APPLIED DATA ANALYTICS

Single discipline educational activity

Course Sheet

Course code:

ADAN21

Academic Year of enrolment:

2021

Year of supply:

2021/2022

Type of Course:

Related/Supplementary

Degree:

Course of 2nd Cycle Degree in DIGITAL MARKETING

Disciplinary Sector:

Data Processing Systems

Location:

PESCARA

Credits:

Programme Year:

Professor and Collaborators:

MORBIDONI Christian

Cycle:

Second four months

Hours of classroom activity:

Individual study hours:

171

Prerequisites:

Previous knowledge of basic statistic and of linear and logistic regression and clustering are recommended to understand the analysis techniques that will be put in place. Such knowledge, covered by the “Marketing statistics and metrics” course, will be shortly recalled and discussed in the present course.

Objectives

The course aims at providing the knowledge and tools to select and apply different analysis techniques with the goal of addressing specific information needs related to digital marketing.

At the end of the course, students will be able to:

- Implement monitoring campaigns and explorative analysis of social media, selecting and applying specific software tools.
- Design and implement data analytics workflows, using KNIME, with the aim of address specific information needs, concerning, in particular, marketing resources allocation, audience segmentation and social media content analysis.
- Create static reports and interactive dashboards to highlight and communicate analysis results.

Contents

The course, divided in modules, first introduces basic concepts about data analytics and data representation, then covers the practical application of descriptive and predictive analysis methods to use cases in the context of digital marketing, taking into account both internal and external data (e.g. social media). The use of specific software tools, including KNIME ((https://www.knime.com) are a fundamental part of the course.

Module 1. Data Analytics: introduction to basic concepts and data representation

Module 2. Web and Social Media

Module 3. Data visualization and descriptive analytics

Module 4. Marketing Data Analytics workflows

Extended Syllabus

Module 1. Data Analytics: introduction to the concepts and representation of data
The data analysis process
Types of data and representation formats
Principles of relational databases and SQL

Module 2. Web and Social Media
Measuring social media: indicators and KPIs
Social media listening / monitoring
Social media dashboards to monitor and analyze positioning and awareness on social networks
Extract data from the web and social networks: API, scrapers and open data

Module 3. Data visualization and descriptive analytics
Principles of data visualization
Exploratory analysis, graphs, reports and interactive dashboards

Module 4. Marketing Data Analytics workflows
Introduction to KNIME, data preparation and composition of analysis workflows
Apply linear regression to optimize marketing resource allocation, analyze elasticity, predict events
Apply cluster analysis to segment customers and social audiences
Textual and social media content analysis by applying sentiment analysis and topic extraction techniques.

Recommended Bibliography

Course material will be provided in the form of lecture slides, which will be uploaded to the e-learning portal, and readings (articles, tutorials or part of books) indicated by the teacher during the course.

Methods of Provision

Conventional

Teaching Methods

The course is composed by 54 hours of lectures.
The organization of the course is implemented based on “l’Ascolto”, a sperimental model for the constant improvement of academic didactics. The course will be structured in modules, where lectures make use of the following methods: frontal lessons, practical demonstrations and exercises.

Evaluation methods

Verification of learning:

The exam will include a multiple choice and / or open question test to evaluate the understanding of the topics covered, a practical test to evaluate the understanding and ability to use the software seen in class, and a short oral interview. The final evaluation will take into account in equal measure the score obtained in the test, in the practical test and in the oral interview.

Università degli Studi
"G. d'Annunzio"

Chieti - Pescara

Aree