Digital marketing
and analytics
Summary
This summary contains all the information of lectures,
tutorials, guest lectures, key message of the articles
(including finding, model, and implication) and some tips
about exam.
⭐=it is one of the questions/topics in the actual exam
L1=lecture 1
T1=tutorial 1
G=guest lecture
A1.1=article 1.1
Check the reading list at the end of the summary
, WEEK 1
DMA-L1-Platforms, Data Types, Metrics&Conversion-Attribution I
● Digital Landscape
● Digital Marketing & Analytics Main Challenge: Measuring the real IMPACT – no speculation, no
wishful-thinking – we need to know what really matters
● Digital Landscape Expanding: Online data getting more and more complex and challenging now ;
But the data is also getting rich, comprehensive and diverse to better understand, predict and manage
customers’ behavior.
● Digital is Distinct: Personalization & User Generated Content
● Personalization (Individualization, such as Netflix，targeted Ad) and UGC （如 reviews，comment，
out of control）what make today’s digital platforms substantially different than traditional offline
marketing
● 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
● Digital Marketing: Customer Journeys & 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 Media
● Paid-Owned-Earned Touchpoints: Most widely used classification in business practice. Know and
used by most marketeers and advertisers. Not a must-use recipe, but easy to understand and
implement.
● why this classification？because of different control level
● Owned Media, i.e. your web site, your app, your social media platforms – so where you can
post your own information for ‘free → full control
, ● Earned Media is the most difficult, yet a valuable type of media. Word of mouth, conversations,
comments, likes and shares.
● could be positive or negative（scandal，rumors），by （potential）customer
● Paid Media: where you pay including > advertising, search engine advertising and promoted
social media content.
● anything you paid for in touchpoints
● Thus a vlogger or influencer is by definition Paid Media (NOT Earned) since it practically is
a paid medium. However – going one step beyond –the customer-to-customer sharing
stimulated by influencer, then is an earned activity
● Paid-Owned-Earned Media: Relevance
● Why do we need such classifications or why don’t we handle each touchpoint in a granular
way ?
● Hundreds of online (and offline touchpoints) – hard to make managerial decisions for each
touchpoint.
● POE helps decision making whether the firm should focus on advertising (paid), content
& service (owned) or engagement (earned)
● Extension > Category Media（A 1.3）
● Zaremba (2020) extends this classification and add Category Media on top of POE framework:
● Category Media: Publications related to the** topic/product category** that do not mention
the advertiser’s brand / or by the focal brand.；positive and negative spillover effects
● Category media cover the competitors’ own, paid, and earned media and** independent
**publications related to the product category(that do not mention the advertiser’s brand
and competing brand)
and analytics
Summary
This summary contains all the information of lectures,
tutorials, guest lectures, key message of the articles
(including finding, model, and implication) and some tips
about exam.
⭐=it is one of the questions/topics in the actual exam
L1=lecture 1
T1=tutorial 1
G=guest lecture
A1.1=article 1.1
Check the reading list at the end of the summary
, WEEK 1
DMA-L1-Platforms, Data Types, Metrics&Conversion-Attribution I
● Digital Landscape
● Digital Marketing & Analytics Main Challenge: Measuring the real IMPACT – no speculation, no
wishful-thinking – we need to know what really matters
● Digital Landscape Expanding: Online data getting more and more complex and challenging now ;
But the data is also getting rich, comprehensive and diverse to better understand, predict and manage
customers’ behavior.
● Digital is Distinct: Personalization & User Generated Content
● Personalization (Individualization, such as Netflix，targeted Ad) and UGC （如 reviews，comment，
out of control）what make today’s digital platforms substantially different than traditional offline
marketing
● 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
● Digital Marketing: Customer Journeys & 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 Media
● Paid-Owned-Earned Touchpoints: Most widely used classification in business practice. Know and
used by most marketeers and advertisers. Not a must-use recipe, but easy to understand and
implement.
● why this classification？because of different control level
● Owned Media, i.e. your web site, your app, your social media platforms – so where you can
post your own information for ‘free → full control
, ● Earned Media is the most difficult, yet a valuable type of media. Word of mouth, conversations,
comments, likes and shares.
● could be positive or negative（scandal，rumors），by （potential）customer
● Paid Media: where you pay including > advertising, search engine advertising and promoted
social media content.
● anything you paid for in touchpoints
● Thus a vlogger or influencer is by definition Paid Media (NOT Earned) since it practically is
a paid medium. However – going one step beyond –the customer-to-customer sharing
stimulated by influencer, then is an earned activity
● Paid-Owned-Earned Media: Relevance
● Why do we need such classifications or why don’t we handle each touchpoint in a granular
way ?
● Hundreds of online (and offline touchpoints) – hard to make managerial decisions for each
touchpoint.
● POE helps decision making whether the firm should focus on advertising (paid), content
& service (owned) or engagement (earned)
● Extension > Category Media（A 1.3）
● Zaremba (2020) extends this classification and add Category Media on top of POE framework:
● Category Media: Publications related to the** topic/product category** that do not mention
the advertiser’s brand / or by the focal brand.；positive and negative spillover effects
● Category media cover the competitors’ own, paid, and earned media and** independent
**publications related to the product category(that do not mention the advertiser’s brand
and competing brand)
