The course covers concepts and techniques for retrieving, exploring, visualizing, and analyzing social network and social media data, website usage, and clickstream data. Students learn to use key metrics to assess goals and return on investment, perform social network analysis to identify important social actors, subgroups, and network properties in social media. Students will develop specialized skills in Python for web scraping and data analysis, API interactions, social media mining, SQL for data storage and retrieval, data visualization, and AI-driven analytics for decision-making. Additional topics include key performance indicators (KPIs), social network analysis, and ethical considerations in web analytics. Prerequisite: DS-510 (3)