatives.

3. Graphs and Matrices:

- Basic Measures for Individuals and Networks: Graphs and matrices are mathematical representations used in social
network analysis. They provide measures to analyze individual nodes (actors) and the overall network structure,
including metrics such as degree centrality, betweenness centrality, clustering coefficient, and network density.

- Random Graphs & Network Evolution: Random graphs are mathematical models used to understand and simulate
network structures. Network evolution refers to the changes that occur in networks over time, including the addition
or removal of nodes and ties, and the dynamics of network growth and connectivity.

- Social Context: Affiliation & Identity: In social network analysis, the social context refers to the relationships,
affiliations, and identities of individuals within a network. It includes studying group memberships, social roles, and
how they influence network dynamics and behavior.

4. Web Analytics Tools:

- A/B Testing: A/B testing (or split testing) involves comparing two or more versions of a webpage or marketing
element to determine which one performs better. It helps optimize website design, content, and user experience by
analyzing user behavior and conversion rates.

- Online Surveys: Online surveys are used to collect feedback and opinions from website visitors or users. They provide
valuable insights into user preferences, satisfaction levels, and areas for improvement.

- Web Crawling and Indexing: Web crawling refers to automated software (crawlers or spiders) that browse the
internet to discover and collect data from web pages. Indexing involves organizing and storing the collected data for
efficient retrieval and analysis.
- Natural Language Processing Techniques for Micro-text Analysis: Natural Language Processing (NLP) techniques are
used to analyze and extract meaningful information from textual data. In web analytics, NLP can be applied to analyze
micro-texts such as social media posts, comments, or reviews to gain insights into user sentiment, opinions, and
trends.

Unit 4 ( 5 hrs.) 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, YouTube etc. AdWords,
Benchmarking, Categories of traffic: Organic traffic, Paid traffic; Google Analytics: Brief introduction and
working, Google website optimizer, Implementation technology, Limitations, Performance concerns, Privacy issues.

1. Facebook Analytics:

- Introduction: Facebook Analytics is a tool provided by Facebook to track and analyze data related to Facebook Pages,
audiences, and advertising campaigns. It offers insights into user behavior, demographics, engagement, and the
performance of posts and campaigns.

- Parameters: Facebook Analytics provides various parameters and metrics to measure and analyze page performance,
audience reach, engagement, and advertising effectiveness. These parameters include likes, shares, comments, reach,
impressions, click-through rates, and more.

- Demographics: Facebook Analytics provides demographic information about the audience of a Facebook Page, such
as age, gender, location, and interests. This data helps in understanding the target audience and tailoring content and
campaigns accordingly.

- Analyzing Page Audience: Facebook Analytics allows the analysis of page audiences based on reach and engagement.
Reach analysis focuses on the number of unique users who see the content, while engagement analysis measures the
interactions and actions taken by users, such as likes, comments, and shares.

- Post Performance on Facebook: Facebook Analytics provides insights into the performance of individual posts on a
Facebook Page. It measures reach, engagement, and other metrics to evaluate the effectiveness of content and
optimize future posts.

2. Social Campaigns:

- Goals and Evaluating Outcomes: Social campaigns on platforms like Facebook, Instagram, Twitter, LinkedIn, and
YouTube have specific goals, such as increasing brand awareness, driving website traffic, generating leads, or boosting
sales. Evaluating outcomes involves measuring campaign performance against these goals and analyzing metrics like
impressions, clicks, conversions, and engagement.

- Measuring and Analyzing Social Campaigns: Measuring social campaigns involves tracking and analyzing key
performance indicators (KPIs) to assess the success and impact of the campaign. This includes monitoring reach,
engagement, conversions, and other relevant metrics to optimize campaign strategies and tactics.
- Social Network Analysis: Social network analysis involves studying the structure, relationships, and dynamics of social
networks on platforms like Instagram, Twitter, LinkedIn, and YouTube. It includes analyzing follower networks, user
interactions, content trends, and influencers to gain insights into audience behavior and optimize social media
strategies.

3. AdWords:

- AdWords: AdWords, now known as Google Ads, is an online advertising platform provided by Google. It allows
businesses to create and run ads across various Google services, including search results, websites, and mobile apps.
AdWords provides tools and metrics to measure ad performance, clicks, conversions, and return on investment (ROI).

- Benchmarking: Benchmarking involves comparing the performance of your campaigns or ads against industry
averages or competitors to assess relative performance and identify areas for improvement.

- Categories of Traffic: In the context of web analytics, traffic can be categorized into organic traffic and paid traffic.
Organic traffic refers to visitors who find a website through unpaid search engine results, while paid traffic refers to
visitors who arrive at a website through paid advertising campaigns.

4. Google Analytics:

- Brief Introduction and Working: Google Analytics is a web analytics tool offered by Google. It tracks and analyzes
website data, user behavior, traffic sources, conversions, and more. It uses a tracking code placed on web pages to
collect data and provides a wide range of reports and insights.

- Google Website Optimizer: Google Website Optimizer, now known as Google Optimize, is a tool integrated with
Google Analytics that allows businesses to conduct A/B testing and multivariate testing to optimize website
performance and user experience.

- Implementation Technology: Implementing Google Analytics involves adding a tracking code snippet to web pages
or using tag management systems to collect and send data to the Google Analytics platform.

- Limitations: Google Analytics has certain limitations, such as data sampling for high-traffic websites, data accuracy
issues, and the inability to track users across devices or offline interactions.

- Performance Concerns: Google Analytics can impact website performance due to the additional code and data
collection processes. Care should be taken to optimize implementation and minimize any negative impact on website
speed and user experience.

- Privacy Issues: Google Analytics collects and stores user data, raising privacy concerns. Compliance with data
protection regulations and user consent mechanisms is important to ensure data privacy and security.
Unit 5 ( 9 hrs.) 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.

1. Qualitative Analysis:

- Heuristic Evaluations: Heuristic evaluations involve assessing a website or digital product against a set of predefined
usability principles or heuristics. It helps identify usability issues, user experience problems, and areas for
improvement. Conducting a heuristic evaluation typically involves experts or evaluators reviewing the interface and
providing feedback based on established usability guidelines.

- Benefits of Heuristic Evaluations: Heuristic evaluations provide valuable insights into usability problems, improve
user experience, and enhance overall website performance. They are cost-effective, quick to conduct, and can uncover
usability issues that may not be easily identifiable through other methods.

- Site Visits: Site visits involve physically or virtually visiting a website's location or observing users interacting with the
website in real-time. Site visits help gather qualitative data on user behavior, interactions, and challenges faced during
their website experience.

- Benefits of Site Visits: Site visits provide contextual understanding of user behavior and pain points. They offer
firsthand observations, allowing researchers to identify user needs, preferences, and areas for improvement. Site visits
can uncover usability issues that may not be evident through other research methods.

- Surveys: Surveys are research instruments used to gather feedback and opinions from website visitors or users.
Website surveys can be conducted during or after a user's visit to collect data on their experience, satisfaction,
preferences, or specific aspects of the website.

- Post-Visit Surveys: Post-visit surveys are conducted after a user has interacted with a website. They capture feedback
on specific aspects of the user's experience, such as usability, content relevance, navigation, or overall satisfaction.

- Creating and Running a Survey: Creating and running a survey involves designing survey questions, selecting
appropriate survey tools, distributing the survey to the target audience, and analyzing the survey responses. Surveys
can be conducted through online platforms or email invitations.

- Benefits of Surveys: Surveys provide quantitative and qualitative data on user opinions, preferences, and satisfaction
levels. They help identify areas for improvement, gather user feedback, validate hypotheses, and make data-driven
decisions.
2. Web Analytics 2.0:

- Web Analytics 1.0 & Its Limitations: Web Analytics 1.0 refers to the initial phase of web analytics focused on tracking
basic metrics such as page views, visits, and conversions. Its limitations include limited data granularity, reliance on
aggregate data, and a focus on individual website performance without considering external factors or competitive
intelligence.

- Introduction to WA 2.0: Web Analytics 2.0 represents an evolution in web analytics, encompassing advanced
analytics techniques, integration with other data sources, and a focus on user behavior, engagement, and social
interactions. It involves analyzing data in real-time, personalization, and considering the broader ecosystem beyond a
single website.

- Competitive Intelligence Analysis and Data Sources: Competitive intelligence analysis involves monitoring and
analyzing the digital activities, strategies, and performance of competitors. It helps businesses understand market
trends, identify opportunities, and benchmark their performance against competitors. Data sources for competitive
intelligence analysis can include web analytics data, social media data, search engine data, and industry reports.

- Website Traffic Analysis: Website traffic analysis involves studying traffic trends, patterns, and sources to understand
user behavior and identify opportunities for optimization. It includes analyzing metrics such as traffic volume, traffic
sources, user demographics, and behavior flow.

- Traffic Trends: Traffic trends refer to patterns and changes in website traffic over time. They help identify seasonal
variations, growth opportunities, or decline in user engagement.

- Site Overlap and Opportunities: Site overlap analysis involves examining the overlap of audience or traffic between
multiple websites or competitors. It helps identify shared audience segments, potential partnerships, or opportunities
for collaboration.