UUY-DTS 3112 units300 LevelFirst Semester

Analytics of Web Data

B.Sc. Data Science, University of Uyo

UUY-DTS 311 (Analytics of Web Data) is a 2-unit, 300 Level course taught in the First Semester at the University of Uyo, Akwa Ibom State, Nigeria.

Measuring and analysing behaviour on the web: clickstream and log data, web analytics platforms, funnels and attribution, plus text and network analysis of web content. Builds directly on UUY-DTS 121.

On Areté, UUY-DTS 311 comes with

  • 3 recommended textbooks
  • an AI tutor that has read this course’s outline and notes
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Course outline

  1. 01Sources of web data: server logs, clickstream, tags, cookies and event tracking
  2. 02Web analytics platforms: metrics, dimensions, sessions, users and events (GA4 model)
  3. 03Traffic analysis: acquisition channels, bounce and engagement, retention and cohorts
  4. 04Conversion funnels, goals and attribution models
  5. 05Segmentation of web audiences; behavioural clustering
  6. 06A/B testing and experimentation on the web: design, sample size and interpretation
  7. 07Web content mining: scraping at scale, parsing, deduplication and storage
  8. 08Text analytics on web content: tokenisation, TF-IDF, sentiment analysis, topic modelling
  9. 09Web structure mining: link graphs, PageRank, and social network analysis measures

Recommended textbooks

  • Web Analytics 2.0 — Avinash Kaushik

    The classic on measurement strategy rather than tool mechanics

  • Mining the Social Web — Matthew A. Russell & Mikhail Klassen

    3rd ed. — practical Python for web and social data

  • Mining of Massive Datasets — Leskovec, Rajaraman & Ullman

    Free at mmds.org; the reference for PageRank and link analysis

How to pass UUY-DTS 311

  • Set up analytics on any small site (even a personal page) and watch real traffic — the vocabulary only sticks when attached to real numbers
  • PageRank is an eigenvector computation, which connects straight back to your linear algebra; understanding it that way is what earns the top marks
  • A/B testing is applied DTS 224 — the sample-size and p-value questions are the same statistics in a commercial costume
  • Be careful with the ethics of scraping here; the legal boundaries you learned in DTS 318 are examinable in this context too

UUY-DTS 311 — questions and answers

What is UUY-DTS 311 at the University of Uyo?
UUY-DTS 311 (Analytics of Web Data) is a 2-unit, 300 Level course taught in the First Semester at the University of Uyo, Akwa Ibom State, Nigeria. Measuring and analysing behaviour on the web: clickstream and log data, web analytics platforms, funnels and attribution, plus text and network analysis of web content. Builds directly on UUY-DTS 121.
What topics are covered in UUY-DTS 311?
The UUY-DTS 311 outline covers 9 topics: Sources of web data: server logs, clickstream, tags, cookies and event tracking; Web analytics platforms: metrics, dimensions, sessions, users and events (GA4 model); Traffic analysis: acquisition channels, bounce and engagement, retention and cohorts; Conversion funnels, goals and attribution models; Segmentation of web audiences; behavioural clustering; A/B testing and experimentation on the web: design, sample size and interpretation; Web content mining: scraping at scale, parsing, deduplication and storage; Text analytics on web content: tokenisation, TF-IDF, sentiment analysis, topic modelling; Web structure mining: link graphs, PageRank, and social network analysis measures.
What textbooks are recommended for UUY-DTS 311?
Recommended reading for UUY-DTS 311: Web Analytics 2.0 by Avinash Kaushik; Mining the Social Web by Matthew A. Russell & Mikhail Klassen; Mining of Massive Datasets by Leskovec, Rajaraman & Ullman.
How do I pass UUY-DTS 311?
Set up analytics on any small site (even a personal page) and watch real traffic — the vocabulary only sticks when attached to real numbers PageRank is an eigenvector computation, which connects straight back to your linear algebra; understanding it that way is what earns the top marks A/B testing is applied DTS 224 — the sample-size and p-value questions are the same statistics in a commercial costume Be careful with the ethics of scraping here; the legal boundaries you learned in DTS 318 are examinable in this context too
Where can I find UUY-DTS 311 lecture notes and past questions?
Areté (https://www.aretecyb.tech/courses/uuy-dts-311) carries 3 recommended textbooks for UUY-DTS 311, plus an AI tutor that has read the outline. It is free for University of Uyo students — sign in with your email, no password.

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