Digital Media Analytics I

Catalog description

This course provides an overview of the methods for collecting, analyzing, and utilizing audience data for digital media. The class will cover the fundamentals of traditional media audience measurement and web metrics, with an emphasis on "first-party" data. Students will learn the methods of data collection, analysis, and use for traditional broadcast media, and the transformation of these practices in the newly digitized and converged multiplatform, multiscreen environment. The course will also cover the basics of data capture for new media and the use of this data for the design of metrics appropriate for various purposes such as monitoring traffic, conversions, and revenue generation. The use of metrics in pricing models for advertising, sales generation, and content distribution will also be covered