Data analytics in communications

The strategic application of ‘big data’ is transforming the field of communications. As our everyday communication practices increasingly become digital, mobile and social, there has been an explosion of data that is routinely collected and analysed for strategic purposes. Building on APG5373, this unit explores the intersection between audiences and publics, and digital data. In this unit, you will learn how to make use of data analytics to examine the dynamics, flows and effectiveness of communication processes across digital and social media platforms. You will acquire skills in gathering, analysing and visualising digital data to gain a better understanding of audience sentiment, behaviour and engagement. Drawing on case studies and practical research, you will understand the value of data analytics in informing communication strategies. You will also engage with the ethical and legal concerns at the heart of public debates relating to the collection and use of ‘big data’.