UUY-DTS 3112 units300 LevelFirst Semester

Analytics of Web Data

B.Sc. Data Science, University of Uyo

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.

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  • 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

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