CW3009 Social, Text and Media Analytics Syllabus:

CW3009 Social, Text and Media Analytics Syllabus – Anna University Regulation 2021

COURSE OBJECTIVES:

 To understand the basic issues and types of social,text and media mining
 Familiarize the learners with the concept of social, text and media analytics and understand its significance.
 Familiarize the learners with the tools of social, text and media analytics.
 Enable the learners to develop skills required for analyzing the effectiveness of social, text and media for business purposes
 To know the applications in real time systems.

UNIT I INTRODUCTION TO SOCIAL MEDIA ANALYSIS

Social media landscape, Need for SMA; SMA in Small organizations; SMA in large organizations; Application of SMA in different areas. Network fundamentals and models: The social networks perspective – nodes, ties and influencers, Social network and web data and methods. Graphs and Matrices- Basic measures for individuals and networks. Information visualization.

UNIT II OVERVIEW OF TEXT MINING AND DATA MINING

Overview of text mining- Definition- General Architecture– Algorithms– Core Operations – Preprocessing–Types of Problems- basics of document classification- information retrievalclustering and organizing documents- information extraction- prediction and evaluationIntroduction to Data Mining Systems – Knowledge Discovery Process – Data Mining Techniques – Issues – applications- Data Objects and attribute types, Statistical description of data, Data Preprocessing – Cleaning, Integration, Reduction, Transformation and discretization, Data Visualization, Data similarity and dissimilarity measures.

UNIT III TEXT MINING FOR INFORMATION RETRIEVAL AND INFORMATION EXTRACTION

Information retrieval and text mining- keyword search- nearest-neighbor methods- similarity- web based document search- matching- inverted lists- evaluation. Information extraction- Architecture – Co-reference – Named Entity and Relation Extraction- Template filling and database construction – Applications. Inductive -Unsupervised Algorithms for Information Extraction. Text Summarization Techniques – Topic Representation – Influence of Context – Indicator Representations – Pattern Extraction – Apriori Algorithm – FP Tree algorithm.

UNIT IV WEB ANALYTICS TOOLS

Click stream analysis, A/B testing, online surveys, Web crawling and Indexing. Natural Language Processing Techniques for Micro-text Analysis. Do a case study on Google analytics.

UNIT V MARKETING RESEARCH & TRENDS IN MARKET

Introduction, parameters, demographics. Analyzing page audience. Reach and Engagement analysis. Post- performance on FB. Social campaigns. Measuring and Analyzing social campaigns, defining goals and evaluating outcomes, Network Analysis. Case study : Identify Consumer Preferences and Market Positioning of a New Product.

COURSE OUTCOMES:

CO1: Understand about social, text and media mining
CO2: Understand the significance of social text and media analytics
CO3: Learn tools of social, text and media analytics.
CO4: Develop skills required for analyzing the effectiveness of social text and media for business purposes
CO5: Know the applications in real time systems.

TOTAL :45 PERIODS

TEXT BOOK :

1.Marshall Sponder, Social Media Analytics, McGraw Hill ,2011
2.Charu C. Aggarwal ,ChengXiang Zhai, Mining Text Data, Springer; 2012

REFERENCES :

1. 1.Matthew Ganis, Avinash Kohirkar , Social Media Analytics: Techniques and Insights for Extracting Business Value Out of Social Media, Pearson, 2016.
2. Jim Sterne, Social Media Metrics: How to Measure and Optimize Your Marketing Investment, Wiley, 2010.
3. Oliver Blanchard ,Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization (Que Biz-Tech), 2019
4. Sholom Weiss, Nitin Indurkhya, Tong Zhang, Fred Damerau “The Text Mining Handbook: Advanced Approaches in Analyzing Unstructured Data”, Springer, paperback 2010
5. Ronen Feldman, James Sanger -“ The Text Mining Handbook: Advanced Approaches in Analyzing Unstructured Data”, Springer, paperback 2010. Tracy L. Tuten, Michael R. Solomon, Social Media Marketing , Sage, 2016.