Summary Digital Marketing and Analytics
UvA Business Administration
Digital Business Track
6314M0311Y
Week 1: Introduction: Digital Marketing, Metrics 2
1.1 Leeflang, Verhoef, Dahlström & Freundt (2014) - Challenges and solutions for
marketing in a digital era 2
1.2: Edelman and Salsberg (2010) - Beyond Paid Media: Marketing’s New Vocabulary
5
Week 2: Digital Customer Journey – Omnichannel Management 8
2.1: Srinivasan, Rutz & Pauwels (2015) - Paths to and off purchase: quantifying the
impact of traditional marketing and online consumer activity 8
2.2: Anderl, Schumann & Kunz (2016) - Helping Firms Reduce Complexity in
Multichannel Online Data:A New Taxonomy-Based Approach for Customer Journeys
11
2.3: Knowledge@Wharton - Customer Journey Mapping Is at the Heart of Digital
Transformation 14
Week 3: Social Media Analytics and Social Shopping 16
3.1: Peters, Chen, Kaplan, Ognibeni & Pauwels (2013) - Social Media Metrics: A
Framework & Guidelines for Managing Social Media 16
3.2: Barger & Labrecque (2013) - An Integrated Marketing Communications
Perspective on Social Media Metrics 20
3.3: Hoffmann & Fodor (2010) - Can You Measure the ROI of Your Social Media
Marketing? 24
Week 4: Search, SEO, SEA, Personalization, A/B Testing 27
4.1: Haans, Raessens & van Hout (2013) - Search engine advertisements: The impact
of advertising statements on click-through and conversion rates 27
4.2: Zenetti, Bijmolt, Leeflang & Klapper (2014) - Search Engine Advertising
Effectiveness in a Multimedia Campaign 29
Week 5: Digital Analytics in Product/Service Development 31
5.1: Edelman & Singer M. (2015) - Competing on Customer Journeys: You Have to
Create New Value at Every Step 31
5.2: Patricio, Fisk, Cunha & Constantine (2011) - Multilevel Service Design: From
Customer Value Constellation to Service Experience Blueprinting 34
Week 6: Mobile Marketing and Analytics 37
6.1: Baker, Fang & Luo (2014) - Hour-by-Hour Sales Impact of Mobile Advertising 37
6.2: Li, Zhang, and Luo (2015) - Weather and Mobile Purchases: 10-Million-User Field
Study 39
6.3: Danaher, Smith, Ranasinghe & Danaher (2015) - Where, When, and How Long:
Factors That Influence the Redemption of Mobile Phone Coupons 41
1
, Week 1: Introduction: Digital Marketing, Metrics
1.1 Leeflang, Verhoef, Dahlström & Freundt (2014) - Challenges and solutions for
marketing in a digital era
Motivation
- Brand managers no longer control the messaging they use to create brand
strategies and this environment for organizations/marketers is not without risk.
- Social media content creates empowered customers who are more led by other
customers than by advertising. As a consequence, this will lead to other
(marketing) orientations such as customer engagement.
Objectives
- Complement the quantification of challenges with a discussion of theoretical
insights and emerging research directions for marketing science.
- Contribute to a better understanding of an important part of the marketing
capabilities gap in today’s digitalization of markets and provide a practice-based
road map for future research on digital marketing.
Concepts
Most important potential challenges
1. The ability to generate and leverage deep customer insights
2. Managing brand health and reputation in a marketing environment where social
media plays an important role
3. Assessing the effectiveness of digital marketing (metrics)
Biggest improvements opportunities
1. Fill the gap between the supply and demand of analytically trained people in
marketing (‘‘talent gap’’)
2. To redesign organizations so that they are (more) accountable and have clearer
incentives and decision-making processes that account for the three key trends in
digital business
3. To create actionable digital metrics
2
UvA Business Administration
Digital Business Track
6314M0311Y
Week 1: Introduction: Digital Marketing, Metrics 2
1.1 Leeflang, Verhoef, Dahlström & Freundt (2014) - Challenges and solutions for
marketing in a digital era 2
1.2: Edelman and Salsberg (2010) - Beyond Paid Media: Marketing’s New Vocabulary
5
Week 2: Digital Customer Journey – Omnichannel Management 8
2.1: Srinivasan, Rutz & Pauwels (2015) - Paths to and off purchase: quantifying the
impact of traditional marketing and online consumer activity 8
2.2: Anderl, Schumann & Kunz (2016) - Helping Firms Reduce Complexity in
Multichannel Online Data:A New Taxonomy-Based Approach for Customer Journeys
11
2.3: Knowledge@Wharton - Customer Journey Mapping Is at the Heart of Digital
Transformation 14
Week 3: Social Media Analytics and Social Shopping 16
3.1: Peters, Chen, Kaplan, Ognibeni & Pauwels (2013) - Social Media Metrics: A
Framework & Guidelines for Managing Social Media 16
3.2: Barger & Labrecque (2013) - An Integrated Marketing Communications
Perspective on Social Media Metrics 20
3.3: Hoffmann & Fodor (2010) - Can You Measure the ROI of Your Social Media
Marketing? 24
Week 4: Search, SEO, SEA, Personalization, A/B Testing 27
4.1: Haans, Raessens & van Hout (2013) - Search engine advertisements: The impact
of advertising statements on click-through and conversion rates 27
4.2: Zenetti, Bijmolt, Leeflang & Klapper (2014) - Search Engine Advertising
Effectiveness in a Multimedia Campaign 29
Week 5: Digital Analytics in Product/Service Development 31
5.1: Edelman & Singer M. (2015) - Competing on Customer Journeys: You Have to
Create New Value at Every Step 31
5.2: Patricio, Fisk, Cunha & Constantine (2011) - Multilevel Service Design: From
Customer Value Constellation to Service Experience Blueprinting 34
Week 6: Mobile Marketing and Analytics 37
6.1: Baker, Fang & Luo (2014) - Hour-by-Hour Sales Impact of Mobile Advertising 37
6.2: Li, Zhang, and Luo (2015) - Weather and Mobile Purchases: 10-Million-User Field
Study 39
6.3: Danaher, Smith, Ranasinghe & Danaher (2015) - Where, When, and How Long:
Factors That Influence the Redemption of Mobile Phone Coupons 41
1
, Week 1: Introduction: Digital Marketing, Metrics
1.1 Leeflang, Verhoef, Dahlström & Freundt (2014) - Challenges and solutions for
marketing in a digital era
Motivation
- Brand managers no longer control the messaging they use to create brand
strategies and this environment for organizations/marketers is not without risk.
- Social media content creates empowered customers who are more led by other
customers than by advertising. As a consequence, this will lead to other
(marketing) orientations such as customer engagement.
Objectives
- Complement the quantification of challenges with a discussion of theoretical
insights and emerging research directions for marketing science.
- Contribute to a better understanding of an important part of the marketing
capabilities gap in today’s digitalization of markets and provide a practice-based
road map for future research on digital marketing.
Concepts
Most important potential challenges
1. The ability to generate and leverage deep customer insights
2. Managing brand health and reputation in a marketing environment where social
media plays an important role
3. Assessing the effectiveness of digital marketing (metrics)
Biggest improvements opportunities
1. Fill the gap between the supply and demand of analytically trained people in
marketing (‘‘talent gap’’)
2. To redesign organizations so that they are (more) accountable and have clearer
incentives and decision-making processes that account for the three key trends in
digital business
3. To create actionable digital metrics
2
