The Web Analytics and Social Media Monitoring module is the elective module for the Diploma in Metrics and Analytics qualification and highlights the importance of being able to establish the online marketing effectiveness and ROI against set objectives for various organisations through a variety of means.
The Web Analytics and Social Media Monitoring module consists of 3 key elements:
- Online Research
- Web Analytics
- Social Media Monitoring
1. Online Research
This element focuses on online research as an alternative to traditional research methods in terms of costs, sampling procedures and analysis, and why it may be more appropriate based on the primary purposes for carrying it out such as usability testing and online promotions. It also considers the process of undertaking the research including sampling methods such as announcements, registration forms and invitation banners, procedures and software used to assist the data gathering such as audience response systems (ARS) and questionnaires and online techniques for publishing findings whilst always being mindful of regulations, legislation and codes of practice.
2. Web Analytics
Web analytics can be applied to a range of media including websites, email campaigns and mobile apps for the purpose of data capture, analysis and reporting, which you will gain an understanding as part of this module. You will also learn about the wider web analysis environment different players and services that are available to assist web analysis including professional bodies, web analytics service vendors and user feedback services and how to select the most appropriate opportunities to help improve marketing effectiveness. Through this element you will also learn about the practical aspect of implementing web analysis including segmenting the audience including search robots and affiliate networks, evaluating and selecting the most appropriate tools available, measuring results through a variety of methods including web counters, panels and A/B tests and publishing the findings. The final aspect considers specific online media metrics including email campaigns, PPC and websites.
3. Social Media Monitoring
The final aspect focuses specifically on the social media environment in terms of its scope and where it can be applied such as websites, forums, online media and consumer reviews and who the key organisations and services are that contribute social media monitoring such as the main social platforms (e.g. Facebook, Twitter, sharing platforms (e.g. Hootsuite, Tweetdeck) and enterprise search vendors. At an organisational level you will gain an understanding of when social media monitoring is appropriate and the planning and implementation process including identifying the different stakeholders, evaluating and selecting the best commercial tools, the procedures used to monitor social media such as data feeds, cloaking and measurement of tone and methods for publishing the measurement findings. For the final aspect you learn about the nature of social media conversation in terms of complaints, questions, engagement and tone.