Summary: Digital Marketing & Analytics

Read the summary and the most important questions on Digital Marketing & Analytics

• Week 4 Search Behavior

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• Results evidence types (Haans et al., 2013)

  • expert & statistical evidence > higher CTR
  • causal evidence > higher CR

• Findings of SEA in multimedia (Zenetti, 2014)

  oNegative interaction effect between SEA without click and TV ads.
  oSEA with CTR and TV negative effect on ads and brand awareness
  oTV and banner have positive effect on brand awareness

• Information seeking behavior (Lecture 4)

  • Directed information seekers
  • Undirected information seekers (new users, banner clicks)
  • Directed buyer (buy specific product)
  • Bargain hunters (offers from sales)
  • Entertainment seekers 

• Pricing models in paid search

  -CPM: Cost Per Mille (you pay for every 1,000 views)
  -CPT: Cost Per Time (you pay per time unit, e.g. day)
  -CPC: Cost Per Click (you pay if someone clicks the ad)
  -CPA: Cost Per Acquisition (you pay if one clicks the ad & buys your product)
  -RTB: Real Time Bidding (real time auction)

• A/B testing

  -Message/Design testing
  -Cross device testing
  -Value offer testing

• Why recommendations system? Algorithms:

  -Maximize average order value (upselling and cross-selling opportunities by showing relevant products that are viewed or purchased together on the homepage and category pages)
  -Increase page-views (and drive loyalty by engaging visitors with personalized content recommendations)
  -     Enhance engagement 

• Colalborative filtering > based on similar users

  -Model-based: on preferences and behavior
  -       Past behavior matches with others past behavior
  >> Takes into account user behavior

• Week 5 Digital Customer Analytics in PD

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• Four key capabilities (Edelman & Singer 2015)

  1.    Automation – digitizing and streamlining the journey
  2.Proactive personalization – customize customer experiences
  3.    Contextual interaction – using knowledge of physical or virtual location of a customer in interactions
  4.    Journey innovation – through ongoing analysis and  experimentation

• Contribution of customer journey (Edelman & SInger 2015)

  • Takign back control from empowered consumers
  • Decrease consideration set to one
  • Create a more convenient path to purchase
  • Create a loyalty loop

• Multilevel service design (MSD) (PATRICIO, 2011)

  • The firm's service concept (benefit it delivers to the customer)
  • The firm's service system (configuration of people, technologies, other resources)
  • The service encounter (moments of interaction between the customer and the firm)