Digital Analytics

Module code: 6BDIN003W
Faculty: Westminster Business School
Credit Level: 6
Credit value: 20
Available to: Westminster Business School students only, however students on some courses are unable to choose Westminster Electives  – see list of exemptions. Please note elective modules are subject to availability.

Digital analytics is a developing area within many organisations, where there is a need to understand and analyse the online/offline behaviour of consumers, the usage of websites, and the data generated from various business processes. This module will explore both business intelligence and web analytics. Subjects you will examine during the module include the strategic use of business intelligence and web analytics, the paradigm and framework for digital analytics, log-file analysis, clickstream analysis, voice of the customer analysis, competitive advantage through the use of digital analytics and business intelligence, digital analytics for decision making, and emerging analytics such as social media, mobile and video.

By the time you complete the module, you will be able to develop a digital analytic strategy, and select, test and evaluate digital analytic concepts, methods, paradigm and framework. You will also be able to analyse  digital analytics outputs and reports, and formulate and evaluate business responses to information obtained from digital analytics and other business intelligence tools, and use digital analytics to inform, test and measure online innovation.

Teaching and learning methods will involve a combination of seminars, practical workshops, video podcasts, online interaction and traditional lectures. Assessment will be based around two key pieces of work – in-module practical coursework, involving an analytics experiment and a report, and an end-of-module case study report.

This module will only be available from 2017/18 academic year.