The document outlines a curriculum for teaching analytics at Elon University's School of Communications, focusing on understanding audiences, applying media analytics, and measuring media impact. It emphasizes the importance of real-world client work, strategic use of emerging media, and the need for students to stay current with industry changes. Additionally, the curriculum encourages collaboration and the use of various tools to analyze data effectively.

1. S
Teaching Analytics
Amanda Sturgill
Elon University School of Communications

2. In a Full Curriculum
S Understanding Audiences
S Communicating Media Insights
S Applied Media Analytics
S Strategies for Emerging Media
S Measuring Media Impact

3. Understanding Audiences
S Communications theory
S Variables that describe audiences and how they are
measured

4. Communicating Media Insights
S Interpreting analytics results
S Ethically and competently presenting it
S Words
S Data visualizations

5. Applied Media Analytics
S Understanding appropriate questions that can be
answered through analytics
S Accessing, cleaning and analyzing data
S Discovering and reporting the answers

6. Strategies for Emerging Media
S Predictive analytics
S Evaluating emerging tools for emerging media analysis
S Collecting and analyzing data from emerging media
S Making informed predictions about short, medium and long-term
status of emerging media
S Strategy – using predictions to plan for use of emerging
media to meet goals

7. Measuring Media Impact
S Create insights and recommendations for a real-world
client using appropriate tools and data.

8. In a single course

9. SEO, Analytics, Social Media
S Work with real clients to develop business goals
S Learn tools for examining efficacy
S SEO Audit
S Analytics
S ORM analysis
S Major, streamed presentation to clients
S Surveillance assignment

10. Challenges
S It changes. A lot. And frequently.
S It’s a puzzle for industry as well.
S Data.
S The students. Also, decision-making.

11. Solutions
S Make new friends
S I’ve found digital marketing consultants the most helpful.
S But keep the old
S Analytics spans boundaries between comm, business and statistics.
Maybe even art and computer science. Find friendlies.
S Your own student media or university web presence can be a source of
data
S Do your diligence
S The overhead to remain current is huge.
S Use .rss and Twitter as ways to help