Module Overview

Advanced Data Analysis and Modelling

The aim of this module is twofold: 1. to provide the learner with an understanding of the application of the procedures and tools used for measuring digital campaigns, along with practical reporting of digital campaign measurement, and 2. to build on previous learning in the area of data mining, and explore the potential of data analytics in a marketing and advertising context.

Module Code

INCD H4000

ECTS Credits


*Curricular information is subject to change

Advanced Spreadsheet Skills

Create, modify and filter a table; apply custom formats and layouts; create advanced formulas utilizing the lookup function, transpose and date functions; create advanced chart elements; create new pivot tables, modify field selections and options, and create slicers; group records in pivot tables, utilise calculated fields and PowerPivot.

Dashboards and Reporting

Identify the type of reports needed to present data in an understandable way, and to create advanced dashboards and reports.

Data Analysis Techniques

Text mining: search techniques; developing a taxonomy for text analysis; sourcing, assessing and accessing relevant Internet based data; Application of a selection of key data analysis techniques; visualisation of data analysis results.

Data Analytics Potential

Identification and evaluation of tools and techniques for data analytics; research of available tools; categorisation and comparison of features, techniques and capabilities.

Module Content & Assessment
Assessment Breakdown %
Other Assessment(s)100