SMD203 - Web Mining and Analytics

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Last revision date 2017-10-05 10:03:05.873
Last review date 2017-11-21 08:17:31.986

Subject Title
Web Mining and Analytics

Subject Description

It is important to measure the effectiveness of social media marketing programs. This subject will explore the integration of email profile data and web analytics; site recency, frequency, monetary (RFM) analysis; site usage; and Social Media Monitoring and Dashboards. 

Credit Status
SMD203 is a compulsory credit subject for students in the Social Media Graduate Certificate. It is a pre-requisite for the remaining courses in the Social Media Graduate Certificate.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

  1. Identify current web mining and analytical tools to address use value
  2. Advocate for the ethical use of data to ensure users’ rights to privacy are protected
  3. Utilize web analytics to develop marketing, communication, and IT recommendations.
  4. Contrast differences between onsite and offsite web analytics to determine which has a greater benefit to a specific organization
  5. Interpret data gained through web analytics to optimize online presence

Essential Employability Skills
Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

Respond to written, spoken, or visual messages in a manner that ensures effective communication.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

Analyze, evaluate, and apply relevant information from a variety of sources.

Manage the use of time and other resources to complete projects.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on for further information regarding cheating and plagiarism policies and procedures.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.