CAS 840: Audience Analytics

This course will cover basic concepts of digital analytics and actual use of live data to generate consumer insights on major aspects of a website or mobile app, such as user profiles, traffic sources, navigation patterns, conversion ratios and path to purchase. It will also cover how to interpret analytics and put it into a strategic plan.

Learning Objectives

  • Introduce basic concepts, processes and uses of media analytics 
  • Explore the rise and characteristics of big data; data acquisition about audiences, media consumption and response to advertising and news
  • Sources of commercial and news data; overview and experiment with some of the popular analytics platforms and tools for advertising and news
  • Data analytics for consumer/reader/user insights
  • Overview user privacy and ethics issues of media analytics

Course Offering

  • Currently offered Fall only