The aim of this module is to equip learners with knowledge and skills in order to utilise web intelligence systems. This module covers the relatively new and new emerging fields of web intelligence systems.
Web mining
Potential applications of web mining and its different forms.
Metrics and analytics
Introduction to the metrics and analytics imperative: The challenge of data, digital channels and tools audit, industry reports and future trends and challenges.
key metrics
Introduction to and usage of key metrics: An examination, assessment and usage of key metrics.
Campaign economics and analytics
Examine some simple digital campaign contexts and conduct basic analyses: PPC, CPM, SEO, Email etc and present the key metrics such as return on investment (ROI) and present findings. Class examples and homework tasks, use of free online tools and calculators
Lectures, presentations, discussion and labs
| Module Content & Assessment | |
|---|---|
| Assessment Breakdown | % |
| Formal Examination | 70 |
| Other Assessment(s) | 30 |