This course introduces the concepts, techniques, and tools of collecting and analyzing digital data on how users interface with an organization through the web and social media. The Internet and mobile technologies provide the vast sources of user data that describe or imply their behaviors, experiences, and attitudes. Analyzing these web (click) stream data and social media data serves the purposes of strengthening customer relationship management, improving online marketing (e.g. advertising, recommendation, pricing), and increasing the bottom line. The course will consist of lectures, case studies, hands-on exercises, and projects. Prerequisite: BSTAT 5325 or equivalent.