GCOM7230

Digital Analytics
Spring 2018
Course Information

Days: Mondays & Wednesdays

Time: 9:00 a.m. – 10:15 a.m.
Venue: Robertson Hall 118/317B

Professor Information

Professor: Brent Kitchens

E-mail: Brent.Kitchens@comm.virginia.edu
Phone: 924-3126
Office: 318 Robertson Hall
Office Hours: Mondays, Wednesdays 1:00 to 2:00 PM (subject to change)
or by appointment.

Course Description & Learning Objectives

This course provides an overview of the concepts, technologies, and tools necessary to support
online analytics initiatives. The primary objective is to familiarize students with the current
literature and techniques related to digital analytics, with emphasis on tools and methodologies for
social media and web. The three major areas covered are social media analytics, web analytics,
and search analytics. Through team projects, the course focuses on how these concepts can be used
to measure, analyze, and improve efforts related to social media, web traffic, and conversion.
Student learning will be evaluated through class participation, assignments, readings, and a
semester-long project.

Course Materials

 Web Analytics 2.0, 1st Edition, by A. Kaushik, (2009) (assigned chapters posted on Collab)
 Website Optimization, by A. B. King (2008) (assigned chapters posted on Collab)
 Readings posted on Collab
 Google Analytics and Google AdWords (both publicly available)
 SQL Server Management Studio (installed in labs & available at http://virginia.onthehub.com/)
 Tableau Desktop (installed in labs and available at http://www.tableau.com/tft/activation).
Instructions: Click on the link and select Get Started. On the form, enter your university email
address for “Business email”; and under "Organization", please input the name of your school.
Download Tableau Desktop and enter this key: TDC4-625E-DAA0-5A96-48D7. License will be
valid through 7/31/2017.

GCOM 7230 Syllabus Page 1

Course Grading

Final grades will be determined using the following weights:

Item Percentage
Quizzes 25%
Assignments 30%
Projects 30%
Reading Write-ups 5%
Class Participation 10%
The instructor reserves the right to grade on the curve when it is expedient

Quizzes (25%)
Quizzes will be given throughout the semester. Each quiz will include approximately five to ten
questions. The quiz questions are intended to test students’ understanding of the key concepts
covered in class. Approximately four to five quizzes will be given. Students will only be allowed
to make up a maximum of one missed quiz, and only in cases of an excused absence.

Assignments (30%)

Each student will work individually on assignments pertaining to specific topics covered in class
(account for 30% of the grade). These will generally be short assignments, closely related to the
class lectures and labs from that week. Details for each assignment will be provided on Collab and
discussed in class. Late submissions will be accepted with penalty (see Late Policy).

Team Projects (30% total)

Students will work in teams on two projects during the semester. Peer evaluations will be
completed by each team member for each project and performance indicated will be factored in
the final project score at the instructor’s discretion. Detailed guidelines for each project will be
provided on Collab and discussed in class.

Reading Write-ups (5%)

There will be approximately four to five reading write-ups. The due dates are listed in the
deliverables column of the Course Schedule. The write-up must be at least half a page (single-
spaced, Times New Roman 12pt font, 1-inch margins on all sides), not to exceed one page. On the
write-up due date, you need to bring in a hard copy for class discussion, and turn it in after
the class. Write-ups should reflect your thoughts about the reading to support discussion in class.
Late submissions will be accepted with penalty (see Late Policy).

Attendance & Participation (10%)

Attendance is essential and expected. If you have to miss a class or part of a class, you are
required to email the instructor (and cc yourself) before the class starts. If an assignment or
presentation is due that week, you need to ask a trusted team member to turn it in or present on
your behalf.

You are expected to actively participate in individual and team discussions inside and outside of
the classroom, share your experience and ideas, and respond to classmates’ comments.

GCOM 7230 Syllabus Page 2

GCOM 7230 – Digital Analytics – Tentative Course Schedule (subject to change)
Date Topic Readings/Preparation Deliverables
Wed 1/17 Course Overview
Digital Analytics Landscape
Mon 1/22 Database Overview
ER Diagrams and Data Modeling
Wed 1/24 Normalization w3schools SQL Tutorial set 1
Basic SQL review (see below tutorial table)
Mon 1/29 Basic SQL lab w3schools SQL Tutorial set 2 Assignment #1 ERDs
(see below tutorial table)
Wed 1/31 Joins and sub-queries w3schools SQL Tutorial set 3
(see below tutorial table)
Mon 2/5 Joins and sub-queries lab Assignment #2 Basic SQL

Wed 2/7 Tableau: Basics Tableau tutorial set 1

(see below tutorial table)
Mon 2/12 Tableau: Visual Analytics Tableau tutorial set 2 Assignment #3 Adv. SQL
(see below tutorial table)
Wed 2/14 Tableau: Mapping and Dashboards Tableau tutorial set 3
(see below tutorial table)
Mon 2/19 Social Analytics Overview Moz Social Media Guide (1) Reading writeup #1
Social Metrics that Matter (2) Assignment #4 Tableau
(seems a lot but mostly pictures)
Wed 2/21 Social Analytics Landscape Twitter Cuts off DataSift (3) Assignment #5 part 1: Social
SA Tech Overview (4) Analytics Landscape pitches
SA Market Guide (5)
Mon 2/26 Social Analytics with Tableau Framework for SA (6) Assignment #5 part 2: Social
Kaushik Social Metrics (7) Analytics Landscape memos
100 Ways to Measure SM (8)
Tableau tutorial set 4 (see table)
Wed 2/28 TBD/Social Media Dashboard Gartner Social Use Cases (9) Reading writeup #2
project work day Social Identities (10)
Helping Custs on Social (11)
Tweet Me, Make Me Buy (12)
Social Helps Bottom Line? (13)
Mon 3/5 No Class: Spring Break
Wed 3/7 No Class: Spring Break

GCOM 7230 Syllabus Page 4

GCOM 7230 – Digital Analytics – Tentative Course Schedule (subject to change)
Date Topic Readings/Preparation Deliverables
Mon 3/12 Web Analytics: Overview

Wed 3/14 Web Analytics: Reports Kaushik Chapter 3

Kaushik Chapter 4 part 1
(Collab)

Google Analytics Video

(https://www.youtube.com/
watch?v=I7YA1oZhevo)
Mon 3/19 Web Analytics: Funnels Kaushik Chapter 4 part 2 Reading writeup #3 – After reading
and conversion Kaushik Chapter 5 Kaushik’s overview of web analytics,
3 Ways to Get More (14) which of the 3 ways to get more seems
(Collab) most challenging (you can think about the
context of McIntire’s programs/website)
Wed 3/21 Web Analytics Lab Assignment #6: Web analytics

Mon 3/26 Social Media Dashboard Social Media Dashboard

project presentations
(8:00 AM - 10:30 AM)
Wed 3/28 Search Engine King Chapter 1
Optimization King Chapter 2
Mon 4/2 Paid Search King Chapter 3 Web Analytics Project Milestone 1
Kaushik Chapter 11
Wed 4/4 Search Analytics: Lorde Song (15) Assignment #7 SEO
Keyword Bidding
Insights on the AdWords Reading writeup #4 - After reading this
Auction video article and the book chapters, in your
(https://www.youtube.com/ opinion, what are the potential challenges,
watch?v=PjOHTFRaBWA) moving forward, for organizations that
rely heavily on paid search initiatives on
search engines for impressions, traffic,
and conversions? What role will mobile
technologies and social media play?
Mon 4/9 Paid Search Lab

Wed 4/11 Web Analytics project Web Analytics Project Milestone 2

work day
Mon 4/16 TBD
Wed 4/18 TBD
Mon 4/23 TBD
Wed 4/25 Project Presentations Web Analytics Project Milestone 3
(8:00 AM - 10:30 AM)

GCOM 7230 Syllabus Page 5

 List of Required Tutorials

Date Tutorial Set Tutorial Name URL

Wed 1/27 w3schools SQL set 1 SQL Intro http://www.w3schools.com/sql/sql_intro.asp
SQL Syntax http://www.w3schools.com/sql/sql_syntax.asp
SQL Select http://www.w3schools.com/sql/sql_select.asp
SQL Distinct http://www.w3schools.com/sql/sql_distinct.asp
SQL Where http://www.w3schools.com/sql/sql_distinct.asp
SQL And & Or http://www.w3schools.com/sql/sql_and_or.asp
SQL Order By http://www.w3schools.com/sql/sql_orderby.asp
SQL Select Top http://www.w3schools.com/sql/sql_top.asp
SQL Like http://www.w3schools.com/sql/sql_like.asp
SQL Wildcards http://www.w3schools.com/sql/sql_wildcards.asp
SQL In http://www.w3schools.com/sql/sql_in.asp
SQL Between http://www.w3schools.com/sql/sql_between.asp
SQL Null Values http://www.w3schools.com/sql/sql_null_values.asp
SQL Data Types http://www.w3schools.com/sql/sql_datatypes_general.asp
SQL DB Data Types http://www.w3schools.com/sql/sql_datatypes.asp
Mon 2/1 w3schools SQL set 2 SQL Dates http://www.w3schools.com/sql/sql_dates.asp
SQL Null Functions http://www.w3schools.com/sql/sql_isnull.asp
SQL Functions http://www.w3schools.com/sql/sql_functions.asp
SQL Avg() http://www.w3schools.com/sql/sql_func_avg.asp
SQL Count() http://www.w3schools.com/sql/sql_func_count.asp
SQL First() http://www.w3schools.com/sql/sql_func_first.asp
SQL Last() http://www.w3schools.com/sql/sql_func_last.asp
SQL Max() http://www.w3schools.com/sql/sql_func_max.asp
SQL Min() http://www.w3schools.com/sql/sql_func_min.asp
SQL Sum() http://www.w3schools.com/sql/sql_func_sum.asp
SQL Group By http://www.w3schools.com/sql/sql_groupby.asp
SQL Having http://www.w3schools.com/sql/sql_having.asp
SQL Ucase() http://www.w3schools.com/sql/sql_func_ucase.asp
SQL Lcase() http://www.w3schools.com/sql/sql_func_lcase.asp
SQL Mid() http://www.w3schools.com/sql/sql_func_mid.asp
SQL Len() http://www.w3schools.com/sql/sql_func_len.asp
SQL Round() http://www.w3schools.com/sql/sql_func_round.asp
SQL Now() http://www.w3schools.com/sql/sql_func_now.asp
SQL Format() http://www.w3schools.com/sql/sql_func_format.asp
Wed 2/3 w3schools SQL set 3 SQL Aliases http://www.w3schools.com/sql/sql_alias.asp
SQL Joins http://www.w3schools.com/sql/sql_join.asp
SQL Inner Join http://www.w3schools.com/sql/sql_join_inner.asp
SQL Left Join http://www.w3schools.com/sql/sql_join_left.asp
SQL Right Join http://www.w3schools.com/sql/sql_join_right.asp
SQL Full Join http://www.w3schools.com/sql/sql_join_full.asp
SQL Union http://www.w3schools.com/sql/sql_union.asp

GCOM 7230 Syllabus Page 6

Date Tutorial Set Tutorial Name URL
Wed 2/10 Tableau set 1 Getting Started https://www.tableau.com/learn/tutorials/on-demand/getting-started
(51 minutes) The Tableau Interface https://www.tableau.com/learn/tutorials/on-demand/tableau-interface
Distributing and Publishing https://www.tableau.com/learn/tutorials/on-demand/distributing-and-
publishing
Getting Started with Data https://www.tableau.com/learn/tutorials/on-demand/getting-started-data
Connecting to Databases https://www.tableau.com/learn/tutorials/on-demand/connecting-
and Advanced Features databases-and-advanced-features
Using and Refreshing https://www.tableau.com/learn/tutorials/on-demand/using-and-
Extracts refreshing-extracts
Mon 2/15 Tableau set 2 Getting Started with Visual https://www.tableau.com/learn/tutorials/on-demand/getting-started-
(73 minutes) Analytics visual-analytics
Drill Down and Hierarchies https://www.tableau.com/learn/tutorials/on-demand/drill-down-and-
hierarchies
Sorting https://www.tableau.com/learn/tutorials/on-demand/sorting
Grouping https://www.tableau.com/learn/tutorials/on-demand/grouping
Additional Ways to Group https://www.tableau.com/learn/tutorials/on-demand/additional-ways-
group
Creating Sets https://www.tableau.com/learn/tutorials/on-demand/creating-sets
Working with Sets https://www.tableau.com/learn/tutorials/on-demand/working-sets
Ways to Filter https://www.tableau.com/learn/tutorials/on-demand/ways-filter
Using the Filter Shelf https://www.tableau.com/learn/tutorials/on-demand/using-filter-shelf
Quick Filters https://www.tableau.com/learn/tutorials/on-demand/quick-filters
Where Tableau Filters https://www.tableau.com/learn/tutorials/on-demand/where-tableau-filters
Filtering for Top and Top N https://www.tableau.com/learn/tutorials/on-demand/filtering-top-and-
top-n
Additional Filtering Topics https://www.tableau.com/learn/tutorials/on-demand/additional-filtering-
topics
Parameters https://www.tableau.com/learn/tutorials/on-demand/parameters
Wed 2/17 Tableau set 3 Getting Started with https://www.tableau.com/learn/tutorials/on-demand/getting-started-
(61 minutes) Calculations calculations
String Calculations https://www.tableau.com/learn/tutorials/on-demand/string-calculations
Trend Lines https://www.tableau.com/learn/tutorials/on-demand/trend-lines
Reference Lines https://www.tableau.com/learn/tutorials/on-demand/reference-lines
Getting Started with https://www.tableau.com/learn/tutorials/on-demand/getting-started-
Mapping mapping
Maps in Tableau https://www.tableau.com/learn/tutorials/on-demand/maps-tableau
Getting Started with https://www.tableau.com/learn/tutorials/on-demand/getting-started-
Dashboards and Stories dashboards-and-stories
Building a Dashboard https://www.tableau.com/learn/tutorials/on-demand/building-dashboard
Dashboard Layouts and https://www.tableau.com/learn/tutorials/on-demand/dashboard-layouts-
Formatting and-formatting
Dashboard Interactivity https://www.tableau.com/learn/tutorials/on-demand/dashboard-
using Actions interactivity-using-actions
Dashboard Best Practices https://www.tableau.com/learn/tutorials/on-demand/dashboard-best-
practices
Story Points https://www.tableau.com/learn/tutorials/on-demand/story-points
Mon 2/29 Tableau set 4 Using Social Media https://www.youtube.com/watch?v=fe9OcjWx-3o
(37 minutes) Analytics for Insight
Social Media Metrics http://www.tableau.com/learn/webinars/social-media-metrics-how-
measure-and-optimize

GCOM 7230 Syllabus Page 7