Digital Marketing And Analytics 6314M0311Y (6314M0311Y)
Institution
Universiteit Van Amsterdam (UvA)
Read this and get 9!!! This summary contains all the information of lectures, tutorials, guest lectures, the key message of the articles (including finding, model, and implication) and some tips about the exam.
Business Administration: Consumer/Digital Marketing
Digital Marketing And Analytics 6314M0311Y (6314M0311Y)
All documents for this subject (1)
3
reviews
By: alexanderalexander • 2 year ago
By: ronanmohammed90 • 2 year ago
By: dus1 • 2 year ago
Seller
Follow
WendyTse
Reviews received
Content preview
Digital marketing
and analytics
Summary
This summary contains all the information of lectures,
tutorials, guest lectures, key message of the articles
(including finding, model, and implication) and some tips
about exam.
⭐=it is one of the questions/topics in the actual exam
L1=lecture 1
T1=tutorial 1
G=guest lecture
A1.1=article 1.1
Check the reading list at the end of the summary
, WEEK 1
DMA-L1-Platforms, Data Types, Metrics&Conversion-Attribution I
● Digital Landscape
● Digital Marketing & Analytics Main Challenge: Measuring the real IMPACT – no speculation, no
wishful-thinking – we need to know what really matters
● Digital Landscape Expanding: Online data getting more and more complex and challenging now ;
But the data is also getting rich, comprehensive and diverse to better understand, predict and manage
customers’ behavior.
● Digital is Distinct: Personalization & User Generated Content
● Personalization (Individualization, such as Netflix，targeted Ad) and UGC （如 reviews，comment，
out of control）what make today’s digital platforms substantially different than traditional offline
marketing
● TV, Radio, Newspaper: (non)digital traditional media (same message to all);
● New Digital media (unique-personalized messages and more information exchange between
customers)
● Customers actively generate content and impact/shape-up other customers and firms’
behavior
● Digital Marketing: Customer Journeys & Touchpoints
● All these goals and benefits can be achieved through designing and managing seamless
customer journeys on digital platforms – by using right digital touchpoints synchronized with
offline platforms & touchpoints.
,● Touchpoints: Paid-Owned-Earned Media
● Paid-Owned-Earned Media
● Paid-Owned-Earned Touchpoints: Most widely used classification in business practice. Know and
used by most marketeers and advertisers. Not a must-use recipe, but easy to understand and
implement.
● why this classification？because of different control level
● Owned Media, i.e. your web site, your app, your social media platforms – so where you can
post your own information for ‘free → full control
, ● Earned Media is the most difficult, yet a valuable type of media. Word of mouth, conversations,
comments, likes and shares.
● could be positive or negative（scandal，rumors），by （potential）customer
● Paid Media: where you pay including > advertising, search engine advertising and promoted
social media content.
● anything you paid for in touchpoints
● Thus a vlogger or influencer is by definition Paid Media (NOT Earned) since it practically is
a paid medium. However – going one step beyond –the customer-to-customer sharing
stimulated by influencer, then is an earned activity
● Paid-Owned-Earned Media: Relevance
● Why do we need such classifications or why don’t we handle each touchpoint in a granular
way ?
● Hundreds of online (and offline touchpoints) – hard to make managerial decisions for each
touchpoint.
● POE helps decision making whether the firm should focus on advertising (paid), content
& service (owned) or engagement (earned)
● Extension > Category Media（A 1.3）
● Zaremba (2020) extends this classification and add Category Media on top of POE framework:
● Category Media: Publications related to the** topic/product category** that do not mention
the advertiser’s brand / or by the focal brand.；positive and negative spillover effects
● Category media cover the competitors’ own, paid, and earned media and** independent
**publications related to the product category(that do not mention the advertiser’s brand
and competing brand)
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller WendyTse. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $8.55. You're not tied to anything after your purchase.
