IS451

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Digital Analytics Technology

Course (UG/PG)

Undergraduate

Offering Unit/Department

Course Description

The Digital Analytics Technology (DAT) is a SMU course that will be delivered in collaboration with Google. This course is designed to equip students with essential knowledge and skillsets in digital analytics so that students can apply the skillsets into practical solutions for a real organization. Besides concepts related to digital marketing and analytics, relevant measurements and development of a strategy will be covered. The course will focus on helping students gain a good understanding of different aspects of digital analytics, such as effective dashboard visualisation, campaign and conversion tracking, by leveraging the Google Analytics Platform. Students will acquire techniques in text analytics and advanced analytics and make use of available AI services for developing feasible analytics solution for real-world problems.

Course Learning Outcomes

1) Explain the scope of digital analytics and how it impacts business of an organisation

2) Identify business objectives, KPIs and performance targets

3) Explain the three phases - 1. installation (measurement strategy, site tracking documentation); 2. configuration (goal setup, campaign tracking); 3. Insights

4) Analyse the essential Google Analytics reporting on audience, acquisition and behaviour

5) Analyse campaign and conversion tracking

6) Explain the online advertisement ecosystems

7) Identify the key consideration for defining KPIs

8) Explain the concepts and processes required for ETL

9) Implement SQL commands

10) Extract relevant data using BigQuery and Python

11) Explain the techniques and best practices in visualising various types of data

12) Identify effective visualisation methods to present information

13) Explain the various analytics techniques and AI services and how they can be applied in analytics projects

14) Work as a group to deliver and present an analytics assignment

15) Write an executive report to highlight the analysis insights

Discipline-Specific Competencies

Data Analytics, Consumer Intelligence Analysis, Customer Behaviour Analysis, Integrated Marketing

SMU Graduate Learning Outcomes

Multidisciplinary Knowledge, Interdisciplinary Knowledge, Critical thinking & problem solving, Innovation and enterprising skills, Collaboration and leadership, Communication, Intercultural understanding and sensitivity

Grading Basis

GRD - Graded