Total No. of Questions: 6 Total No.

of Printed Pages:3

Enrollment No......................................

Faculty of Management Studies

End Sem (Even) Examination May-2022
MS3ED08 Social & Web Analytics
Programme: BBA Branch/Specialisation: DM
Duration: 3 Hrs. Maximum Marks: 60

Note: All questions are compulsory. Internal choices, if any, are indicated. Answers of
Q.1 (MCQs) should be written in full instead of only a, b, c or d.
Q.1 i. What is the term adopted for updates by twitter users? 1
(a) Tweets (b) Twoots (c) Twinks (d) Post
ii. The best way to improve search engine ranking_______. 1
(a) Video (b) Powerpoint
(c) Blog (d) Url share
iii. What is the big differences between traditional media and social 1
media?
(a) Participatory production.
(b) Social media reaches only a few people at a time.
(c) The management structure of the companies.
(d) Traditional media offers no way for audiences to
communicate with media producers.
iv. Social networks are organized primarily around: 1
(a) Brands (b) People (c) Interests (d) Discussions
v. The most common user identification technique is via: 1
(a) Sessions (b) Cookies
(c) Segmentation (d) Page views
vi. A/B Testing also known as: 1
(a) Split testing (b) Version testing
(c) Web testing (d) Compare testing
vii. The Process of describing the data that is huge and complex to 1
store and process is known as:
(a) Analytics (b) Data mining
(c) Big data (d) Data warehouse
P.T.O.
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viii. Data visualization is also an element of the broader _______. 1 Q.5 i. Describe the applications of link prediction in social networks. 4
(a) Data process architecture ii. What is game data analysis? How is data analytics used in 6
(b) Dataset presentation architecture gaming? What is the future of gaming industry?
(c) Data presentation architecture OR iii. What is collective classification? What are the advantages of 6
(d) Deliver presentation architecture collective classification? Explain with the help of example.
ix. Which goals are available in Google Analytics? 1
(a) Pageview, Event, Transaction, Social Q.6 Attempt any two:
(b) Location, Event, Time, Users per Session i. How to analyze Facebook data to understand your audience, to get 5
(c) Destination, Event, Pageview, Social valuable metrics?
(d) Destination, Event, Duration, Pages/Screens per Session ii. Define the differences between reach and engagement. Also 5
x. What feature is necessary for delivering data to Google Analytics 1 explain few common interests both for reach and engagement.
via a web-connected device (like a point-of-sale system)? iii. What is the significance of demographics in social media 5
(a) The Measurement Protocol targeting? How does demographic affect marketing decisions?
(b) Browser cookies
(c) Data Import ******
(d) The Networking Protocol

Q.2 i. What is social media analytics and why is it important? 2

ii. How do large corporations use social media? 3
iii. Describe the five key objectives of social media analytics. 5
OR iv. Explain top five ways how social media impacts your business. 5

Q.3 i. What does social network analysis focus on? 2

ii. What is social data visualization? How does visualization help to 8
understand the social network? How to collect the data in order to
complete the social network analysis.
OR iii. What is a matrix and graph theory in social network analysis? 8
How matrices are used in network? What is adjacency matrix in
network analysis? Explain with the help of suitable example.

Q.4 i. Which web analytics tool is best and which features made it best? 3
ii. What is clickstream analytics? What’s included in clickstream 7
information? What can clickstream data tell you about your
business?
OR iii. Explain seven differences between indexing and crawling. 7
 Marking Scheme ii. Social data visualization 2 marks 8
MS3ED08 Social & Web Analytics Visualization help to understand the social network
3 marks
Q.1 i. What is the term adopted for updates by twitter users? 1 Collect the data in order to complete the social network analysis
(a) Tweets 3 marks
ii. The best way to improve search engine ranking_______. 1 OR iii. Matrix and graph theory 2 marks 8
(c) Blog Matrices are used in network and adjacency matrix in network
iii. What is the big differences between traditional media and social 1 analysis 3 marks
media? Example 3 marks
(a) Participatory production
iv. Social networks are organized primarily around: 1 Q.4 i. Web analytics tool is best and which features made it best 3
(b) People As per the explanation
v. The most common user identification technique is via: 1 ii. Clickstream analytics 2 marks 7
(b) Cookies Included in clickstream information 2 marks
vi. A/B Testing also known as: 1 Clickstream data tells 3 marks
(a) Split testing OR iii. Seven differences between indexing and crawling. 7
vii. The Process of describing the data that is huge and complex to 1 1 mark for each difference (1 mark * 7)
store and process is known as:
(c) Big data Q.5 i. Applications of link prediction in social networks 4
viii. Data visualization is also an element of the broader _______. 1 ii. Game data analysis 2 marks 6
(a) Data process architecture
Data analytics used in gaming 2 marks
ix. Which goals are available in Google Analytics? 1
Future of gaming industry 2 marks
(d) Destination, Event, Duration, Pages/Screens per Session
OR iii. Collective classification 2 marks 6
x. What feature is necessary for delivering data to Google Analytics 1
Advantages of collective classification 2 marks
via a web-connected device (like a point-of-sale system)?
Example 2 marks
(a) The Measurement Protocol

Q.2 i. Social media analytics 1 mark 2 Q.6 Attempt any two:

Importance 1 mark i. Analyse Facebook data 3 marks 5
ii. How do large corporations use social media? 3 To get valuable metrics 2 marks
As per Explanation ii. Differences between reach and engagement 3 marks 5
iii. Five key objectives of social media analytics. 5 Common interests both for reach and engagement 2 marks
1 mark for each (1 mark * 5) iii. Significance of demographics 3 marks 5
OR iv. Five ways how social media impacts your business. 5 Demographic affect marketing decisions 2 marks
1 mark for each (1 mark * 5)
******
Q.3 i. Social network analysis focus on 2
As per the explanation