BBIM 612Web Analytics

BBIM 612Web Analytics

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BBIM612Web Analytics
Coursework #1 (In-Module Assessment)
Reader in Business Information Management

COURSEWORK BRIEF
This coursework is worth 40% of the total marks available for this module. This is an individual piece of work. The use of social media is becoming an important communication channel for many organizations. Most social media platforms (e.g. Facebook) have the functions to capture basic web analytics data.
This coursework will be making use of Facebook and its mechanism for corporate/
organizational communication (i.e. Facebook pages and posts). In order to complete this coursework, you will need to have a Facebook account, start Facebook posts and create relevant Web pages. Once you have created Facebook posts and pages, and have attracted an acceptable number of likes, you will be able to access and view Facebook user analytics system, called Facebook Insights. It is the data generated by Facebook Insights you will be discussing and analysing in your coursework reports.
Your task is to attract and encourage people to “LIKE” your Facebook page, you then need to conduct a series of experiments (i.e. Design and create pages, change Web pages or page elements, make posts, etc.) to see how viewers/audience react.

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You will need to therefore select or develop a method or approach for these experiments and determine what your experiments are to discover (please ensure the testing is something that can be justified in a business context). You then need to write a report on your experiments. The report should provide details about what you were testing for, the aims or objectives of your experiments, the experimental procedure or process, the method or approach you used for doing your experiments, the results, findings and analysis of your experiments and conclusions. In addition to this, we would like you to analyse whether Facebook Insights gathers and provides the right kind of information to enable organizations to make good
management decisions.

You must cover the following key elements.
 Selection and analysis of an experiment area (business related)
 The procedure and method for conducting the experiments
 Data gathering and analysis
Page 3 of 8
 Reflections upon the use of Facebook/Facebook Insights
 References

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Your report should be approximately 1,500 words (± 10%) in length (excluding references, illustrations such as diagrams, charts and pictures, and appendices) and should be presented in a report format including title page, executive summary, content page, main body of your report (including typical screenshots of your posts, Web pages, and the key analytics or outputs generated by Facebook Insights) , conclusions and recommendations,
acknowledgements if applicable, references, and appendices.
MARKING GUIDE, CRITERIA AND OVERALL MARK BAND
MARKING GUIDE & CRITERIA OVERALL
MARK
BAND
No evidence, little evidence, or a clear lack of evidence of using Facebook and
Facebook Insights to conduct relevant experiments and associated analysis.
Errors, fundamental misunderstanding or clear lack of understanding of the
issues concerned with relevant Web analytics, Facebook, and associated
concepts, frameworks, methods and tools. No evidence of conducting Facebook
experiments. Lack of reflection and analysis. Inappropriate referencing.
Confused structure. Clumsy writing in English. No attempt, little or limited
attempt has been made to cover the following elements: selection and analysis
of an experiment area (business related); the procedure and methods or
approaches for conducting the experiments; data gathering and analysis;
reflections upon the use of Facebook/Facebook Insights; structure,
presentations and referencing.

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0-39
Demonstrates at least a basic, preferably detailed understanding of the major
issues in relation to Web analytics, Facebook, and associated concepts,
frameworks, methods, tools, their applications, reflection and analysis. Evidence
of conducting experiments using Facebook with some likes attracted. Reading
goes beyond basic textbooks. It should be well-structured and well-written. In
addition, the main contents of the following elements should be covered in the
report, with correct referencing and basic analysis of the data collected.
40-49
Page 4 of 8
Selection and analysis of an experiment area (business related)
Background; aims, goals, objectives or purpose; questions; strategies; justifying
your selection of the experiment area; analysis of your experiment area;
application of theories; critical argument; independent thought.
The procedure and methods or approaches for conducting the experiments
Experiment or research design; A/B testing; multi-variant testing; creation of
Facebook pages and posts.
Data gathering and analysis
Data gathering process; using Facebook and Facebook Insights to collect and
report relevant Internet data including reach, fans, likes; demographics; engaged
users or audience, changes and trends over time if the data is available;
providing screenshots, analysis of data, coherent argument, and independent
thought; application of concepts, frameworks, theories and software tools
learned from this module.

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Reflections upon the use of Facebook/Facebook Insights
Providing your own careful thoughts and an account on the functions, strengths,
advantages, weaknesses, limitations of Facebook and Facebook Insights.
Structure, presentations and referencing
Structure of report; executive summary, logical follow; conclusions and
recommendations; references; appendices; use of English.
Demonstrates a proficient understanding of the major issues and awareness of
problems in relation to Web analytics, Facebook and associated concepts,
frameworks, methods, tools, their applications, reflection and analysis. Clear
evidence of conducting good experiments using Facebook with acceptable
number of likes. It should demonstrate at least an emerging ability to evaluate
and criticise sources of information. The quality of argument should demonstrate
a degree of sophistication and elegance. In addition, most contents of the
following elements should be covered in the report, with correct referencing, and
a good degree of competence on analysis and evaluation of the data collected.
Selection and analysis of an experiment area (business related)
Background; aims, goals, objectives or purpose; questions; strategies; justifying
your selection of the experiment area; analysis of your experiment area;
application of theories; critical argument; independent thought.
The procedure and methods or approaches for conducting the experiments
Experiment or research design; A/B testing; multi-variant testing; creation of
Facebook pages and posts.

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Data gathering and analysis
Data gathering process; using Facebook and Facebook Insights to collect and
report relevant Internet data including reach, fans, likes; demographics; engaged
50-59
Page 5 of 8
users or audience, changes and trends over time if the data is available;
providing screenshots, analysis of data, coherent argument, and independent
thought; application of concepts, frameworks, theories and software tools
learned from this module.
Reflections upon the use of Facebook/Facebook Insights
Providing your own careful thoughts and an account on the functions, strengths,
advantages, weaknesses, limitations of Facebook and Facebook Insights.
Structure, presentations and referencing
Structure of report; executive summary, logical follow; conclusions and
recommendations; references; appendices; use of English.
Demonstrates a clear ability to evaluate and criticise wide sources of information
and at least an emerging ability to apply original insight and thought to the
issues in relation to Web analytics, Facebook and associated concepts,
frameworks, methods, tools, their applications, reflection and analysis. Clear
evidence of conducting carefully planned and complete experiments using
Facebook with good number of likes. There should be at least a limited
understanding of theoretical issues. In addition, most contents of the following
elements should be covered in the report, with correct referencing and good or
preferably in-depth analysis of the data collected.

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Selection and analysis of an experiment area (business related)
Background; aims, goals, objectives or purpose; questions; strategies; justifying
your selection of the experiment area; analysis of your experiment area;
application of theories; critical argument; independent thought.
The procedure and methods or approaches for conducting the experiments
Experiment or research design; A/B testing; multi-variant testing; creation of
Facebook pages and posts.
Data gathering and analysis
Data gathering process; using Facebook and Facebook Insights to collect and
report relevant Internet data including reach, fans, likes; demographics; engaged
users or audience, changes and trends over time if the data is available;
providing screenshots, analysis of data, coherent argument, and independent
thought; application of concepts, frameworks, theories and software tools
learned from this module.
Reflections upon the use of Facebook/Facebook Insights
Providing your own careful thoughts and an account on the functions, strengths,
advantages, weaknesses, limitations of Facebook and Facebook Insights.
Structure, presentations and referencing
Structure of report; executive summary, logical follow; conclusions and
recommendations; references; appendices; use of English.
60-69
Page 6 of 8

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Strong evidence of conducting professional, thorough and complete experiments
using Facebook with good number of likes.
Demonstrates a clear ability to apply original insight and critical thought to the
issues in relation to Web analytics, Facebook and associated concepts,
frameworks, methods, tools, their applications, reflection and analysis.
Demonstrates a clear understanding of the problems and limitations of the
methods or approaches used. It should demonstrate a degree of sophistication
in the way in which theory and practice are integrated. Demonstrate complete
competence and with a degree of sophistication on analysis of the data
collected.
For very high marks, it should be theoretically informed, with a high degree of
originality and an effective integration of secondary and primary data, on the
topics of Web analytics, Facebook and applications in business or management.
For highest marks or grades to be awarded, it should be capable of adaptation
with a limited amount of effort either for publication (though not necessarily in a
peer-reviewed journal) or for effective professional use.
In addition, most or all the contents of the following elements should be covered
in the report, with correct referencing, good independent thought, original
insight, and in-depth analysis of the data collected.
Selection and analysis of an experiment area (business related)
Background; aims, goals, objectives or purpose; questions; strategies; justifying
your selection of the experiment area; analysis of your experiment area;
application of theories; critical argument; independent thought.
The procedure and methods or approaches for conducting the experiments
Experiment or research design; A/B testing; multi-variant testing; creation of
Facebook pages and posts.

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Data gathering and analysis
Data gathering process; using Facebook and Facebook Insights to collect and
report relevant Internet data including reach, fans, likes; demographics; engaged
users or audience, changes and trends over time if the data is available;
providing screenshots, analysis of data, coherent argument, and independent
thought; application of concepts, frameworks, theories and software tools
learned from this module.
Reflections upon the use of Facebook/Facebook Insights
Providing your own thoughts and an account on the functions, strengths,
70-100
Page 7 of 8
advantages, weaknesses, limitations of Facebook and Facebook Insights.
Structure, presentations and referencing
Structure of report; executive summary, logical follow; conclusions and
recommendations; references; appendices; use of English.
DUE DEADLINE
The due deadline for this coursework is1pm on 23
rd
March 2017.

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You need to submit ONLY an electronic copy via Blackboard Turnitin by the deadline.
Therefore please ensure that you prepare your work for this form of submission (You can
upload, Word/PDF files to Turnitin and it needs to be a single file). You are encouraged to
submit your work as soon as possible before the deadline.
Please note Turnitin checks your work for potential academic offences, so ensure you are
very careful when referencing and quoting material. Please ensure when quoting that you
use “quotation marks”.
You can only upload a single copy of your work to Blackbord Turnitin, so please do not
submit drafts and ask for them to be removed at a later stage.
It is your responsibility to ensure that work is handed in within the due deadlines.
Please DO NOT email your work to the module tutor rather than submitting your work to
Turnitin. If you experience problems uploading your work to Turnitin you need to email
the module leader as soon as possible (before the deadline) and await instructions. It is a
requirement of this module that you upload your work to Turnitin, if you fail to comply with
this request, your work will not be marked [See Section 6.12 – UoW Academic Regulations
2011].

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If you fail to meet the due deadline listed above, the normal University late penalties will be
applied as outlined in Section 6.17 – UoW Academic Regulations 2011.
FEEDBACK
Feedback upon this assignment will be provided approximately three weeks following the
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submission date.
An email will be also sent via Blackboard announcing when you can collect the assignment
and feedback in person.
ACADEMIC REFERENCING
When writing an essay, report or other assignment you will need to support your arguments
by referring to published work such as books, journal or newspaper articles, government
reports, dissertations and theses, and material from the Internet. It is expected that you use
the Harvard Referencing style within this work.
You will need to give accurate references:
• To give credit to other authors’ concepts and ideas
• To provide the reader (often the marker/examiner of the assignment) with evidence of the
breadth and depth of your reading
• To enable the readers of your work to locate the references easily
• To avoid being accused of plagiarism, an academic offence which can lead to loss of
marks, module failure or in severe cases exclusion from the University.
ASSESSMENT OFFENCES

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Academic offences, including plagiarism, are treated very seriously in the Westminster
Business School. A student who is proven to have committed an academic offence may be
placing his or her degree in jeopardy. It is your responsibility as a student to make sure that
you understand what constitutes an academic offence, and in particular, what plagiarism is and how to avoid it.

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By admin in Essays on March 20, 2017