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Social Media & Web Analytics (MK05)

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This book is designed to meet the needs of master of business administration students studying for the very first time in their curriculum. Thus complexity of the matter has been avoided with a view that complete course content has to be completed by the student in limited time period. The subject matter has been presented in a lucid, comprehensive and systematic manner which is easy to understand and also develops writing ability for students to score good marks in upcoming examination. This book includes all types of questions according to new pattern of university. Course content has been divided into topic wise and in chapter wise form according to curriculum framed by Dr. A.P.J. Abdul Kalam Technical University, Lucknow. This book includes unsolved papers of last years and sample paper. We hope that this book will be successful in its objectives and will receive appreciation from students and teachers alike.

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SKU: KMBN-MK05 Categories: , ,
ISBN 978-93-88783-14-1
Publishers R. Narain & Co.
Author Aditya Kumar
Binding Paperback
Pages 200
Subject Social Media & Web Analytics

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Weight 200 g

Table of Content

Unit 1 : Social Media & Analytics: Introduction to Social Media, Social media landscape, Social Media Analytics & its need. SMA in Small and large organizations; Application of SMA in different social media platforms.
Introduction to Web Analytics: Definition, Process, Key terms: Site references, Keywords and Key phrases; building block terms: Visit characterization terms, Content characterization terms, Conversion metrics; Categories: Offsite web, on site web; Web analytics platform, Web analytics evolution, Need of web analytics, Advantages & Limitations.
Unit 2 : Network fundamentals: The social networks perspective – nodes, ties and influencers, Social network, web data and methods.
Data Collection and Web Analytics Fundamentals: Capturing Data: Web logs, web Beacons, java script tags, packet sniffing; Outcome data: E-commerce, Lead generation, Brand/ Advocacy and support; Competitive Data: Panel Based measurement, ISP based measurement, Search Engine Data; Organizational Structure. Type and size of data, identifying unique page definition, cookies, Link Coding Issues.
Unit 3 : Web Metrics & Analytics: Common metrics: Hits, Page views, visits, unique page views, Bounce, Bounce rate & its improvement, Average time on site, Real time report, traffic source report, custom campaigns, content report, Google analytics; Key Performance Indicator: Need, characteristics, perspective and uses. Graphs and Matrices- Basic measures for individuals and networks. Random graphs & network evolution, Social Context: Affiliation & Identity
Web analytics tools: A/B testing, online surveys, Web crawling and Indexing. Natural Language Processing Techniques for Micro-text Analysis
Unit 4 : Facebook Analytics: Introduction, parameters, demographics. Analyzing page audience: Reach and engagement analysis. Post-Performance on FB; Social Campaigns: Goals and evaluating outcomes, Measuring and analyzing social campaigns, Social Network Analysis like Instagram, twitter, LinkedIn, YouTube etc. AdWords, Benchmarking, Categories of traffic: Organic traffic, Paid traffic;
Google Analytics: Brief introduction and working, Google website optimizer, Implementation technology, Limitations, Performance concerns, Privacy issues.
Unit 5 : Qualitative Analysis: Heuristic evaluations: Conducting a heuristic evaluation, Benefits of heuristic evaluations; Site Visits: Conducting a site visit, Benefits of site visits; Surveys: Website surveys, Post-visit surveys, creating and running a survey, Benefits of surveys.
Web analytics 2.0: Web analytics 1.0 & its limitations, Introduction to WA 2.0, competitive intelligence analysis and data sources; website traffic analysis: traffic trends, site overlap and opportunities.


Salient features include:

  1. Comprehensive coverage of theoretical aspects in management concept & Indian ethos.
  2. All intricate aspects are explained by simple, lucid and specific explanations and substantiated with neat and elaborate diagrammatic sketches.


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