Digital & Social Media Communication: Task #1— Social Media Analytics

28.03.2022 - 17.04.2022 (Week #1 - Week #3)

Seerat Tayyab Mukhtar Qureshi

Digital & Social Media Communication

Task #1— Social Media Analytics

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1. Lectures:

Week #2:

Lecture slides

In our first lecture of the semester, Mr Asrizal spoke to us about data collection as well as personas. Basically, there are 2 types of data, qualitative and quantitative. Qualitative is more experience-based and quantitative is more statistical. 

We also looked at the 3 defining properties of big data which are velocity, volume and variety.

Lastly, there are 4 types of analytics we need to look at.

Descriptive Analytics: Insight into historical data

Diagnostic Analytics: Explains the reason why a given event occurred

Predictive Analytics: Predicts future events and provides actionable insights

Prescriptive Analytics: Advises on possible actions to take

2. Instructions:

Module Information Booklet

3. Task 1— Social Media Analysis

The first part of this task was to divide ourselves into groups and study the Google Merchandise Store analytics. We had to prepare a report on them by analysing the data from 1 Jan - 31 March 2021 and 1 Jan - 31 March 2022.

Fig 1.0: Data view in Google Analytics

We decided to break it down into parts and for each of us to do one section. I chose the Behaviour section.

Fig 1.1: The data I was working with

I decided to pick out the bounce rate and revenue to analyse for my part. Below are our slides for this task.

Fig 1.2: Task #1 Final Submission, PDF

4. Feedback:

Week #1: No feedback given

Week #2: No feedback given

5. Reflection:

Experience: My experience with this project was quite interesting as it was a bit different from what I was expecting this module to be. I struggled a bit initially with the analysis part since I didn't really understand the data but with some studying it was okay.

Observation: I noticed that this sort of data analysis is very valuable in social media and eCommerce. I observed that a lot of things can be found out about the customers through this kind of data and no wonder a lot of companies do not disclose this kind of data because of how valuable it is.

Findings: I found some really interesting trends in the data. The way consumers purchased and their habits were really interesting to study and have a look at. It is a great way to improve your platform and produce content that is more efficient and well-catered to your audience.