Understand sources and limitations of web-based data and their implications

Apply multiple quantitative and qualitative methods (e.g., clickstream analysis, A/B testing, content analysis) to analyze website traffic and social media initiatives

Perform social network analysis to identify important social actors, subgroups, and network properties in social media sites

Apply best practices in Search Engine Optimization

Apply ethical principles to the use of web and social media data

Identify the core research communities, publications, and conferences focused on web and social media analytics and the research questions they are engaged in

Create and evaluate tools that can access, store, manage, summarize, analyze, and/or visualize web-based and social media data to meet specific goals and user needs