COM302: how Information and data Gained Through web-based Research and Analysis can be Applied: Web Analytics Essay, MU, Singapore

Learning Guide
Introduction
Each topic will cover a different aspect of the unit that will be explored further in the lectures, readings, and workshop activities. The readings and lectures for each week provide a context for understanding how information and data gained through web-based research and analysis can be applied and how such research can provide broader social insights.

What you need to do
For each module, you are required to:

• Listen to the lecture for each topic
• Complete the required readings
• Complete all pre-workshop activities prior to attending the workshop
• Work through the learning activities/tasks provided in workshops
• Participate in workshop discussions
• Complete all post-workshop activities

Learning outcomes
All topics covered in this unit are designed to address all Unit Aims and Learning Objectives

Topic 1: Digitisation and datafication Introduction
We begin the unit with a broad introduction to web analytics and examine the importance of web data and web-based research. While data plays a key role in a range of online and web-based activities, it also is central to a range of broader social, political, and economic processes. In this topic, we briefly examine the processes that have contributed to this current state and establish a foundation for understanding later topics.

What you need to do:

Complete all pre-workshop activities as listed on MyUnits/LMS including the lecture and readings, prior to coming to class.

Key concepts

Web metrics
Web analytics
Data
Datafication
Digitization
Information overload
Online social networks

Essential reading
Please see the reading list on MyUnits/LMS.

Learning activities
Your tutor will guide you through the workshop activities conducted in class. You will need to complete the post-workshop activities after class.

Topic 2: Big data Introduction
Big data is everywhere and is increasingly relevant in a range of spheres: government, society, business, health, economics, policy, education, and more. In this topic we consider what constitutes “big data”, why it is so difficult to define, and why such an understanding is useful for our increasingly digitized lives and careers. This is a foundational concept that will be frequently referenced throughout this unit. We also examine the concept of data mining and begin to look at the range of open-source data available on the web.

What you need to do:

Complete all pre-workshop activities as listed on MyUnits/LMS, including the lecture and readings, prior to coming to class.

Key concepts

Big data
Data mining
The four Vs of big data:
Volume
Velocity
Variety
Veracity
Digital trace data
Obtrusive online data

Essential reading
Please see the reading list on MyUnits/LMS.

Learning activities
Your tutor will guide you through the workshop activities conducted in class. You will need to complete the post-workshop activities after class.

Topic 3: Privacy, surveillance, and ethics
Introduction
It is important for us to be aware of not only the digital traces we leave, but also what data can be collected from us without our knowledge and how this data can be used. Data collection, privacy and surveillance have become significant social and political concerns in recent years driven by (among other factors) increasing digitisation, the threat of terrorism, and the popularity of social media services. In this topic we consider the impacts on privacy and surveillance on our digital lives. It is important for us to be aware of not only the digital traces we leave, but also what data can be collected from us without our knowledge and how this data can be used. Data collection, privacy and surveillance have become significant social and political concerns in recent years driven by (among other factors) increasing digitization, the threat of terrorism, and the popularity of social media services. In this topic we continue our discussion from and also consider some of the wider ethical issues
associated with data collection, manipulation, and use, and begin to question some of our assumptions around the same.

What you need to do:

Complete all pre-workshop activities as listed on MyUnits/LMS, including the lecture and readings, prior to coming to class.

Key concepts

Surveillance
Privacy
Commodification
Digital traces
Metadata retention
Audience commodity
Transparency
Policy
Data power
Accountability
Terms of agreement
Confidentiality
Informed consent
Voluntary participation

Essential reading
Please see the reading list on MyUnits/LMS.

Learning activities

Your tutor will guide you through the workshop activities conducted in class. You will need to complete the post-workshop activities after class.

Topic 4a: Online research
Topic 4b: Analysis and reporting

Introduction
In this topic, we explore some of the different ways of conducting web research and using web metrics. This also involves looking at how online behavior can be studied. There often tends to be a heavy emphasis on looking at what people are doing online, however, it is equally important to examine the organizations and structures through which such interactions and connections are performed. Further, the contexts in which data is collected – and subsequently analyzed and reported – play a key role in the kind of insights data can offer. Data, without analysis, is limited in how much it can tell us. In this topic, we look at what we can do with web metrics, the ways we can make sense of data, and the importance of using broader secondary research to help contextualize information. Moreover, we also learn that it is vital that we also pay attention to what the data is not telling us.

What you need to do:

Complete all pre-workshop activities as listed on MyUnits/LMS including the lecture and readings prior to coming to class.

Key concepts

Quantitative data/research methods
Qualitative data/research methods
Sampling
Surveys
Data mining
Ethics

Essential reading
Please see the reading list on MyUnits/LMS.

Learning activities

Your tutor will guide you through the workshop activities conducted in class. You will need to complete the post-workshop activities after class

Topic 5: Search engine optimization (SEO)

Introduction
As we deal with increasing amounts of information in our everyday lives, the role of searching and search engines becomes increasingly important. It is important therefore to understand how search engines work and the roles that we play in facilitating their function. In this topic, we look at the role that web research and data play in what we experience on the web. This not only relates to what we do on the web, but also how decisions are made regarding what our experiences are (both online and offline), and how web research can be used to make these decisions.

What you need to do:

Complete all pre-workshop activities as listed on MyUnits/LMS, including the lecture and
readings, prior to coming to class.
Key concepts
Search engine optimization (SEO)
Web crawlers
Visibility
Accessibility
Nodality
Keywords
Long-tail
Filter bubbles
Gatekeeping

Essential reading
Please see the reading list on MyUnits/LMS.

Learning activities
Your tutor will guide you through the workshop activities conducted in class. You will need to complete the post-workshop activities after class.

Topic 6: Visualisation and storytelling
Introduction
As we examined previously, data without analysis is rather limited. However, once we have the analysis we need to think about how we can effectively communicate that information and knowledge. In this topic, we look at different ways of communicating with data. We specifically examine the power of visual representation and the importance of storytelling as a method for communicating your message.

What you need to do:

Complete all pre-workshop activities as listed on MyUnits/LMS, including the lecture and readings, prior to coming to class.
Key concepts
Data visualization
Infographics
Storytelling
Graphs
Narrative
Insight
Engagement

Essential reading
Please see the reading list on MyUnits/LMS.

Learning activities
Your tutor will guide you through the workshop activities conducted in class. You will need to complete the post-workshop activities after class

Topic 7a: Fake news, influencers
Topic 7b: The digital economy
Introduction
Data and analytics are key forms of currency in the current digital economy, and we need to recognize and understand how they operate as part of the broader digital environment. This topic will situate our understanding of the data and analytics within a broader context of digital capitalism, and examine the various business models and economies that thrive in this environment.

What you need to do:

Complete all pre-workshop activities as listed on MyUnits/LMS, including the lecture and readings, prior to coming to class.

Key concepts
Digital capitalism
Knowledge economy
Attention economy
Network economy
Neoliberalism
Sharing economy

Essential reading

Please see the reading list on MyUnits/LMS.

Learning activities
Your tutor will guide you through the workshop activities conducted in class. You will need to complete the post-workshop activities after class

Topic 8a: The Internet of Things
Introduction
As technology evolves and becomes increasingly faster, more powerful and more accessible more and more objects, services and activities are being connected to the internet resulting in the rise of “smart objects”, “smart homes”, and even “smart cities. Further, we leave a surprising amount of trace data through the course of our everyday lives including (but not limited to) our internet activity. In this topic we look at how much personal data is being collected from us, and how it is being used to customise and personalise our experiences. While such connection and customisation may seem largely positive, there are concerns that this could also be constraining our experience and awareness of the wider world.

What you need to do:

Complete all pre-workshop activities as listed on MyUnits/LMS, including the lecture and readings, prior to coming to class.

Key concepts
Internet of Things
Participative Web
Semantic Web
Smart objects
Personalization

Essential reading
Please see the reading list on MyUnits/LMS.

Learning activities
Your tutor will guide you through the workshop activities conducted in class. You will need to complete the post-workshop activities after class.