MDIA Associate Professor writes book to make data analytics more understandable and accessible to all

As an expert in data analytics, Media Arts & Studies Associate Professor Laeeq Khan has a deep understanding of its power, but also understands how challenging it can be to harness. That’s why he has written a new book published by Oxford University Press called "The Data Analytics Advantage: Strategies and Insights to Understand Social Media Content and Audiences."

“Many professionals and students struggle to connect theory and practical applications when it comes to data analytics,” said Khan. “The goal of the book is to make it more accessible for everyone.”

Khan is a computational social scientist with expertise in data mining, text analytics, social network analysis, and data visualization. He is the founding director of the Social Media Analytics Research Team (SMART) Lab at Ohio University and is a recipient of multiple awards for his research and journalism, including teaching excellence.

While the motivation behind writing this book was to have it serve as a textbook in the classroom, Khan also wants it to serve a broader audience.

“As someone who has spent years researching and teaching social media analytics, I’ve seen firsthand how challenging it can be for students, professionals, and businesses to navigate the overwhelming world of social media data,” said Khan. “I wrote this book to bridge that gap—to provide a clear, structured approach to understanding and applying social media analytics. Whether you’re a student, social media professional, data analyst, or business leader, this book will equip you with practical strategies and insights to turn raw social media data into meaningful, strategic decisions.”

Khan says that while writing the book, he was committed to finding the perfect balance, making it accessible and engaging for all readers while providing meaningful depth and insights for those with advanced expertise. He introduces the DAV framework, structuring the book into three key sections: Discovery, Analysis, and Visualization.

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“Social media has become one of the most powerful forces shaping communication, marketing, and business strategy. But making sense of the massive volume of data it generates requires more than just intuition—it demands a structured approach, the right tools, and an understanding of data analytics principles,” said Khan. “While many analytics books focus heavily on coding or abstract theories, 'The Data Analytics Advantage' provides a practical, step-by-step guide that makes social media analytics accessible—even to those with minimal coding experience. I wanted to ensure that readers without a technical background could still grasp complex concepts while offering enough depth to be useful to professionals.”

The online version of the book will be released in May and pre-orders for hardcover copies are being accepted now.

“I hope readers walk away feeling empowered to use data effectively in their careers. Whether it’s making better business decisions, enhancing communication strategies, or simply becoming more data-literate, I want this book to be a practical guide for success.”