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