Social Media and Unstructured Data Analytics

2 Credits

Firms operate in a world that is rapidly changing. Traditional product and service strategies are not sufficient when firms and consumers operate in a highly networked environment. Adoption of digital technologies is changing consumer behaviors and firms' competitive landscapes. Businesses need to craft strategies that leverage the vast amounts of data provided by the digital footprints of their customers. Predictive analytics, particularly social media and unstructured data analytics can provide clear, insightful, and actionable initiatives leveraging existing company data and data gathered from online channels and platforms. The course on social media and unstructured data analytics provides the conceptual understanding and analytical skills needed for businesses to succeed in today's rapidly changing environment. We will review concepts related to platforms, social media, network analytics and text analytics, and examine issues associated with business use of these technologies.