Digital Communication Analytics and Metrics

Course Description

COURSE OVERVIEW. Explores the study of digital communication, data and the use of analytics to generate insight, evaluate communication strategies and inform decision-making. Examines techniques for extracting and interpreting information from websites, social media platforms and/or digital campaigns. Examines how data are used to assess audience behavior, platform performance, search engine optimization, message reach, engagement and/or return on investment. Considers how digital tactics connect across marketing, digital media platforms and communication research. Draws attention to the role of data in strategic planning. Course concepts are illustrated with examples that may involve digital communication in organizational, commercial, journalistic, political and/or nonprofit contexts. RELEVANCE AND APPLICATION. Promotes workforce preparation for careers in strategic communication, public relations, advertising, journalism, marketing, audience research and digital media. Advances understanding and skills related to interpreting performance metrics, applying measurement models and using analytics to support campaigns, outreach, reporting and/or organizational decision-making. Supports academic and professional work in areas where communication effectiveness, audience insight and data-informed planning intersect. DEEPENING UNDERSTANDINGS. Clarifies the role of analytics in shaping communication strategy, storytelling and/or organizational decision-making. Highlights the difference between data collection and meaningful interpretation. Builds recognition of how digital communication practices intersect with privacy expectations, ethical obligations and the constraints of data tracking and measurement. TOPICS AND THEMES. May include analysis of web traffic, audience demographics and user behavior; study of paid, earned and owned media metrics; consideration of measurement models, platform dashboards and optimization tactics; exploration of data-driven decision-making, campaign evaluation, content performance, randomized field experiment and competitive research. Course examples may involve sectors such as journalism, marketing, nonprofit advocacy, strategic communication and/or politics, reflecting the varied uses of digital analytics in public communication. Prerequisites: Grade of B or better in COMM 275/JOUR 275, COMM 323, or JOUR 200; junior or senior classification. Cross Listing: JOUR 306/COMM 304.

Code

COMM 304

Credits

3

Subject

COMM