KC6006 - Web Analytics

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What will I learn on this module?

This module aims to further develop your ability to examine the concept of big data and how they have changed the analytics landscape. It will also enable you to appraise big data use across a wide range of applications and use analytical tools e.g., sentiment analysis, eye-tracking Google analytics to analyse social media usage. You will critically evaluate online analytics and their use as a tool for investigating social media. The module will enable you to plan and implement a complex analytics process in order to use appropriate online analytics to evaluate the impact of these on organisations’ decision making processes and customer relationship management.

You will learn how organisations can use data analysis, sentiment analysis, eye-tracking and webometrics techniques to exploit social media to enhance decision making and customer relationship management (CRM). In particular you will learn topics such as:
• Big data – what are they?
• Advanced webometrics and analytics, principles and practice, tools and techniques including identifying a range of appropriate statistical tools and applying them to data
• Critical evaluation of advanced tools and techniques e.g. cost and benefits
• Comparative case studies
• Sentiment analysis
• Eye tracking in social media analysis

How will I learn on this module?

The module includes a combination of methods to support learning, including practical sessions, theoretical debates and guided learning. Topics will normally be introduced in lectures and explored through practical exercises (helping you develop the practical skills needed) and guided learning activities. You will be encouraged to develop independent learning skills to use analytical tools to evaluate social media activities and laboratory based eye-tracking techniques.

If you are studying a Degree Apprenticeship you will also learn at work, through reflecting on your experiences and applying your knowledge from the module to your practice in the workplace. The classes will introduce you to theories and concepts and allow you to discuss with the tutors and your peers how these relate to your own work based experiences and practice. The workplace provides an opportunity for you to put your own knowledge and skills into practice and review your learning with your manager/mentor. The standard delivery is Newcastle Campus class room based, however if your employer has a contract with the university that indicates you may study remotely then you will be able to attend the classes virtually. In this case, you will follow lectures via webcasts and attend online seminars / workshops. The use of Blackboard Collaborate (or similar) will be employed to enable this.

How will I be supported academically on this module?

You will be given advice and feedback on your work and progress during the timetabled classes. In addition, the eLP (electronic learning portal module) blackboard is used to provide extensive support materials.

If you are studying for a Degree Apprenticeship additional support will be available from your work place mentor who will encourage you to reflect upon how you work and studies interact and complement one another.

What will I be expected to read on this module?

All modules at Northumbria include a range of reading materials that students are expected to engage with. The reading list for this module can be found at: http://readinglists.northumbria.ac.uk
(Reading List service online guide for academic staff this containing contact details for the Reading List team – http://library.northumbria.ac.uk/readinglists)

What will I be expected to achieve?

Knowledge & Understanding:
MLO1 You will be able to critically evaluate the development and application of big data analytics in organisations and society
MLO2 You will be able to critically assess the use of analytics, sentiment analysis and statistical tools in organisations.

Intellectual / Professional skills & abilities:
MLO3 You will be able to appraise a variety of webometrics/online analytics to investigate social media usage

Personal Values Attributes (Global / Cultural awareness, Ethics, Curiosity) (PVA):
MLO4 You will able to apply their skills by designing a complex analytics process to interpret client usage of an organisation’s social media and evaluate the impact of analytics on the organisation’s CRM and decision making

How will I be assessed?

Your assessment will be in the form of a report evaluating data analytics, sentiment and sentiment analysis activity for a chosen organisation. The focus will be on how this process can be used to inform the chosen organisation’s CRM and decision making. You will then:
1. Select at least two web-analytics tools and write a report recommending which the company should use for its website. Report length 3,000 (+/-10%) This is worth 50% of the module marks, and assesses MLOs 1, 2 and 3.
2. Select at least two social media channels and create an in-depth analysis for the organisation. Report length 3,000 words (+/-10%). This worth 50% of the module marks, and assesses MLOs 3 and 4.
You will receive individual feedback on the selection of the organisation assessed via a short presentation. This is done in order to allow them to consider the nature of organisation and whether its data analytics usage is of an appropriate breadth and depth to furnish sufficient evidence for a critical evaluation.

You will be given verbal and written feedback for the summative assessment. Verbal feedback will be given for the formative assessment. You will be able to feed this forward into your workplace or further study.

If you are studying for a Degree Apprenticeship the organisation that you focus upon within the assessment is normally your employer.





Module abstract


Course info

UCAS Code GN52

Credits 20

Level of Study Undergraduate

Mode of Study 3 years full-time or 4 years with a placement (sandwich)/study abroad

Department Computer and Information Sciences

Location City Campus, Northumbria University

City Newcastle

Start September 2020

Fee Information

Module Information

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