Extensive summary/lecture notes of the Digital Marketing and Analytics course for the MSc Business Administration program at the University of Amsterdam. Easy to understand, designed for you to ace your exam even at the very last minute!
Note: the reading summaries are not included, however they...
-Main challenge of digital marketing: measuring the real impact. Without speculations and wishful
thinking, we need to know what really matters to the consumers.
-Online data is challenging and complicated, that’s why an important understanding is needed –
hence to predict and manage consumer behavior.
-Digital marketing differs from traditional marketing in personalization and generation of user-
generated content (UGC).
• 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.
-Designing and managing a seamless customer journey on digital platforms is the key. This can be
done by using right digital touchpoints synchronized with platforms and other touchpoints.
-Any contact points the brand has with consumers. This can be mobile app login, someone seeing a
billboard advertisement etc. There are so many touchpoints and they all cost money to the
company. When we learn how many to use, we create the best customer journey strategy.
Touchpoints
-Paid-owned-earned touchpoints: most widely used classification in marketing and advertisement
practice.
-Owned media: where you can post your information for free. Ex. your website, your app, your
social media platforms.
-Earned media: the most difficult yet valuable one. Ex. word of mouth, conversations, comments,
likes, shares.
-Paid media: where you pay. Used to connect with strangers. Ex. advertising, SEO, promoted social
media content. An influencer is also paid media (unless they didn’t get paid and advertise you just
because they like your brand → earned media)
-Category media: relates to the category that do not mention the advertiser’s brand neither
published by the focal brand.
• Captures
o competitors’ own, paid, and earned media and
o independent publications related to the product category.
• Motivation: control level on earned (Individuals) and category (publications, competitors)
are different.
• Control: Earned > Category
, Digital Data Types & Metrics
1. Structure:
• Structured data: mostly quantitative
(numeric).
o Ex. sales in euro, click/no click (0-1),
session time, number of likes etc.
• Unstructured data: mostly qualitative:
textual or visual data: photos/videos.
o Ex. Instagram videos, online revies,
social media posts.
- The importance of unstructured data is rapidly increasing. Almost 80% all data is unstructured.
2. Source of Data:
• On-site data: what you see on website: available and visible to anyone.
o Ex. likes, comments, shares on Instagram
o Extracted through: data/web scraping
o Web scraping: this is what you see on the website (product lists, comments, reviews
etc) – visible to all viewers & visitors. Could be structured (i.e: number of likes) or
unstructured (i.e: user reviews in text).
• Clickstream/session data: traffic on website-app: what, when and how people do online –
not visible to visitor.
o Ex. Google Analytics
o Clickstream = behavioral data (session behavior)
▪ Individual level data: recording each visitors’ individual behavior with a time-
stamp. Ex. what each customer does step by step.
▪ Aggregate data: total numbers. not focusing on individual level behavior
instead, total number of visitors etc.
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