Analysing the Web and Social Networks

Interconnected digital environments have the potential to disclose invaluable insights into the psychosocial attributes, expectations, and needs of users, and to influence future directions, through the collection and analysis of data. In this unit, we explore how to harness this data to inform decisions and the methodologies used in industry. We also deconstruct the notion of data and investigate using data on our own terms. A range of data sources, including metrics that are sometimes overlooked such as accessibility and sustainability metrics form part of our explorations. Learning analytics are a type of web analytics gaining importance for students and academics. We review the implications and the 'actionable insights' from this type of data. Students will learn about analytical tools available to professionals, in particular, those that measure the performance of digital environments or products. They will learn how such tools inform research into the behaviour of users, product or service developments and improvements in campaign or project outcomes. The unit is grounded in the consideration of the complexities in the field including those of trust, privacy, and information injustice.