DIGITAL & SOCIAL MEDIA COMMUNICATION - PROJECT 1

13/09/19 - 20/09/19 (Week 3 - Week 4)

Yeap Phay Min (0331073)

Digital & Social Media Communication 

Project  1 - Adobe Analytics

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LECTURE NOTES

Data Collection
30/08/19 (Week 1)

Our first lecture for this class is about the topic of data collection. I learned that data is factual information used as a basis for discussion, reasoning or calculation, and the two types of data collection are quantitative and qualitative. Besides that, we also got to learn about big data and the four main types of analytics.
Quantitative 
-Who, when, where
-Evaluate usability of an existing site/app
-Track usability
-Understand user behaviour
-Can only be done when you have a working product (example: site that is published)
-Outcome: statistically meaningful results likely to be replicated
Qualitative
-Intangible
-Inform design decisions
-Identify usability issues
-Find solution for issues
-Can be done anytime, even in situations when there is no working product
-Used to formulate hypotheses (predictions)
-Researcher’s impressions and interpretations, prior knowledge and belief

Big Data
Velocity
-Data generation speed
-Generated in real-time
-In streams, batches or bits
Volume

-Amount of data generated

-Measured in bytes

-Saved as tables, files

Variety
-Structured: tables, transactions
-Unstructured: videos, images

4 Main Types of Analytics

Descriptive: insight into historical data, learn from past events
Diagnostic: why event occured, root cause of event
Predictive: predicts future events, based on probabilities 
Prescriptive: advises on possible actions to take, attempts to quantify the effects of future decisions

Web Analytics & Social Media Analytics

06/09/19 (Week 2)

In the second class, we were given a lecture on web analytics and social media analytics. This was beneficial for us to know about as we did an exercise where we had to analyse a website's analytics, and our first assignment is about analytics as well.

Wed Analytics
-This is the process of analysing the behaviour of visitors to a website.

-Descriptive & Diagnostic Analysis.

Some aspects to look into:

Where users entered and left a site (entry and exit page)

What path users followed through a site (full path and next page analysis)

What device is used to access the site (device type and screen size)

What content user engaged with (page view and duration on page)

What was the referring platform used to land on a site (referrer type)

Social Media Analytics

-This is the process of collecting data from relevant social media sites and evaluating that data to make an informed decision

-Qualitative & Quantitative data

Some aspects to look into:

Audience Interest (Audience Insights, Engagement, Awareness)

Audience Retention (Landing Page View, View Through Rate, Completion Rate)

Audience Intention (Video/Link Clicks)

Audience Conversion (App Install, Event Response, Leads)

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INSTRUCTIONS




13/09/19 (Week 3)
In class this week, we were brief on our first project in which we are required to analyse the data of Taylor's website using Adobe Analytics.

20/09/19 (Week 4)
Presentation postponed to the next week due to the haze.

27/09/19 (Week 5)
It's presentation day. Below are the slides prepared by my group.

Presentation Slides:

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REFLECTION

EXPERIENCE
For the first assignment, we are required to present on the analytics of Taylor's using Adobe Analytics. Initially, looking at all these various data and analytics seemed intimidating, but once I managed to understand what the different sections meant it was fine. Having an exercise on Google Analytics beforehand was helpful as well.

OBSERVATION
With Adobe Analytics, I noticed that it is slightly different from Google Analytics but they ultimately do the same job of analysing data, allowing us to look at the statistics of the site and also the behaviour of the users on the site which is pretty cool.

FINDINGS
I found that Adobe Analytics is an important and beneficial tool for the business to utilise. I also believe that it is a good thing that we are able to learn about analytics in this module as it is able to teach us on how to analyse data.