EXSM 5512 - Analytics and Reporting for Digital Media

Learn the language of analytics and its many acronyms as a means to measure where your web traffic is coming from, how much web traffic you are receiving, which messages are most effective and how to report on these measures. Identify useful metrics and describe how they can be analyzed to support business objectives, developing a reporting framework for effective communication. Create a website of your own and apply various approaches to analytics, including Google Analytics and ROI analysis in real-time.

Aimed at those who want to better reach and communicate with their target audiences while understanding and building social media skills, including small business owners and those working in government, small to large enterprises, not-for-profits, and board-run organizations.

By the end of this course, students should be able to:

• 🗸 Understand the language of analytics, including a working knowledge of the many acronyms and how to interpret the information provided by analytics tools.
• 🗸 Identify the characteristics of social measures as they apply to traditional and digital media.
• 🗸 Identify metrics that are valid for social media and describe how they can be analyzed to support business objectives.
• 🗸 Describe the benefits and challenges associated with applying social media analytics to business objectives.
• 🗸 Develop a reporting framework that conveys the information acquired from social media analytics.

• 🗸Fully online asynchronous course, accessible through eClass, the University of Alberta’s eLearning management tool.
• 🗸Create your own Social Media Risk Register and Social Media Response Matrix.
• 🗸This course has the equivalent of three hours of online instruction per week (including voice over PowerPoints, readings, and resource links), plus weekly assignments.
• 🗸Students are encouraged to build relationships and network with their classmates through forums and discussions.
• 🗸 You are required to have a valid Google account. You can use your University of Alberta account for this purpose, or another account if you wish.
• 🗸 You will need to access Google Analytics, Google Tag Manager, and Google Data Studio.
• 🗸 It is recommended to also have a valid Facebook account, but this is not required.
• 🗸 Take some time before the course and become familiar with the four above-noted platforms.
• 🗸 A basic understanding of the content, layout and navigation will help ensure we all start with some basic knowledge and can progress together into in-depth discussion around the measurements andAnalysis, that will ensure you are using these tools successfully.
• 🗸 It is useful, but not required, to have a working knowledge of HTML.