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Summary Digital Advanced Resume
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HOOFDSTUK 1 ARTIFICIAL INTELLIGENCEWAAROM IS AI BELANGRIJK IN DIGITAL MARKETING?
AI is the most transformative technology of our time
Used in all fields: medicine, agriculture, e-commerce, education, recommendation systems
Your life is already affected by AI in many ways.
o Predicting consumer behavior
o Creating and understanding more sophisticated buyer segments
o Marketing automation
o Content creation
o Recommendations
o Sales forecasting
o Generative AI
40% of app installs on Google Play come from recommendations.
60% of watch time on YouTube comes from recommendations .
WAT IS AI?
Artificial intelligence (AI) is a science like mathematics or biology
Machine learning (ML) is a system that learns by itself without the need to be explicitly programmed
o A ML algorithm improves when you feed it more data.
Deep learning (DL) is a type of ML where the human neural system is mimicked to learn something or
solve a problem.
HOE WERKT AI?
,HOE WERKT EEN NEURAAL NETWERK?
We give it examples of what we want it to learn, together with the correct solution.
Calculating the ‘cost’: measuring how correct the outcome of the neural network is. Wrong = higher cost,
correct = lower cost.
Then we use gradient descent to minimize that cost.
gradient descent finds the local minimal value
through backpropagation the information then feeds backwards to the neurons
HOOFDSTUK 2 WEBSITE
2.1 STRUCTUUR
3 delen website: Front-end code
o HTML, or HyperText Markup Language, is used to create the basic structure and content of a
webpage, fundation
o CSS, or Cascading Style Sheets, is used for the design of a webpage – where everything is placed
and how it looks, geen logica maar het zijn de 2 makkelijkste vormen van codering
o JavaScript is used to define the interactive elements of a webpage that help to engage users, vb:
carrousel
Optimized for different screen sizes (devices). Holy trinity: desktop, tablet, smartphone
Bootstrap= verdeeld alles in 12 kollommen
o most used free open source front-end-framework
, Responsiveness: Geoptimaliseerd voor verschillende schermformaten (apparaten). Heilige drie-eenheid:
desktop, tablet, smartphone
Internal structure of a typical website
o Homepage: This is the central part of the website, the starting point from which all categories,
articles, brands and blogs can be accessed.
o Categories and subcategories: Two main categories lead to subcategories, which then link to
content or products. This is typical of e-commerce websites or websites with a lot of information,
where content is organized at different hierarchical levels.
o Brand (Brand): Another section accessible directly from the home page. This likely refers to
sections for different brands or specific product lines.
o Articles (Silos): Articles are grouped into “silos,” a common SEO strategy. Silos organize content
into related groups, making it easier for search engines to understand how different pieces of
content are related.
o Blog: The blog section is organized into categories (Category 1, Category 2, Category 3), with
individual blog posts within them.
o Sitemap and Robots.txt: These elements help search engines such as Google better understand
and index the website. The sitemap (in HTML and XML) provides an overview of all pages, while
the robots.txt file gives search engines instructions on which parts of the site should or should not
be indexed.
o checkout flow (checkout process) is the process a customer goes through from the moment he or
she decides to make a purchase on an e-commerce Web site, through to the completion of the
transaction. This process includes several steps that ensure that the customer can place his or her
order and checkout. The goal of a well-designed checkout flow is to guide the customer through
these steps as easily and quickly as possible to minimize drop-off moments
.
2.2 DESIGN (3 PILLARS)
2.2.1 ACCESIBILITY
Mensen met fysieke of motorische beperkingen
o Do
Create large, clickable actions.
Give form fields plenty of space.
Design for keyboard-only or voice use.
Keep mobile and touchscreen use in mind
Provide keyboard shortcuts.
o Don't:
, Don't require precise mouse movements.
Don't group too many interactions together.
Don't create dynamic content that requires a lot of mouse movements.
Don't use short timeouts.
Avoid prolonged typing and scrolling.
Mensen op het autistisch spectrum
o Do:
Use simple colors.
Write in simple, clear language.
Use simple sentences and bullet points
Create descriptive buttons.
Build simple and consistent layouts.
o Don't:
Don't use bright, contrasting colors
Avoid figurative language or expressions.
Don't create a “wall of text” with no structure.
Don't use vague and unpredictable buttons.
Don't build complex, cluttered layouts.
Mensen met slechtziendheid
o Do
Use good color contrast and legible font size
Publish all information on Web pages (not just in downloads).
Use a combination of color, shapes and text to convey meaning.
Follow a linear, logical layout.
Place buttons and notifications in context
o Don't:
o Don't use low color contrasts or font sizes that are too small.
o Don't hide information in downloads
o Don't use color alone to communicate meaning
o Don't spread content all over the page.
o Don't separate actions from their context (such as placing buttons out of context).
2.2.2 PURPOSE
What is the user looking for and what are you trying to achieve?
o Branding
o Showing expertise
o Creating awareness
o Generating sales
o Lead generation
2.2.3 CONSISTENCY
Consistency across all digital channels and devices in terms of
o visual style (importance of style guide!)
o writing style
o tone of voice
o message
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