BBA 440 Web and Social Media Analytics

Students will gain knowledge of the most effective strategies for analyzing web and social media data generated by online activity. The course will examine social media analytical tools that enable organizations to understand what consumers and bloggers are saying about them, their products, and their competitors. Students will gain knowledge of web analytics to track and analyze the behavior of customers and browsers. Topics include extracting conclusions from abandoned shopping carts, RFM analysis, site usage, domains and URLs, keywords, and search engine placement.