Interconnected digital environments create a growing pool of data in the form of web analytics and social network information. In this unit we explore how to harness this data to inform decisions and the methodologies used in industry. This unit reviews use made of such data using case studies from a range of fields. Learning analytics are a form of web analytics gaining importance for students and academics. We review the implications and the 'actionable insights' from this type of data. 

Students will learn about analytical tools available to professionals, in particular, those that measure the performance of digital environments or products. They will learn how such tools inform research into the behaviour of users, product or service developments and improvements in campaign or project outcomes. For instance, we explore how to analyse 'hashtags' in order to inform design and marketing practice. 

The unit is grounded in the consideration of the complexities in the field including those of trust, privacy, and information injustice.

Unit details

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Credit points:
Unit code:

Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Formulate responsible, well-informed and ethical judgments in considering the role of the practitioner in a complex and highly dynamic digital media industry;  
  2. Exhibit the ability for agile thinking in complex environments;  
  3. Critically evaluate the strengths and limitations of industry standards as they apply to gathering information from digital environments;  
  4. Propose and resolve a professional web and social network analysis tasks;  
  5. Analyse and interpret trends on social media.  


Assessment type Description Grade
Presentation A presentation of a research development in the area of web analytics or social network analytics 30%
Case Study A case study using web analytics data to provide strategy guidance 35%
Report A research report that draws on knowledge of social network analysis 35%

Where to next?

As part of a course

This unit is studied as part of the following courses. Refer to the course page for information on how to apply for the course.

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