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Digital Marketing and Metrics Full Course Summary
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This is a full summary that includes all the course material. It is a comprehensive summary of all the lectures, tutorials, cases, and a guest lecture.
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Final summary DMMLecture 1 & 2: related to Lemon & Verhoef (2016), Ailawadi & Farris (2017), and Anderl. Et
al. (2016)
Digital marketing is an adaptive and technology-enabled process by which firms collaborate
with customers and partners to create, communicate, deliver and sustain value for all
stakeholders.
Touch point: You can think about touchpoints from two different angles.
1. Lemon & Verhoef: divide it in:
- Owned media: websites.
- Paid media: Online ads, the company does not own the channel, but pays for it.
- Earned media: reviews, (e)WOM, news, etc. .
2. Anderl et al:
- Firm initiated contacts: push marketing: ads, emails
- Customer initiated contact: pull marketing: search, referrals
When switching from FIC to CIC indicates progress in the purchase decision process. An
example exam question is to explain why.
These labels are important for us to measure, how do we define them is therefore important.
Research shoppers: customers that search in one channel and purchase in another.
, - Showrooming: consumer seeing, feeling, and trying products in a physical store and
buying online. Ailawadi & Farris talk about the omni-channel measurements to
measure the effectiveness of distribution.
- Webrooming: Researching online to buy in store. Ailawadi & Farris talk about the
omnichannel measurements to measure the effectiveness of distribution.
Difference between omni-channel and multichannel:
Multichannel: the design, deployment and coordination of the different channels through
which the marketer acquires, retains, and develops customers.
Omnichannel: the same as multichannel, but the focus here is on integrating activities across
multiple channels to correspond with how consumers shop.
Channel: a channel can be a distribution channel or a communication channel, or both.
Importantly, the entire customer experience across touchpoints in a customer journey. We
need to indemnity the critical touchpoints (Moments of truth) throughout the customer
journey that have the most influence on key customer outcomes. The effect of an individual
touchpoint may depend on when it occurs in the overall journey, the type of customer, and the,
and the type of product (hedonic or utilitarian).
The attribution problem: how much does one touchpoint contribute to the overall problem?
How much credit should we give the touchpoint that resulted in a purchase. How much should
we allocate to the store, how much to online?
- Single touch: the last interaction: single-attribution could be a way attribute the
purchase.
- Multi touch: multipe touchpoints are measured -> multichannel or omnichannel. This
can be done:
o Linear: Every touchpoint has an equal value
o Time decay: the most recent touchpoint experiences are weighed more heavily,
but other channels are still effective.
Pré purchase stage of the decision-making process:
Zero moment of truth: the moments that fits between the stimulus and the point of sale ->
this moment is getting increasingly important. Before purchasing an item, you search for it or
ask someone about it. We usually get more information, look for discounts, compare brands.
The chain looks as such:
1. Stimulus
2. ZWOT; pre-purchase, instore or at home (related to webrooming and showrooming.
3. First moment of truth: buying at shelf/ online
4. Second moment of truth; experiencing the product.
The ZMOT can also continue to after the purchase (post purchase) -> viewing videos on how
to use/install the product.
At the ZMOT, the emphasis is on online. ZMOT refers to all research that consumers do
(online) before the FMOT; such as reading reviews, making inquiries in his / her network and
,viewing images. For marketers it is relevant to know how you as a brand reach the (potential)
consumer during the ZMOT phase and know what the consumer is looking for in that phase.
At this stage, when a customer is still unaware of possible brands, it is very effective to get
into their consideration set. Currently they are not looking for a brand but for a solution to
their problem, so what is that problem?
After all, 80% of the success is caused by being present at the right time. Thinking about the
ZMOT helps marketers find relevant strategies and tactics to be in the right place, at the right
time and with the right content in the digital world.
Google shaped 6 categories, each show how consumers needs search behaviour drive
intention: surprise me, thrill me, impress me, educate me, reassure me, help me. Consumers
relate their keywords to these things (I think).
Paid search: Paid search can target highly segmented audiences and access customer very
early in the sales cycle. It also enables advertisers to create highly engaging content and spark
active engagement and has a strong creative scope to develop dynamic advertising.
Advantages:
- Performance based
- Well targeted prospects
- Good accountability
- Predictability
- Speed listings can be posted quickly
- Branding oppoertunies
- Low technical complexity
Disadvantages :
- Can be highly competitive and expensive
- May not be suited for all types of business (low budgets, limited product range)
- May be considered irrelevant by some target audiences
- Requires knowledge to manage well
- Mistakes can be costly (ad creative, landing page, etc.)
Challenges:
- Ad blockers
- Obtaining consumer consent
- Rapid growth, increasing costs
- Transparency (ability to measure performance accurately)
Ad group: a group of ads that differently target customer. Each ad group can have different
keywords.
Paid search: is paid for ads, these are auctioned off, looking at the bid and quality score of an
ad.
Conversion: getting someone to complete the customer journey.
, Distribution -> related to Ailawadi & Farris (2017)
Distribution: getting a product/service to a client. Can be done by online shopping, brick-
and-mortar stores, click and collect, fully digital products.
Distribution breadth: how easy it is for consumers to find and outlet that stocks the brand ->
a lot of outlets or the most important ones = very wide breadth. Measure: percentage of the
total first page results (above the fold!), total of stores in a certain area. Organic/sponsored site
stocking the brand.
Distribution depth: How easy it is for consumers to find the brand within the stocking outlet
(& the relative attractiveness to competitor brands). Measure: percentage of share at the
outlets, numbers of product showcased at the landing page. Organic sites with the brand on
the landing page, sponsored sites with the brand on the landing page. Product listing with
brand on landing page, product listings with brand name in text.
An important question in Ailawadi & Farris is: how does this apply to online channels and
how do we combine offline and online depth? Answer:
Omnichannel behaviour (showrooming and webroom) is problematic: you cant add up all
number from the traffic. By switching, consumer create extra traffic number, making it
difficult to add up those numbers. Assessing retailer performance in omnichannel is therefore
very difficult.
Distribution performance metrics:
Compliance: viewing the incidence out of stock, bounce rate, cart abandonment rate, return
rate by retailer’s customers, % on-time reseller deliveries. This can tell the brand is not
presented correctly.
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