Analytics and Reporting for Digital Media

    EXSM 5512 is offered this fall and winter:

Learn how to mea­sure where your web traf­fic is com­ing from, how much web traf­fic you are receiv­ing, which mes­sages are most effec­tive at dri­ving users to your desired des­ti­na­tion, and how to report on these mea­sures. Explore var­i­ous approach­es to use ana­lyt­ics includ­ing Google Ana­lyt­ics and ROI analysis.
Course at a glance
  • Fully online asynchronous course, accessible through eClass, the University of Alberta’s eLearning management tool.
  • Aimed at those who want to better reach and communicate with their target audiences while understanding and building social media skills, including small business owners and those working in government, small to large enterprises, not-for-profits, and board-run organizations.
What you will learn

By the end of this course, you should be able to:

  • Understand the language of analytics, including a working knowledge of the many acronyms and how to interpret the information provided by analytics tools.
  • Identify the characteristics of social measures as they apply to traditional and digital media.
  • Identify metrics that are valid for social media and describe how they can be analyzed to support business objectives.
  • Describe the benefits and challenges associated with applying social media analytics to business objectives.
  • Develop a reporting framework that conveys the information acquired from social media analytics.

Offered:

Take note:
  • While there are no prerequisites for this course, a general working knowledge of Social Media platforms is recommended for student success.
  • At the course start date, you’ll be expected to have valid accounts of the following: Google Analytics, Facebook, Twitter, and LinkedIn.
  • Take some time before the course to become familiar with the four above-noted platforms; a basic understanding of the content, layout and navigation will help ensure we can progress together into more in-depth discussion.
  • This course has the equivalent of three hours of online instruction per week (including voice over PowerPoints, readings, and resource links), plus weekly assignments.
  • Students are encouraged to build relationships and network with their classmates through forums and discussions.
Sep 28, 2021Nov 15, 2021
Asyn­chro­nous online learning, eClass

21 hours of instruction

In asynchronous online courses, students are expected to move through the course material at the same pace as their peers, but there are no real-time virtual classroom sessions to attend. All components of this type of course are accessible through eClass, the University of Alberta’s eLearning management tool. for­mat details

Your Instructor

Dana DiTomasoID: dana-ditomaso

Dana DiTomaso is president and partner at Kick Point, where she helps people and teams do better marketing. Alongside the team at Kick Point, Dana pushes her clients to set goals and track data, so that they understand what strategies and tactics bring value and what is just a waste of money. Dana speaks at conferences around the world about reporting and analytics, SEO, and brand building. In her spare time, Dana is the weekly technology columnist on CBC Edmonton AM. She also enjoys drinking fancy beer and yelling at football players.

Class info
Take note:
  • While there are no prerequisites for this course, a general working knowledge of Social Media platforms is recommended for student success.
  • At the course start date, you’ll be expected to have valid accounts of the following: Google Analytics, Facebook, Twitter, and LinkedIn.
  • Take some time before the course to become familiar with the four above-noted platforms; a basic understanding of the content, layout and navigation will help ensure we can progress together into more in-depth discussion.
  • This course has the equivalent of three hours of online instruction per week (including voice over PowerPoints, readings, and resource links), plus weekly assignments.
  • Students are encouraged to build relationships and network with their classmates through forums and discussions.
Jan 11, 2022Feb 28, 2022
Asyn­chro­nous online learning, eClass

21 hours of instruction

In asynchronous online courses, students are expected to move through the course material at the same pace as their peers, but there are no real-time virtual classroom sessions to attend. All components of this type of course are accessible through eClass, the University of Alberta’s eLearning management tool. for­mat details

Your Instructor

Dana DiTomasoID: dana-ditomaso

Dana DiTomaso is president and partner at Kick Point, where she helps people and teams do better marketing. Alongside the team at Kick Point, Dana pushes her clients to set goals and track data, so that they understand what strategies and tactics bring value and what is just a waste of money. Dana speaks at conferences around the world about reporting and analytics, SEO, and brand building. In her spare time, Dana is the weekly technology columnist on CBC Edmonton AM. She also enjoys drinking fancy beer and yelling at football players.

Class info
This course has no prerequisites

Students from all educational backgrounds welcome. You can register for this course without applying and enrolling in a program.

Take note:

  • While there are no prerequisites for this course, a general working knowledge of Social Media platforms is recommended for student success.
  • At the course start date, you’ll be expected to have valid accounts of the following: Google Analytics, Facebook, Twitter, and LinkedIn.
  • Take some time before the course to become familiar with the four above-noted platforms; a basic understanding of the content, layout and navigation will help ensure we can progress together into more in-depth discussion.
  • This course has the equivalent of three hours of online instruction per week (including voice over PowerPoints, readings, and resource links), plus weekly assignments.
  • Students are encouraged to build relationships and network with their classmates through forums and discussions.
Currently counts towards

We recommend that you apply to the program as soon as possible to lock in your course requirements as they are subject to change.

*If you are already enroled in this program, please refer to your specific program requirements as outlined at the time of your admission: Bear Tracks > Academic Advisement.

This is a skills-enhancing course in

You can register for and take a course without applying and enrolling into the program.

Looking for
different course dates?

New course schedules are released each June and November.

EXSM 5512 is offered this fall and winter: