Digital Marketing & Analytics Summary (2023/2024) - UvA Master's BA - Grade 8,5/10
77 vues 2 fois vendu
Cours
Digital Marketing and Analytics (6314M0311Y)
Établissement
Universiteit Van Amsterdam (UvA)
PM for DISCOUNT :)
This summary was written in the first semester of the academic year 2023/2024 . It consists of all the lecture and tutorial material mentioned by the teacher for the examination.
Please leave a positive rating if satisfied ! :)
University of Amsterdam
MSc Business Administration/Digital Marketing
Academic Year 2023/2024
Digital Marketing & Analytics Summary 2023/2024
Content:
➢ Lecture 1: Platforms, Data Types, Metrics, & Conversion-Attribution
o Tutorial 1: Introduction to Data Analysis, Variable Scale Types,
Regression Models & Probabilistic Attribution
➢ Lecture 2: Challenges & Alternatives to Attribution/Marketing Mix
Models: Omnichannel Management
o Tutorial 2 / Part 1: Scraping – Collecting Web Data for Marketing
Analytics
o Tutorial 2 / Part 2: NLP & Text Analytics – Sentiment and Topic
Analysis
➢ Lecture 3: Social Media Marketing & Analytics
➢ Lecture 4: Online Review-Rating Platforms & Analytics – Search
Marketing: SEA & Optimization
➢ Lecture 5: Digital Advertising & Pricing Models – Personalization &
Personalized Targeting - Generative AI & Chat GPT – Practical Overview
➢ Lecture 6: Recommendation Systems – Mobile Marketing: Mobile-Apps
& Geo-Targeting
,Lecture 1: Platforms, Data Types, Metrics, & Conversion-Attribution
Digital landscape:
• Digital marketing and analytics: “half the money I spend on advertising is wasted; the
trouble is, I don’t know which half.”
o Main challenge: Measuring the real IMPACT- no speculating, no wishful-
thinking-we need to know what really matters.
Expanding:
• Online data is getting more and more complex and challenging now.
• The data is also getting rich and diverse to have a better understanding and then,
predict and manage customers’ behavior.
Personalization & User Generated Content:
• Personalization (individualization) and UGC make today’s digital platforms
substantially different from traditional offline marketing.
o TV, radio, newspaper: (non)digital traditional media (same message to all);
o New digital media (unique-personalized messages and more information
exchange between customers).
o Customers actively generate content and impact/shape-up other customers and
firms’ behavior.
Customer journeys and 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 touchpoints: most widely used classification in marketing &
advertising practice.
• Known and used by most marketeers.
o This is not a must-use & universal recipe, but easy to understand and
implement.
Owned media: i.e. your web site, your app, your social media platforms: where you can post
your own information for ‘free’.
• To interact with customers
• Examples: websites, email marketing, social network pages, communities, SEO,
content.
Earned media: the most difficult, yet a valuable type of media. Word of mouth,
conversations, comments, likes and shares.
• Fans: CRM database, SEO, facebook, youtube, twitter, google, blogs, forums, yelp.
Paid media: where do you pay? Including advertising, search engine and promoted social
media content.
• Used to connect with strangers
• Examples: paid search, display banners, remarketing, purchased email list,
advertorials.
Why do we need such classifications or why don’t we handle each touchpoint in a
granular way?
• POE helps decisions whether the firm should focus on advertising (paid), content &
service (owned), or engagement (earned).
, Paid-Owned-Earned Media: Extension > Category Media
• Category media: relates to the category that do not mention the advertiser’s brand nor
published by the focal brand.
• Captures (i) competitors’ own, paid, and earned media and (ii) independent
publications related to the product category.
• Motivation: control level on earned (individuals) and category (publications,
competitors) different. Control: earned > category.
Digital Data Types & Metrics:
Digital data types: classification 1- Structure
• Data could be structures in nature. The management and analysis of the data depends
on this structure accordingly.
• Structured Data: Mostly Quantitative
(numeric). Examples: sales in euro, click/no
click (0-1), session time, number of likes
etc.
• Unstructured data: mostly qualitative
(textual or visual data): photos/videos,
examples: Instagram videos, online,
reviews, social media posts.
• The importance of unstructured data is
rapidly increasing.
o Recent projections
indicate that
unstructured data is
over 80% of all
business-marketing
data.
Digital data types: classification 2-
Source of the Data:
• On-site data: what you can
see on website: available and
visible to anyone. Extracted
through data/web scraping.
• Clickstream/session data: traffic on website-app: what, when and how people do
online- not visible to visitor (i.e: google analytics).
Les avantages d'acheter des résumés chez Stuvia:
Qualité garantie par les avis des clients
Les clients de Stuvia ont évalués plus de 700 000 résumés. C'est comme ça que vous savez que vous achetez les meilleurs documents.
L’achat facile et rapide
Vous pouvez payer rapidement avec iDeal, carte de crédit ou Stuvia-crédit pour les résumés. Il n'y a pas d'adhésion nécessaire.
Focus sur l’essentiel
Vos camarades écrivent eux-mêmes les notes d’étude, c’est pourquoi les documents sont toujours fiables et à jour. Cela garantit que vous arrivez rapidement au coeur du matériel.
Foire aux questions
Qu'est-ce que j'obtiens en achetant ce document ?
Vous obtenez un PDF, disponible immédiatement après votre achat. Le document acheté est accessible à tout moment, n'importe où et indéfiniment via votre profil.
Garantie de remboursement : comment ça marche ?
Notre garantie de satisfaction garantit que vous trouverez toujours un document d'étude qui vous convient. Vous remplissez un formulaire et notre équipe du service client s'occupe du reste.
Auprès de qui est-ce que j'achète ce résumé ?
Stuvia est une place de marché. Alors, vous n'achetez donc pas ce document chez nous, mais auprès du vendeur uvabusinessadministration. Stuvia facilite les paiements au vendeur.
Est-ce que j'aurai un abonnement?
Non, vous n'achetez ce résumé que pour 10,99 €. Vous n'êtes lié à rien après votre achat.
