DATA H3003: Data Analytics

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1 Short Title: Full Title: Data Analytics APPROVED Data Analytics Module Code: DATA H3003 Credits: 5 NFQ Level: 7 Field of Study: Management and administration Module Delivered in 2 programme(s) Reviewed By: PHIL MULVANEY Module Author: Nina Norris Module Description: This module aims to provide students with transferable skills in Data Analytics. It will inform students of the potential of data warehousing and business intelligence (BI) tools, including on-line data analysis and data mining, to improve business performance. It will enable them to apply data warehousing and data analysis/data mining techniques in an effective and result-oriented manner in a corporate environment. It will cover the concepts and theories as well as the practical application of data analytics. Learning Outcomes On successful completion of this module the learner will be able to: LO1 LO2 LO3 LO4 LO5 Gather and analyze relevant data and formulate hypotheses Interpret and communicate analytical results Use relevant tools and technologies Develop competency to visualize and analyse social network data Specify and solve queuing problems Pre-requisite learning Co-requisite Modules No Co-requisite modules listed

2 Module Content & Assessment Content (The percentage workload breakdown is inidcative and subject to change) % Introduction to Data Analytics Data and information, attributes of information. The role of information within the decision making model and models for decision making; Performance monitoring and trends; Databases, Relational Databases; Data Warehouse, Data Mining and Big Data. Setting objectives, goals and KPIs Role of setting objectives, goals and KPIs in creating awareness, lead generation and assisting clients; the conversion funnel. Tracking and collecting Data How information is captured; Cookie-based tracking and Server-based tracking. Universal analytics; The type of information captured. Google Analytics and conversion metrics. Analysing Data Analysing the key elements of behaviour, outcome and user experience. Segmentation, In-page heat maps. MS Excel and Web Analytics Tools Application of MS Excel spreadsheets to solve data analytics problems analysis through the use of laboratory exercises; exposure to web analytics tools % 15.00% Assessment Breakdown % Course Work 50.00% End of Module Formal Examination 50.00% Course Work Assessment Type Assessment Description Outcome addressed % of total Assessment Date Practical/Skills Evaluation Assignment Continuous assessment will take the form of lab based assignments in which students will perform data analysis on web and other sales and customer data. Prepare a case study report to include analysis, evaluation and synthesis of data on a company (max 1,500 words). 1,2,3,4, ,3,4, End of Module Formal Examination Assessment Type Assessment Description Outcome addressed % of total Assessment Date Formal Exam End-of-Semester Final Examination 1,2,3,4, End-of-Semester Reassessment Requirement Repeat examination Reassessment of this module will consist of a repeat examination. It is possible that there will also be a requirement to be reassessed in a coursework element. IT Tallaght reserves the right to alter the nature and timings of assessment

3 Module Workload Workload: Full Time Workload Type Workload Description Hours Frequency Average ly Learner Workload Lecture Class Based Instruction 3.00 Every Independent Learning Reading/Study/Practice Assignments 6.00 Every Total ly Learner Workload 9.00 Total ly Contact Hours 3.00 Workload: Part Time Workload Type Workload Description Hours Frequency Average ly Learner Workload Lecture Class Based Instruction 2.00 Every Independent Learning Reading/Study/Practice Assignments 7.00 Every Total ly Learner Workload 9.00 Total ly Contact Hours 2.00

4 Module Resources Required Book Resources Davenport, T. 2013, Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity, John Wiley and Sons Required Article/Paper Resources n/a, International Journal of Data Analysis Techniques and Strategies n/a, WARC Online Databases, Journal articles and Case studies Other Resources Various digital resources: Video case studies, Podcasts, Digital journals, Twitter news feeds.

5 Module Delivered in Programme Code Programme Semester Delivery TA_BTECH_D Bachelor of Science in the Management of Innovation and Technology 5 Elective TA_BIDMS_D International Digital Management & Sales 1 Mandatory