If you need a similar but plagiarism-free “digital analytics”, then feel free to contact us!
Coursework
Learning Outcomes Addressed
-
- Formulate and develop a digital analytic strategy.
- Test, select, and evaluate digital analytic concepts.
- Critically evaluate digital analytics reports.
- Critically examine, formulate and evaluate a business response to the information obtained from digital analytics and other business intelligence sources.
- Understand how digital analytics can be deployed to test and measure online innovation.
COURSEWORK BRIEF
Focusing on the given case study Web site www.johnlewis.com and relevant social media platforms, in one report, this coursework is worth 100% of the total marks available for this module. This is an individual piece of work. The word limit for the whole report is 3500 words.
Part one: 50%. Practical social media experiments and data analysis on the business ideas, innovation, brands, or products/services on the social media platforms such as Facebook or Twitter in relation to the specified and given Web site, www.johnlewis.com, and the business, with a word limit of 1500 words about Web analytics and the use of Facebook Insights, Twitter Analytics, SocialBlade and/or Twitonomy.
This part of the coursework will be making use of a popular social networking Website/platform, Facebook, or Twitter, and its mechanism for communication (i.e. Facebook pages and posts, Twitter profile page and tweets).
In order to complete this coursework, you will need to have a Facebook account or Twitter account, and focus on the business ideas, innovation, brands, or products/services on the social media platforms such as Facebook or Twitter in relation to the e-commerce Web site, www.johnlewis.com, and the business, develop relevant Facebook or Twitter page and start Facebook posts or Twitter tweets.
Once you have created the page and posts or tweets, and have attracted likes, you will be able to access and view the analytics system or functions, such as Facebook Insights or Twitter Analytics. It is the data generated by Facebook Insights or Twitter Analytics you will be discussing and analyzing in your coursework reports.
Your task is to attract and encourage people to “LIKE” your page, posts, or follow your tweets, you then need to conduct a series of experiments (i.e. Design and create a page, change a page or page elements, make posts or tweets, etc.) to see how viewers/audience react.
You will therefore need to focus on an experiment area, choose or develop a method or approach for these experiments and determine what your experiments are to discover (please ensure the testing is something that can be justified in a business context). You then need to write a report on your experiments.
The report should provide details about what you were testing for, the aims or objectives of your experiments, the method or approach you used for doing your experiments, the experimental procedure, data gathering or collection process, findings of your experiments, and analysis of the data collected, and conclusions and recommendations.
Furthermore, we would like you to analyze whether Facebook Insights or Twitter Analytics gathers and provides the right kind of information to support or enable organizations to make effective management decisions.
You may use Twitter or Instagram as an alternative if you cannot create a Facebook account or your Facebook account is disabled.
In addition, social media data & analytics about the specified e-commerce Web site www.johnlewis.com, products, or services, may be analyzed using SocialBlade and/or Twitonomy.
For part one of your report, you must cover the following key elements
- Selection and analysis of an experiment area focusing on the business ideas or products/services in relation to the e-commerce Web site, johnlewis.com
- The method and procedure for conducting the experiments
- Data gathering and analysis using Facebook Insights, Twitter Analytics, SocialBlade, and/or Twitonomy
- Reflections upon the use of Facebook, Facebook Insights, Twitter, Twitter Analytics SocialBlade and/or Twitonomy, or others
- References
This part of your report should be approximately 1,500 words in length (excluding references, illustrations such as diagrams, charts and pictures, and appendices) and should cover the above-mentioned key elements, typical screenshots of your posts, Web pages, and the key analytics or data. The structure of part one of the report should cover the above-mentioned elements and should follow the Elements and Marking Criteria Guide.
Part two: 50%. For the specified and given Web site www.johnlewis.com and the business, you conduct a case study with a word limit of 2000 words; analyze Web analytics & business intelligence in action; apply and recommend associated frameworks and software tools, such as SimilarWeb.
In this part of the coursework, you are required to conduct a case study, review, and propose a course of action for the Web site, www.johnlewis.com, and the business.
You should provide an overview of the site, stating where and what Web analytics paradigms, frameworks, models, techniques, and tools you could use. Indicating the rationale for this and how it could be used to understand visitors’ behavior, clickstreams, and how to improve the Website’s success, performance, and business decision making.
You should also include in your overview, a discussion about how the Web site and associated organization’s business intelligence can be linked to its web analytics data, providing a case for this based on relevant theories, frameworks, and/or architecture.
For part two of your report, the following key elements must be covered:
- Analysis and evaluation of the Web site, johnlewis.com, by applying relevant frameworks or models. You may use software tools such as SimilarWeb in support of your analysis.
- Discussion and analysis of the combined use of business intelligence and Web analytics for the specified Web site
- Proposing and justifying the appropriate use of relevant paradigms, frameworks, models, and Web analytics software tools in order to understand the visitors’ behavior, and clickstreams, improve the Web site usage and business performance, and support decision making for the specified Web site and business.
- References
Part two of your report should be approximately 2,000 words in length (excluding references, illustrations such as diagrams, charts and pictures, and appendices).
Your whole report should be presented in a format including the title page, executive summary, content page, part one and part two of your report, conclusions, acknowledgments if applicable, references, and appendices. The structure of part two of the report should cover the above-mentioned elements and should follow the Elements and Marking Criteria Guide.
The Elements and Marking Criteria Guide
The mark allocation will be balanced for each of the elements mentioned in the coursework requirements and will also consider the items listed in the following table.
| Elements and marking criteria | Mark allocation |
| Part one & part two |
| A title page, executive summary & introduction for the whole report
Title page. Clear and concise executive summary. A clear introduction with the background; clear aims, goals, objectives, or purposes. |
5% |
| Part One | |
| Selection and analysis of social media experiment area in relation to www.johnlewis.com business, products, services, and/or innovation
Background, aims, goals, objectives, purposes, questions, or strategies; justifying your selection of the experiment area; analysis of your experiment area; application of theories; critical argument; independent thought; originality. |
5% |
| Methods, approaches, and procedures for the experiment
Multivariate testing, A/B testing, and/or the use of research questions or business questions, or a step-by-step procedure; creation of Facebook pages and posts, or Twitter page and tweets; creativity. |
5% |
| Data gathering, analysis & reflection
Data gathering, data collection; using Facebook and Facebook Insights or Twitter and Twitter Analytics or other alternatives to collect and report relevant Internet data including reach, fans, likes; demographics; engaged users or audience if the data is available; screenshots; in-depth analysis; coherent argument; independent thought, creativity, and originality; application of concepts, frameworks, theories, and software tools learned from this module. Provide your own deep and careful thoughts and an account of the functions, strengths, advantages, weaknesses, and limitations of Facebook, Facebook Insights, Twitter, Twitter Analytics, and other tools such as SocialBlade. |
25% |
| Conclusions of part one
Referring to the business-related experiment area; being relevant and well-formulated; marking coherent links with your experiment area, methods, process, and analysis of the results; appropriate recommendations for potential business users, readers, and further work. |
5% |
| Part Two |
| Analysis & evaluation of the specified Web site www.johnlewis.com
Critical analysis of business goals, strategies, Web site design, and usability. Appropriate application of relevant theories and frameworks. Critical argument. Independent thought. Identify the problems. Establish the need for Web analytics and business intelligence. |
5%
|
| Discussion and analysis of the combined use of business intelligence and Web analytics for the specified Web site
Integration and combined use of business intelligence and Web analytics; supplementing each other; diverse sources of data and information; decision support. |
5% |
| Making a proposal/recommendations/suggestions for the appropriate use of relevant paradigms, frameworks, models, and Web analytics tools in the specified Web site in order to understand the visitors’ behavior, improve the Web site usage and business performance
Propose and recommend the use of Web analytics paradigm, theories, frameworks, models, and software tools for collecting, measuring, analyzing, and reporting relevant Internet data. Clear evidence of how your ideas and critical thinking contribute to the topic, built upon appropriate research, extensive reading, synthesis of the literature, and reflection. Indication of originality in sound recommendations or suggestions. Good practical implications. Thorough flow and cohesion of argument. |
25% |
| Conclusions of part two
Conclusions are relevant and well formulated. Refer to the background, aims, or purposes. Make coherent links with your analysis suggestions. Summing up. Inference. Reflection. Critical thinking. Future work. |
5% |
| Part one & part two | |
| References and referencing
The use of scientific literature and Web resources; references are cited and listed correctly; sources of information are acknowledged properly; appendices are used appropriately. |
10% |
| Structure and presentation | 5% |
| Report structure; logical follow; presentation; use of English and illustrations. |
Marking
| Marking guide | Mark band |
| Part 1 of the coursework:
No evidence, little evidence, or a clear lack of evidence of using Facebook & Facebook Insights or an alternative such as Twitter and Twitter Analytics to conduct relevant experiments and associated analysis. Errors, fundamental misunderstanding, or clear lack of understanding of the issues concerned with relevant Web analytics, Facebook or Twitter or an alternative, and associated concepts, frameworks, methods, and tools. No evidence of conducting Facebook or Twitter experiments. Lack of reflection and analysis. Inappropriate referencing. Confused structure. Clumsy writing in English. No attempt, little or limited attempt has been made to cover the following elements: selection and analysis of an experiment area (business-related); the procedure and methods or approaches for conducting the experiments; data gathering and analysis; reflections upon the use of Facebook & Facebook Insights or Twitter & Twitter Analytics or other alternatives; structure, presentations, and references. Part 2 of the coursework: Errors, fundamental misunderstanding, or clear lack of understanding of the issues concerned with relevant Web analytics, business intelligence, and associated concepts, paradigm, frameworks, methods, and tools. A clear lack of analysis. Inappropriate referencing. Confused structure. Clumsy writing in English. No attempt, little or limited attempt has been made to cover the following elements: a title page; executive summary and introduction; analysis of the specified Web site; discussion and analysis about the link between business intelligence and Web analytics for the specified site; proposing and justifying the appropriate use of relevant paradigms, frameworks, models, and Web analytics tools in order to understand the visitors’ behavior, clickstream, improve the Web site usage and business performance, and support decision making for the specified site; conclusions; references. |
0-39 |
| Part 1:
Demonstrates at least a basic, preferably detailed understanding of the major issues in relation to Web analytics, Facebook Insights, Twitter Analytics, or an alternative, and associated concepts, frameworks, methods, tools, their applications, reflection, and analysis. Evidence of conducting experiments using Facebook or Twitter or other alternatives with some likes attracted. Reading goes beyond basic textbooks. It should be well-structured and well-written. In addition, the main contents of the required elements should be covered in the report, with correct referencing and basic analysis of the data collected. Provide your own careful thoughts and an account of the functions, strengths, advantages, weaknesses, and limitations of Facebook & Facebook Insights or Twitter & Twitter Analytics, or other alternatives.
Part 2: Demonstrates at least a basic, preferably detailed understanding of the major issues and at least a general awareness of problems and conflicting viewpoints in relation to Web analytics, business intelligence, and associated concepts, paradigm, frameworks, methods, process, tools, their applications, reflection, and analysis. Reading should go beyond basic textbooks and should show at least an emerging ability to compare and contrast the arguments in different sources of information. It should be well-structured and well-written. In addition, the main contents of the required elements should be covered in the report, with correct referencing and basic analysis of relevant problems, data, and information.
|
40-49 |
| Part 1:
Demonstrates a proficient understanding of the major issues and awareness of problems in relation to Web analytics, Facebook Insights, Twitter Analytics, and associated concepts, frameworks, methods, tools, their applications, reflection, and analysis. Clear evidence of conducting good experiments using Facebook or Twitter or an alternative with an acceptable number of likes. It should demonstrate at least an emerging ability to evaluate and criticize sources of information. The quality of the argument should demonstrate a degree of sophistication and elegance. In addition, most contents of the required elements should be covered in the report, with correct referencing, and a good degree of competence in analysis and evaluation of the data collected. Part 2: Demonstrates a proficient understanding of the major issues and awareness of problems in relation to Web analytics, business intelligence, and associated |
50-59 |
| concepts, paradigm, frameworks, process, methods, tools, their applications, reflection, and analysis. It should demonstrate at least an emerging ability to evaluate and criticize sources of information. The quality of the argument should demonstrate a degree of sophistication and elegance. In addition, most contents of the required elements should be covered in the report, with correct referencing, and a good degree of competence in analysis of relevant business and innovation problems, data, and information.
|
|
| Part 1:
Demonstrates a clear ability to evaluate and criticize wide sources of information and at least an emerging ability to apply original insight and thought to the issues in relation to Web analytics, Facebook, Twitter, or an alternative and associated concepts, frameworks, methods, tools, their applications, reflection, and analysis. Clear evidence of conducting carefully planned and complete experiments using Facebook or Twitter or an alternative with a good number of likes. There should be at least a limited understanding of theoretical issues. In addition, most of the contents of the relevant elements should be covered in the report, with correct referencing and a good or preferably in-depth analysis of the data collected.
Part 2: Demonstrates a clear ability to evaluate and criticize wide sources of information and at least an emerging ability to apply original insight and thought to the issues in relation to Web analytics, business intelligence, and associated concepts, paradigm, frameworks, methods, process, tools, their applications, reflection, and analysis. There should be a good understanding of theoretical issues. In addition, most of the contents of the required elements should be covered in the report, with correct referencing and good or preferably in-depth analysis of relevant business and innovation problems, data, and information.
|
60-69 |
| Part 1:
Strong evidence of conducting professional, thorough, and complete experiments using Facebook or Twitter or an alternative with excellent engagement and a good number of likes. Demonstrates a clear ability to apply original insight and critical thought to the issues in relation to Web analytics, Facebook or Twitter or an alternative, and associated concepts, frameworks, methods, software tools, their applications, reflection, and analysis. Demonstrates a clear understanding of the problems and limitations of the methods or approaches used. It should demonstrate a degree of |
70-100 |
| sophistication in the way in which theory and practice are integrated. Demonstrate complete competence and a degree of sophistication in the analysis of the data collected.
For very high marks, it should be theoretically informed, with a high degree of originality and effective integration of secondary and primary data, on the topics of Web analytics, Facebook Insights, Twitter Analytics, or an alternative and applications in business or management. For the highest marks or grades to be awarded, it should be capable of adaptation with innovative applications, and a limited amount of effort either for publication (though not necessarily in a peer-reviewed journal) or for effective professional use. In addition, most or all the contents of the required elements should be covered in the report, with correct referencing, good independent thought, original insight, and in-depth analysis of the data collected.
Part 2: Demonstrates a clear ability to apply original insight and critical thought to the issues in relation to Web analytics, business intelligence, and associated concepts, paradigm, frameworks, methods, processes, tools, applications, reflection, and analysis. Demonstrates a clear understanding of the problems and limitations of the methods or approaches used. It should demonstrate a degree of sophistication in the way in which theory and practice are integrated. Cite and use an extensive range of research sources properly. Demonstrate complete competence and a degree of sophistication in the analysis of relevant problems, data, and information. For very high marks, it should be theoretically informed, with a high degree of originality and effective integration of data, information, and knowledge, on the topics of Web analytics, business intelligence, and relevant applications in business, management, and innovation. For the highest marks or grades to be awarded, it should be capable of adaptation with a limited amount of effort either for publication (though not necessarily in a peer-reviewed journal) or for effective professional use. In addition, most or all the contents of the required elements should be covered in the report, with correct referencing, good independent thought, original insight, and in-depth analysis of the problems, data, and information.
|
DUE DEADLINE
Do NOT include your name or student number within the file name or anywhere within your submission. The submission will be subject to anonymous marking. Having logged into Turnitin on Blackboard, the system will record your details anonymously and the tutors will only see your name after the entire submission has been assessed and provisional marks have been released to all students at the same time.
You need to submit ONLY an electronic copy via Blackboard Turnitin by the deadline. Therefore please ensure that you prepare your work for this form of submission (You can upload, Word/PDF files to Turnitin and it needs to be a single file). You are encouraged to submit your work as soon as possible before the deadline.
Please note Turnitin checks your work for potential academic offenses, so ensure you are very careful when referencing and quoting material. Please ensure when quoting that you use “quotation marks”.
You can only upload a single copy of your work to Blackboard, so please do not submit drafts and ask for them to be removed at a later stage.
It is your responsibility to ensure that work is submitted within the due deadlines.
Please DO NOT email your work to the module tutor rather than submitting your work to Turnitin. If you experience problems uploading your work to Turnitin you need to email the module leader as soon as possible (before the deadline) and await instructions. It is a requirement of this module that you upload your work to Turnitin, if you fail to comply with this request, your work will not be marked.
If you fail to meet the due deadline listed above, the normal University late penalties will be applied.
FEEDBACK
Feedback upon this assignment will be provided approximately 15 working days following the submission date.
An email will be also sent via Blackboard announcing when you can collect the assignment and feedback in person.
ACADEMIC REFERENCING
When writing an essay, report, or another assignment you will need to support your arguments by referring to published work such as books, journal or newspaper articles, government reports, dissertations and theses, and material from the Internet. It is expected that you use the Westminster Harvard Referencing style within this work.
You will need to give accurate references:
- To give credit to other authors’ concepts and ideas
- To provide the reader (often the marker/examiner of the assignment) with evidence of the breadth and depth of your reading
- To enable the readers of your work to locate the references easily
- To avoid being accused of plagiarism, an academic offense that can lead to loss of marks, module failure, or in severe cases exclusion from the University.
ASSESSMENT OFFENCES
Academic offenses, including plagiarism, are treated very seriously at the Westminster Business School. A student who is proven to have committed an academic offense may be placing his or her degree in jeopardy. It is your responsibility as a student to make sure that you understand what constitutes an academic offense, and in particular, what plagiarism is and how to avoid it.
Digital Analytics Example 1
This research paper will be divided into two parts. Part one will be aiming to explore and examine the digital analytical data that will be extracted via the popular social media network known as Facebook by using Facebook Analytics for the social media Facebook page experiment. The second part of the research paper will develop critical and thorough analysis and evaluation of the fashion clothing brand Ted Baker’s website while using relevant tools, frameworks, and theories such as WebQual methodology and HCI framework known as (Human-Computer Interaction Framework), conversion funnel and more.
Download Digital Analytics Example 1 PDF Below
Digital Analytics Coursework Example One
Digital Analytics Example 2
The following report is aimed at demonstrating the application of the Digital Analytics module’s indicative content along with its practical implementation. The main objective is to balance arguments and empirical examples. For this purpose, Part 1’s goal is to show practical work, enabled by Web-analytics tool, which subsequent completion would provide the basis for a reflection upon the experience.
Download Digital Analytics Example 2 PDF Below
Digital Analytics Coursework Example Two
Coursework Q&A & some formative comments
CW examples are provided in the Assessment area on Blackboard
| Elements and marking criteria | Mark allocation | Formative comments and some Q&A |
| Part one & part two | ||
| A title page, executive summary & introduction for the whole report
Title page. Clear and concise executive summary. A clear introduction with the background; clear aims, goals, objectives, or purposes. |
5% | For both part one and part two.
As required. Q: Is there any word limit for each section? A: No word limit allocated for each section or element for the purpose of flexibility. Goals/aims (weeks 3 & 4 lectures). Please see the coursework examples. |
| Part One | ||
| Selection and analysis of social media experiment area
Background, aims, goals, objectives, purposes, questions, or strategies; justifying your selection of the experiment area; analysis of your experiment area; application of theories; critical argument; independent thought; originality. |
5% | As required.
Q: What is the number of strategies? A: Can be one good social media strategy (weeks 3 & 4 lectures). Can be two or more including a competitive strategy. It should be relevant. Please see the coursework examples. |
| Methods, approaches, and procedures for the experiment
Multivariate testing, A/B testing, and/or the use of research questions or business questions, or a step-by-step procedure; creation of Facebook pages and posts, or Twitter page and tweets; creativity and originality |
5% | Q: A testing method?
May use only one testing method (See the latter part of the week 3 lecture) for the business experiment. Examples covered in week 3 lecture and computer seminar/workshop. As required. Please see the coursework examples. |
| Data gathering, analysis & reflection
Data gathering, data collection; using Facebook and Facebook Insights or Twitter and Twitter Analytics or other alternatives to collect and report |
25% | As required.
Q: Should I use Facebook & Facebook Insights, Twitter & Analytics, Instagram, and/or SocialBlade? |
| relevant Internet data including reach, fans, likes; demographics; engaged users or audience if the data is available; screenshots; in-depth analysis; coherent argument; independent thought, creativity, and originality; application of concepts, frameworks, theories, and software tools learned from this module.
Provide your own deep and careful thoughts and an account of the functions, strengths, weaknesses, and limitations of Facebook, Facebook Insights, Twitter, Twitter Analytics, and other tools such as SocialBlade. |
A: You are required to use
Facebook & Facebook Insights, Twitter & Analytics, or Instagram for data gathering and analysis. SocialBlade is optional. You may use it. Weeks 1-5 lectures and online research databases such as Google Scholar and the University’s e-library. Typical screenshots. Also reflection – deep thinking about social media & analytics tools, as required. Please see the coursework examples. |
|
| Conclusions of part one
Referring to the business-related experiment area; being relevant and well-formulated; marking coherent links with your experiment area, methods, process, and analysis of the results; appropriate recommendations for potential business users, readers, and further work. |
5% | As required. |
| Part Two | ||
| Analysis & evaluation of the specified Web site
Critical analysis of business goals, strategies, Web site design, and usability. Appropriate application of relevant theories and frameworks. Critical argument. Independent thought. Identify the problems. Establish the need for Web analytics and business intelligence. |
5%
|
See the example.
Q: Learning resources? A: Week 3 lecture and online research databases, such as Google Scholar and the University’s e-library. Q: Should I use any Web analytics tool for analysis? A: Yes. For example, you may use SimilarWeb here. Please see the coursework examples. |
| Discussion and analysis of the combined use of business intelligence and Web analytics for the specified Web site
Integration and combined use of business intelligence and Web |
5% | Q: Learning resources?
A: Weeks 9, 10 & 11 lectures, and online research databases. |
| analytics; supplementing each other; diverse sources of data and information; decision support. | ||
| Making recommendations/suggestions for the appropriate use of relevant paradigms, frameworks, models, and Web analytics tools in the specified Web site in order to understand the visitors’ behavior, improve the Web site usage and business performance
Propose and recommend the use of Web analytics paradigm, theories, frameworks, models, and software tools for collecting, measuring, analyzing, and reporting relevant Internet data. Clear evidence of how your ideas and critical thinking contribute to the topic, built upon appropriate research, extensive reading, synthesis of the literature, and reflection. Indication of originality in sound recommendations or suggestions. Good practical implications. Thorough flow and cohesion of argument. |
25% | Q: Digital analytics concepts, paradigms, frameworks, etc.?
A: Weeks 5-11 lectures, week 5 lecture for example; and online research databases, such as Google Scholar and the University’s e-library. Q: Software tools? A: You may use SimilarWeb here, and recommend the use of much other digital analytics & Web analytics & business intelligence software tools. Please see the coursework examples.
|
| Conclusions of part two
Conclusions are relevant and well formulated. Refer to the background, aims, or purposes. Make coherent links with your analysis suggestions. Summing up. Inference. Reflection. Critical thinking. Future work. |
5% | As required. |
| Part one & part two | ||
| References and referencing
The use of scientific literature and Web resources; references are cited and listed correctly; sources of information are acknowledged properly; appendices are used appropriately. |
10% | On relevant topics.
As required. |
| Structure and presentation
Report structure; logical follow; presentation; use of English and illustrations. |
5% | As required.
Westminster Harvard referencing style format/system |
If you need a similar but plagiarism-free “digital analytics”, then feel free to contact us!