BUKD-S573 Web, Text, and Social Media Analytics

• 12 Weeks
• 3.0 Credits
• Prerequisite(s): BUKD-C520

Given that spotting social media trends and understanding web traffic is intrinsic to online presence, this course focuses on retrieving and analyzing social media data and web analytics to monitor and improve the performance of web services. The course starts with technical understanding and practical applications of social network analysis and includes topics: social media data acquisition, network representation, network visualization, centrality measures, network cohesion, affiliation network, network grouping and clustering. Using tools (e.g., NodeXL, Gephi, R), students learn social media analytics applications, including semantic tree analysis, social influencer identification, and other data analytics with social media data. Next, the course delves into the managerial understanding of web analytics measures and operations to perform web performance optimization. Topics included are Google Analytics, Search Engine Optimization (SEO), Hyperlink Analytics, and Location Analytics. Using tools (e.g., Google Analytics, with alternative extensions to R), students learn web analytics applications.