Digital Platforms and Analytics

Upon the completion of this course, students can... - identify and then apply concepts & tools related to digital analytics on online platforms in different digital contexts; - gain insight into the current state of analytics of digital platforms and understand how companies can leverage digital and social media channels; - analyze customer engagement in digital environments, benchmarking competitors & industry, and evaluating & improving the performance of digital channels; - learn how to analyze marketing & customer data to make meaningful decisions.

- attending lectures (with AI and without AI) - 4 individual certificates from analytics academies (analytics tool specialty) - independent reading of the selected articles and other related materials - group work (decision-making practice), together with Digital Commerce Studies: https://digitaalinenkauppa.fi/en/digital-commerce/

1. 9783658375997 Felix Weber. Artificial Intelligence for Business Analytics: Algorithms, Platforms and Application Scenarios. Springer Vieweg Wiesbaden 2023. DOI: 10.1007/978-3-658-37599-7 1-4842-3102-3 2. Alex Gonçalves. Social media analytics strategy : using data to optimize business performance. Apress © 2017. DOI: 10.1007/978-1-4842-3102-9

1-5/HYL

Ivy Shiue

The schedule is flexible, but students must be able to participate in online group work at the end of the course. Weeks 16-18 (April 14-May 4, 2025). Groups can decide their own schedule at a certain time.