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Content Analytics

IMC 498 half unit (Elective)

How do organizations measure whether digital content reaches its intended audience and truly engages online and mobile users? It’s conceptually possible to measure engagement with digital content much more accurately than is possible in traditional media. But the sheer proliferation of content-analytics tools and the fact that different measurement systems yield different – and often conflicting – results makes it challenging to derive useful audience insights.

This course provides a foundational understanding of the many tools that can be used to measure engagement with digital content, with a special focus on web and social media analytics. You will examine engagement on one or more real content-driven sites, using analytics data to identify ways of building its audience. Through assignments based on this analytics data, you will learn how to find the right measurements for a journalist’s, publisher’s or brand’s content-engagement goals, and which tools and metrics are best for providing those measurements.