Datafront Skill Surge: Analysing digital media consumption patterns

Course description

What do we mean when we talk about administrative data? Why is administrative data considered such a powerful tool?

Routinely collected administrative data captures interactions across the entire population, offering an unparalleled breadth and depth of information.

This on-demand series aims to equip researchers with the knowledge and skills to harness data for societal and sustainable change. This series covers important topics such as the use of administrative data in policymaking, circular economy models, climate resilience, and the impact of digital media on behaviour, with emphasis on the importance of interdisciplinary collaboration and innovative strategies to address global challenges.

Participants will gain insights from experts, study case studies, and explore practical examples that illustrate how data-driven approaches and emerging technologies are transforming urban planning, agriculture, and health – that will empower researchers to shape the future of the data landscape!

• Session 24 delves into the tools, data points, challenges, and ethical considerations of media consumption analysis, providing a foundation for meaningful applications in business, policy, and research.

 

Learning mode

On-demand, self-paced 

 

Who should attend

This course is intended for:

• Data Analysts and Researchers: Those working with administrative or big data who want to deepen their understanding of its characteristics and uses.
• Policymakers and Government Officials: Decision-makers who rely on data to shape public policies.
• Public Sector Managers: Managers in government institutions seeking to optimise data usage for service improvements.
• Health and Social Care Professionals: Individuals looking to use data for improving service delivery and outcomes.
• Urban Planners and Public Health Professionals: Individuals interested in using administrative data to inform planning and health policies.

 

Aims and objectives

• Explore Analytical Tools: Understand the tools and methodologies used to study digital media consumption.
• Identify Key Data Points: Learn how demographics, engagement metrics, and platform behaviours contribute to user insights.
• Understand Societal Impacts: Examine the influence of media consumption on culture, mental health, and policy.

 

Skills area and competencies

Based on the Datacise Open Learning framework, the relevant skills and competencies for this video include:

Skills Areas:

• Media Analytics: Proficiency in using tools to monitor and analyse media consumption patterns.
• Data Interpretation: Skills in deriving actionable insights from complex datasets.
• Strategic Thinking: Ability to apply media analytics to business, research, or policy contexts.

Competencies:

• Analytical Problem-Solving: Evaluate media trends and behaviours to inform strategies.
• Ethical Governance: Mitigate risks related to privacy, bias, and ethical use of data.
• Insight Development: Translate media consumption data into actionable recommendations for content, policies, or marketing.

 

Pre-requisite

• Basic Understanding of Media Platforms: Familiarity with digital media tools like social media, streaming services, and news platforms.
• General Awareness of Analytics: Knowledge of basic data analysis principles, including metrics and trends.
• Interest in Digital Trends: A willingness to engage with emerging technologies and their societal impacts.

 

Learning outcomes

• Understand Key Metrics: Develop the ability to identify and analyse critical data points in media consumption.
• Navigate Challenges: Address issues like data privacy and algorithmic bias effectively.
• Strategic Application: Apply insights to enhance content creation, policy-making, and business strategies.

 

Transferable skills

• Critical Thinking: Analyse data trends and predict future behaviours.
• Communication: Present media consumption findings effectively to diverse audiences.
• Collaborative Problem-Solving: Work with interdisciplinary teams to address challenges in media analysis.

 

Assessment

Multiple choice quiz to self-check understanding. 

 

This training content was originally developed and produced by Professor Adam Chee, Datacise Education Lead at Swansea University, with narration enhanced by advanced text-to-speech technology.