Online course

Digital Media Analytics: Using 'Listening Data'

Explore different social listening tools and discover advanced social media analytics.

Digital Media Analytics: Using 'Listening Data'

This course is part of the Digital Media Analytics program, which will enable you to understand digital media analytics, and how they could help your business.

Learn how you can use social listening tools

On this course you’ll review general-purpose tools to investigate online sentiment and how fast messages spread about competitors or other trends on social media.

You’ll look at some off-the-shelf tools and at creating bespoke social media listening tools using advanced “API spigots” or tools that tap directly into social media flows. You should leave the course with a new awareness of tools for social learning, and how to turn social listening take into useable business insights.

What topics will you cover?

  • Advanced methods to extract and analyze data from social media
  • Introduction to API’s
  • API marketing strategies
  • Advantages and disadvantages of using API’s to extract and use data.
  • Mobile marketing
  • Types of mobile marketing strategies
  • Mobile ad campaign success indicators
  • The future of mobile marketing

When would you like to start?

What will you achieve?

By the end of the course, you'll be able to...

  • Develop advanced methods to extract and analyse data from social media
  • Identify how API’s can be used to get relevant data to create actionable business insights.
  • Explain the differences between mobile analytics and other digital analytics.
  • Apply API marketing strategies effectively
  • Describe how mobile marketing strategies work

Who is the course for?

This course is for professionals looking to advance their careers and learn more about social media and digital media analytics.

Who will you learn with?

Sorin Adam Matei

Dr. Matei is the College of Liberal Arts Associate Dean of Research and Professor of Communication in the Brian Lamb School of Communication at Purdue University.

Jessica Welch

I am a Ph.D. candidate in the Brian Lamb School of Communication at Purdue University. My research interests include pedagogy and social media interaction.

Who developed the course?

One of the four best public universities in the US, Purdue delivers an engaging learning experience and a world-class degree.

Learners collage mobile

Join this course


  • Access to this course for 4 weeks
  • Includes any articles, videos, peer reviews and quizzes


  • Unlimited access to this course
  • Includes any articles, videos, peer reviews and quizzes
  • Certificate of Achievement to prove your success when you're eligible
  • Download and print your Certificate of Achievement anytime