Digital marketing and analytics
Inhoudsopgave
Week 1 – DMA overview and SEO ...................................................................................................................... 3
Trends and types of media .................................................................................................................................. 3
Metrics and KPIs ................................................................................................................................................ 4
Rates ................................................................................................................................................................... 5
Importance of search engines............................................................................................................................. 5
SEO .................................................................................................................................................................... 6
Steps of SEO ....................................................................................................................................................... 6
On page optimization ......................................................................................................................................... 7
SEO (advanced optimization) ............................................................................................................................. 9
SEO metrics and tools ........................................................................................................................................ 9
Digital marketing trends report 2020 by Sparxoo............................................................................................ 11
Search Engine Optimization (SEO) ................................................................................................................... 14
1. What is SEO? ............................................................................................................................................... 14
1.1 Understanding Search Engine Results Page (SERP) ............................................................................. 14
1.2 How does Google Search work? ............................................................................................................ 16
2. Steps for SEO ............................................................................................................................................... 18
2.1 Goals ...................................................................................................................................................... 18
2.2 On Page Optimization ........................................................................................................................... 18
2.3 Off Page Optimization ........................................................................................................................... 25
3. SEO – Advanced ..................................................................................................................................... 28
4. SEO – TOOLS/ ANALYTICS ........................................................................................................................ 29
4.1 SEO Tool Functionalities ...................................................................................................................... 30
5. CONCLUSION ............................................................................................................................................. 30
6. References .................................................................................................................................................... 31
Week 2 – SEA and Google Analytics ................................................................................................................. 32
Organic vs paid advertising ............................................................................................................................. 32
Understanding google AdWords (ads) ............................................................................................................. 33
Google analytics ............................................................................................................................................... 35
Research: SEO + GA ....................................................................................................................................... 35
Search engine advertisements: the impact of advertising statements on click-through and conversion
rates. By Haans, Raassens and Hout. ................................................................................................................ 37
Using Google Analytics to measure visitor statistics: the case of food composition websites. By Pakkala,
Presser and Christensen ..................................................................................................................................... 40
Week 3 – attribution models and customer journeys ....................................................................................... 44
Attribution – concept & types ........................................................................................................................... 44
Online customer journeys ................................................................................................................................. 46
Touchpoints vs journeys ................................................................................................................................... 47
1
, Omnichannel management: online vs offline interplay .................................................................................... 48
Key research on multiple touch points & cross channels ................................................................................. 49
Attributing conversions in a multichannel online marketing environment: an empirical model and a field
experiment. By Li and Kannan. ......................................................................................................................... 51
Helping firms reduce complexity in multichannel online data: a new taxonomy-based approach for
customer journeys. By Anderl, Schumann and Kunz. ..................................................................................... 55
Attribution modeling in digital advertising. An empirical investigation of the impact of digital sales
channels. By Nisar and Yeung. .......................................................................................................................... 59
Week 4 – social media and influencer marketing ............................................................................................. 63
Social media trends .......................................................................................................................................... 63
Social media analytics ...................................................................................................................................... 64
Facebook analytics ........................................................................................................................................... 65
Instagram – a marketing platform .................................................................................................................... 66
Influencer marketing ........................................................................................................................................ 68
Social media research and modeling ............................................................................................................... 71
Factors influencing popularity of branded content in Facebook fan pages. By Sabate, Berbegal-Mirabent,
Canabate and Lebherz. ....................................................................................................................................... 72
What drives virality (sharing) of online digital content? The critical role of information, emotion, and
brand prominence. By Tellis, MacInnis, Tirunillai and Zhang. ..................................................................... 76
Week 5 – web scraping and sentiment analysis ................................................................................................ 82
Analyzing reviews ............................................................................................................................................. 82
Key research on reviews................................................................................................................................... 83
Data Miner demo ............................................................................................................................................. 85
Monkey Learn demo ......................................................................................................................................... 86
Digital marketing strategies, online reviews and hotel performance. By Pelsmacker, van Tilburg and
Holthof. ................................................................................................................................................................ 87
Week 6 – Recommendation systems, email and mobile marketing ................................................................ 91
Recommendation systems ................................................................................................................................. 91
Email marketing ............................................................................................................................................... 92
Key research on email marketing ..................................................................................................................... 95
Mobile marketing ............................................................................................................................................. 95
Key research on mobile marketing. Mobile marketing: time, location and other situational effects. .............. 98
Personalization in email marketing: the role of noninformative advertising content. By Navdeep, Sahni,
Wheeler and Chintagunta. ............................................................................................................................... 100
Geo-conquesting: competitive locational targeting of mobile promotions. By Fong, Fang and Luo. ........ 106
Overig ................................................................................................................................................................. 110
2
,Week 1 – DMA overview and SEO
Trends and types of media
• Factors driving digital marketing:
o Average amount of time spent on internet
o Accessibility of internet
o Mobile penetration
o Digital transformation in companies
o Technology (PC Era → web 1.0 → web 2.0 → web 3.0 → web 4.0)
• Main trends
o Digital transformation
o Marketing automation
o App marketing
o User generated content
o Data driven story telling
• Touchpoints in digital platforms. Three types of content:
• KPIs
o Paid: number of clicks, ROI
o Owned: the number of visitors, organic visitors
o Earned: social media analytics such as comments and shares
Paid media Owned media Earned media
3
, The essence? Advertising Content Engagement
Who initiates Brand Customer (if brand is Customer
contact? prepared)
Form of Brand to customer Interactive between Customer to
communication? brand and customer customer
Metrics and KPIs
• The top 10 metrics marketers are using to evaluate digital marketing programs
performance:
• Metrics in funnel
o SEO/SMM/PPC. 100.000 people who came across the ad.
o Click-throughs. 10.000 people who clicked through (CTR = click-through rate),
CTR is 10%.
o Bounces. People who bounce the website only look at one page and leave –
5000, 50%.
o Readers. People who stay on the website – 5000.
o Leads – 1000, 20%.
o Prospects. People who respond to a call of action – 500, 50%.
o Sales. Customers – 100, 20%.
o Loyalty – 40, 40%.
o Customer advocates – 33, 33%.
• Impression = a term that refers to the point in which ad is displayed once on a web
page (or in other words the customer is exposed to an online content (ad) on a
website that s/he is viewing). Does NOT necessarily mean that the customer has seen
the content though!
4
Inhoudsopgave
Week 1 – DMA overview and SEO ...................................................................................................................... 3
Trends and types of media .................................................................................................................................. 3
Metrics and KPIs ................................................................................................................................................ 4
Rates ................................................................................................................................................................... 5
Importance of search engines............................................................................................................................. 5
SEO .................................................................................................................................................................... 6
Steps of SEO ....................................................................................................................................................... 6
On page optimization ......................................................................................................................................... 7
SEO (advanced optimization) ............................................................................................................................. 9
SEO metrics and tools ........................................................................................................................................ 9
Digital marketing trends report 2020 by Sparxoo............................................................................................ 11
Search Engine Optimization (SEO) ................................................................................................................... 14
1. What is SEO? ............................................................................................................................................... 14
1.1 Understanding Search Engine Results Page (SERP) ............................................................................. 14
1.2 How does Google Search work? ............................................................................................................ 16
2. Steps for SEO ............................................................................................................................................... 18
2.1 Goals ...................................................................................................................................................... 18
2.2 On Page Optimization ........................................................................................................................... 18
2.3 Off Page Optimization ........................................................................................................................... 25
3. SEO – Advanced ..................................................................................................................................... 28
4. SEO – TOOLS/ ANALYTICS ........................................................................................................................ 29
4.1 SEO Tool Functionalities ...................................................................................................................... 30
5. CONCLUSION ............................................................................................................................................. 30
6. References .................................................................................................................................................... 31
Week 2 – SEA and Google Analytics ................................................................................................................. 32
Organic vs paid advertising ............................................................................................................................. 32
Understanding google AdWords (ads) ............................................................................................................. 33
Google analytics ............................................................................................................................................... 35
Research: SEO + GA ....................................................................................................................................... 35
Search engine advertisements: the impact of advertising statements on click-through and conversion
rates. By Haans, Raassens and Hout. ................................................................................................................ 37
Using Google Analytics to measure visitor statistics: the case of food composition websites. By Pakkala,
Presser and Christensen ..................................................................................................................................... 40
Week 3 – attribution models and customer journeys ....................................................................................... 44
Attribution – concept & types ........................................................................................................................... 44
Online customer journeys ................................................................................................................................. 46
Touchpoints vs journeys ................................................................................................................................... 47
1
, Omnichannel management: online vs offline interplay .................................................................................... 48
Key research on multiple touch points & cross channels ................................................................................. 49
Attributing conversions in a multichannel online marketing environment: an empirical model and a field
experiment. By Li and Kannan. ......................................................................................................................... 51
Helping firms reduce complexity in multichannel online data: a new taxonomy-based approach for
customer journeys. By Anderl, Schumann and Kunz. ..................................................................................... 55
Attribution modeling in digital advertising. An empirical investigation of the impact of digital sales
channels. By Nisar and Yeung. .......................................................................................................................... 59
Week 4 – social media and influencer marketing ............................................................................................. 63
Social media trends .......................................................................................................................................... 63
Social media analytics ...................................................................................................................................... 64
Facebook analytics ........................................................................................................................................... 65
Instagram – a marketing platform .................................................................................................................... 66
Influencer marketing ........................................................................................................................................ 68
Social media research and modeling ............................................................................................................... 71
Factors influencing popularity of branded content in Facebook fan pages. By Sabate, Berbegal-Mirabent,
Canabate and Lebherz. ....................................................................................................................................... 72
What drives virality (sharing) of online digital content? The critical role of information, emotion, and
brand prominence. By Tellis, MacInnis, Tirunillai and Zhang. ..................................................................... 76
Week 5 – web scraping and sentiment analysis ................................................................................................ 82
Analyzing reviews ............................................................................................................................................. 82
Key research on reviews................................................................................................................................... 83
Data Miner demo ............................................................................................................................................. 85
Monkey Learn demo ......................................................................................................................................... 86
Digital marketing strategies, online reviews and hotel performance. By Pelsmacker, van Tilburg and
Holthof. ................................................................................................................................................................ 87
Week 6 – Recommendation systems, email and mobile marketing ................................................................ 91
Recommendation systems ................................................................................................................................. 91
Email marketing ............................................................................................................................................... 92
Key research on email marketing ..................................................................................................................... 95
Mobile marketing ............................................................................................................................................. 95
Key research on mobile marketing. Mobile marketing: time, location and other situational effects. .............. 98
Personalization in email marketing: the role of noninformative advertising content. By Navdeep, Sahni,
Wheeler and Chintagunta. ............................................................................................................................... 100
Geo-conquesting: competitive locational targeting of mobile promotions. By Fong, Fang and Luo. ........ 106
Overig ................................................................................................................................................................. 110
2
,Week 1 – DMA overview and SEO
Trends and types of media
• Factors driving digital marketing:
o Average amount of time spent on internet
o Accessibility of internet
o Mobile penetration
o Digital transformation in companies
o Technology (PC Era → web 1.0 → web 2.0 → web 3.0 → web 4.0)
• Main trends
o Digital transformation
o Marketing automation
o App marketing
o User generated content
o Data driven story telling
• Touchpoints in digital platforms. Three types of content:
• KPIs
o Paid: number of clicks, ROI
o Owned: the number of visitors, organic visitors
o Earned: social media analytics such as comments and shares
Paid media Owned media Earned media
3
, The essence? Advertising Content Engagement
Who initiates Brand Customer (if brand is Customer
contact? prepared)
Form of Brand to customer Interactive between Customer to
communication? brand and customer customer
Metrics and KPIs
• The top 10 metrics marketers are using to evaluate digital marketing programs
performance:
• Metrics in funnel
o SEO/SMM/PPC. 100.000 people who came across the ad.
o Click-throughs. 10.000 people who clicked through (CTR = click-through rate),
CTR is 10%.
o Bounces. People who bounce the website only look at one page and leave –
5000, 50%.
o Readers. People who stay on the website – 5000.
o Leads – 1000, 20%.
o Prospects. People who respond to a call of action – 500, 50%.
o Sales. Customers – 100, 20%.
o Loyalty – 40, 40%.
o Customer advocates – 33, 33%.
• Impression = a term that refers to the point in which ad is displayed once on a web
page (or in other words the customer is exposed to an online content (ad) on a
website that s/he is viewing). Does NOT necessarily mean that the customer has seen
the content though!
4
