Summary

Digital Media Summary (2023) + Answers to Quizzes / Notes from Class, Guest Lectures & Simulations

16 purchases

Course
(328064M6)

Institution
Tilburg University (UVT)

This Digital Media Summary (328064-M-6) covers all the material for the exam, including answers to the quizzes and notes and examples from class, guest lectures, and simulations/assignments of 2023.

[Show more]

Last document update: 1 year ago

Preview 3 out of 99 pages

View example

Uploaded on December 9, 2023
File latest updated on February 1, 2024
Number of pages 99
Written in 2023/2024
Type Summary

digital media
display ads
lee hower
sponsored search
seo
advertising
ecommerce
ab test
content marketing
social media analytics
marketing
marketing management
morphing
kpi
experiment
adaptive experime

Institution
Tilburg University (UVT)
Education
Marketing Management
Course
(328064M6)

thimo2000

Member since 2 year 133 documents sold

CA$11.51

Add to cart

Add to wishlist

100% satisfaction guarantee
Immediately available after payment
Both online and in PDF
No strings attached

Table of Contents
Note that we skip certain parts, as these were just introduction to, for example, Simbound.
More important, and thus included, are the debriefings.

Lecture 1A: Course Intro, Intro to Display Ads................................................................... 2
1.1 The Basics of Online Display Ads................................................................................ 2
1.2 Targeting Online........................................................................................................... 4
1.3 Takeaways....................................................................................................................5
Lecture 1B: Campaigns KPIs................................................................................................ 6
1.4 KPIs & Business Objectives......................................................................................... 7
1.5 Campaign Metrics: Advantages & Disadvantages....................................................... 7
1.6 Ad blocking.................................................................................................................10
1.7 Are experiments needed to measure ad effectiveness?............................................ 10
1.8 Takeaways..................................................................................................................11
Lecture 2A: Lee Hower Case Study....................................................................................12
2.1 Lee Hower Marketing Analytics’ team calculation...................................................... 12
2.2 Yahoo! Data Science Team Calculation..................................................................... 14
2.3 What Would You Do Without Red Cross Ads?...........................................................15
2.4 Statistics of difference estimators...............................................................................16
2.5 Experimental Analysis: Step by Step......................................................................... 18
2.6 Comparing TOT and ITT estimates............................................................................21
Lecture 2B: Intro to Sponsored Search & SEO................................................................. 22
2.5 Introduction to Sponsored Search..............................................................................22
2.6 How Paid Search Works............................................................................................ 23
2.7 SEO............................................................................................................................28
2.8 Website evaluation..................................................................................................... 30
2.9 Takeaways..................................................................................................................31
Lecture 3B: Lessons From Advertising Research............................................................32
3.1 Display Ad Effectiveness............................................................................................32
3.2 Lessons From 432 Ghost Ad Experiments.................................................................34
3.3 Do We Need Experiments To Measure Ad Effectiveness?........................................ 35
3.4 Takeaways..................................................................................................................36
3.4 Branded Sponsored Search: eBay Experiments........................................................37
3.5 What about the Rest of Branded Search?..................................................................37
3.7 Sponsored Search Takeaways...................................................................................40
Lecture 4A: Adaptive Experimentation and Website Morphing Guest Lecture............. 41
4.1 Adaptive Experimentation: Learning while Earning....................................................41
4.2 Are we all the Same?................................................................................................. 43
Lecture 4B: A/B Test Simulation.........................................................................................45
4.3 The Basics of A/B Testing.......................................................................................... 45
4.4 Benefits of A/B Testing............................................................................................... 46
Lecture 5A: eCommerce......................................................................................................47
5.1 E-commerce Basics................................................................................................... 47
5.2 On-site Marketing....................................................................................................... 48

1

, 5.3 On-site Marketing: Site Design and Optimization.......................................................49
5.4 On-site Marketing: Pop-overs.....................................................................................49
5.4 On-site Marketing: Pricing.......................................................................................... 50
5.5 Takeaways..................................................................................................................52
Lecture 5B: AB Test Debrief and Reviews and Social Care............................................. 53
5.6 Bandit Optimization in Online Decisions.................................................................... 53
5.7 Using A/B Testing and ML for Decision-Making......................................................... 54
5.8 Reviews, Ratings, and User-Generated Content....................................................... 55
5.9 Social Care.................................................................................................................62
Lecture 6A: Guest Lecture + Social Media Analytics....................................................... 63
6.1 Principles of Community Management.......................................................................63
6.2 Monetization............................................................................................................... 64
6.3 Community Building in a Digital World....................................................................... 64
6.4 Online Communities and Online Reviews.................................................................. 65
6.5 Step 1: Set Goals....................................................................................................... 66
6.6 Step 2: Social Media Metrics......................................................................................66
6.7 Step 3: Measuring ROI...............................................................................................67
6.8 Examples of Analytics................................................................................................ 68
6.9 Virality.........................................................................................................................71
6.10 Takeaways................................................................................................................72
Lecture 6B: Content Marketing........................................................................................... 73
6.11 Influencer Marketing................................................................................................. 73
6.12 Content Marketing Primer........................................................................................ 74
6.13 Step 1: Research and planning................................................................................ 76
6.14 Step 2: Content Creation..........................................................................................77
6.15 Step 3: Content Diffusion......................................................................................... 78
6.16 Takeaways................................................................................................................80
Lecture 7A: Guest Lecture + Privacy and AI..................................................................... 81
7.1 Attribution Modelling in Online Marketing...................................................................81
7.2 Privacy and a “Cookie-Less World”............................................................................83
7.3 Online Behavioural Advertising.................................................................................. 84
7.4 Privacy Regulation in US vs EU (GDPR)................................................................... 86
7.5 Takeaways (1)............................................................................................................ 87
7.6 AI tools....................................................................................................................... 87
7.7 Takeaways (2)............................................................................................................ 88
Lecture 7B: Wrap Up and Q&A........................................................................................... 89
7.9 Course Takeaways..................................................................................................... 89
Quiz Answers....................................................................................................................... 92
Campaign KPIs quiz.........................................................................................................92
Content marketing and creator economy......................................................................... 92
Display ad quiz................................................................................................................. 92
Ecommerce...................................................................................................................... 92
Lee Hower........................................................................................................................ 93
Lessons from ad research................................................................................................93

2

, Privacy and AI.................................................................................................................. 93
Reviews/Social Care........................................................................................................ 93
Social media Analytics..................................................................................................... 94
Sponsored Search and Search Engine Optimization (SEO)............................................ 94
Summary Quiz 2023.........................................................................................................94

3

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 thimo2000. Stuvia facilitates payment to the seller.

Will I be stuck with a subscription?

No, you only buy these notes for CA$11.51. You're not tied to anything after your purchase.

Can Stuvia be trusted?

4.6 stars on Google & Trustpilot (+1000 reviews)

68175 documents were sold in the last 30 days

Founded in 2010, the go-to place to buy study notes for 15 years now

Start selling

Summary

Digital Media Summary (2023) + Answers to Quizzes / Notes from Class, Guest Lectures & Simulations

Document information

Subjects

Written for

Seller

Reviews received

Content preview