Surviving the PR Sequence: Digital Analytics

By Victoria Manenti

Digital Analytics is a course taught by the fabulous Stefanie Moore, associate professor of Journalism and Mass Communication, that dives deep into the world of online measurement, data analysis and digital strategy. Students will learn how to use various social media listening tools, Google Analytics and Microsoft Excel to capture data, analyze data, as well as develop effective recommendations for a client. Professor Moore will also explore the areas of organic versus paid media, and how they can be used most effectively.

With our world moving into all things digital, this class proves to be extremely valuable. Professor Moore invites interesting speakers to class to offer real-world advice and insight about the ever-changing digital sphere. The skills learned in this course can be used to gain competitive and versatile internships, as well as full-time positions.

Students can expect to complete various in-class exercises, as well as pop quizzes. The class is also broken down into social media and website analysis, as well as individual and group work. By the end of the course, students will have completed final reports and dashboards to add to their résumés.

To succeed in this class:

• Students should always come to class ready to think critically. Professor Moore will challenge them to think analytically and tackle raw data.
• It is important to complete the assigned readings and watch the recommended video tutorials. The skills learned in this class, especially regarding Microsoft Excel, continue to be built upon one another. Students can become very lost and behind if they do not keep up with assigned material.
• I recommend reviewing new vocabulary before each class. Students will learn a variety of vocab terms they are not familiar with, so it can become overwhelming at times. However, if they review each night, students can retain terms more easily.
• Students should expect to work hard in this course. It is important that they rise to the challenge and not give up. Hard work and diligence will pay off in the end.

Victoria Manenti is a senior public relations major and marketing minor. Contact her at [email protected].​

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