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Big Data, Analytics & Optimisation


Advanced eCommerce and Digital Analytics involves the utilisation of many of the newer, and more sophisticated technologies and techniques for optimising digital assets and business processes. This module introduces some of the most important of these, and gives participants practical experience of their uses

The module aims to expose students to the latest in technical eCommerce practice and provide a toolkit for the implementation and optimisation of digital platforms and strategies. This incorporates technological developments, strategy and management, as well as analytical methods to derive insights from data at scale (which is common to modern digital platforms). Participants will get the opportunity to develop hands-on experience with the latest technology, within a modern cloud environment, to critically analyse a range of business scenarios, and implement sophisticated big data and digital analytics solutions


Upon successful completion participants will be able to:

  • Demonstrate a comprehensive understanding of the key differences between Big Data technologies and analysis methods and traditional approaches.
  • Evaluate real-world scenarios and devise appropriate analytical solutions.
  • Demonstrate a comprehensive understanding of the core concepts of visual communication and data visualisation.
  • Practically implement analytics and optimisation techniques in real-world settings


1) eCommerce optimisation
- Google analytics
- Multivariate testing
- Technical SEO
- Personalisation
- Chatbots
2) Big data
- Big data fundamentals
- NoSQL databases and data lakes
- Internet of Things
- Artificial intelligence and machine learning
3) Social media analytics
- Natural language processing
- Social network analysis
- Sentiment analysis
- Topic models
- Image processing
4) Data visualisation
- Interactive data visualisation
- Dashboards
5) A practical simulation of the above topics


  • Big Data Analytics Presentation (30%)
  • 4,000 words Post Module Assignment (70%)


2 weeks including 21 hours of lectures, 6 hours of seminars and 18 hours of supervised practical classess

This is a course module on the e-Commerce and Digital Analytics specialism of MSc e-Business Management.

Please note: the details of this module are correct for the current year of study and may be subject to change for future years.