Digital Analytics

Course: 77640K001Y Digital Analytics (Elective, Master level, 6 ECTS)
Lecturers: Dr. Theo Araujo, Prof. Dr. Peter Neijens, Dr. Ewa Maslowska.

What can organizations and brands learn from interactions with users on Facebook, Instagram, Twitter, or within their own websites or customer relationship management systems? And what insights give users’ search behavior on the internet to marketing practitioners in organizations, or to communication managers at publishing companies? Digital environments such as the Internet, social media and mobile devices have enabled the mass collection of large volumes of data from a wide variety of sources. Data on surfing behavior, social media interactions, phone logs, geographic position, and “other digital traces left by people” produce a trail of data that record, often in great detail, interactions between users (including consumers, stakeholders, members of political parties etc.) and organizations and brands. This overflow of data poses important challenges to communication professionals. For example, how can we use these data in an intelligent manner to create and evaluate the outcome of communication campaigns? How can companies and brands use these data to identify and interact with different customers, clients and other stakeholders? And is the answer always to gather more data?

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