2018/19 Taught Postgraduate Module Catalogue
GEOG5917M Big Data and Consumer Analytics
15 creditsClass Size: 120
Module manager: Lex Comber
Taught: Semester 2 View Timetable
Year running 2018/19
This module is not approved as an Elective
Module summaryThis practical module explores the role of large volume and high-temporal frequency transactional, social media and digital trace big data in deriving powerful insight into consumer behaviours, retail systems, marketing and service delivery. The module content reflects topical developments in this field and draws closely on the work of the Leeds Institute for Data Analytics (LIDA) and the Consumer Data Research Centre (CDRC). Students are taught predominantly via practical workshops, currently undertaken in R, the open source statistical software that is increasingly important in academic and commercial sectors. Students will gain an understanding of the innovative ways through which a range of big data sources are used to reveal consumer behaviours, sentiment and preferences and to inform and evaluate service provision, marketing campaigns, and consumer flows to name a few examples. Students consider how industry derives value from both the location-based and textual (sentiment) content of social media data and explore flow data at a variety of spatial scales. The module concludes with a focus on ethical and privacy concerns and other benefits, opportunities and challenges that must be addressed when working with large-scale consumer data to derive commercial or policy insight.
ObjectivesThis module seeks to:
-Outline the role of data analytics in supporting business decision making, with particular reference to consumer data, consumer facing commercial sectors
-Introduce students to open source software and tools commonly used in academia and the commercial sector for handling and analysing transactional big data
-provide students with practical experience in deriving spatial insight from a range of transactional data sources using innovative analytic tools and case studies informed by research and commercial practice
-Enable students to consider fully the ethical and privacy concerns associated with analysis of consumer big data
On completion of this module students will:
1. Be able to explain the role and value of consumer data and big data analytics in supporting commercial decision making, using a variety of topical examples
2. Demonstrate competency in handling a range of datasets , using open source software and analytic tools to summarise, analyse and visualise trends within the data
3. Be able to clearly derive spatial insight from analysis of big data, using outputs suitable for a range of audiences and problem types
4. Have a critical appreciation of the opportunities and challenges, including ethical and privacy concerns, in using big data to derive commercial insights
What is Big Data?
Introduction to CDRC, LIDA and applied Big Data research at the University of Leeds
Why is Big Data important to business analytics?
Big Data Analytics - data linkage, data mining, tools and software
Case Studies: Loyalty Card Analytics, Social Media, Mobile phone positioning
Big Data Privacy and Ethics
Big Hype? What is the future for big data in business analytics?
|Delivery type||Number||Length hours||Student hours|
|Practical (computer based)||5||3.00||15.00|
|Private study hours||120.00|
|Total Contact hours||30.00|
|Total hours (100hr per 10 credits)||150.00|
Private studyPrivate study comprises directed core reading to contextualise practical activities.
Research and preparation for assessed academic essay. Independent work on practical activities outside timetabled sessions.
Opportunities for Formative FeedbackShort question and answer sessions integrated into lectures provide an opportunity for formative assessment of student progress throughout the taught component of this module. Workshops and practical help sessions enable staff and postgraduate demonstrators to assess progress of the cohort and individual students and to provide additional support, clarification and feedback where required.
Methods of assessment
|Assessment type||Notes||% of formal assessment|
|Portfolio||Portfolio of practical outputs (1,500 word equivalent)||30.00|
|Project||Data analysis project (2,500 word equivalent||70.00|
|Total percentage (Assessment Coursework)||100.00|
Normally resits will be assessed by the same methodology as the first attempt, unless otherwise stated
Reading listThere is no reading list for this module
Last updated: 26/04/2017
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