Digital Marketing & Metrics
Index
Week 1 ............................................................................................................................................................ 2
Lecture 1 ............................................................................................................................................................ 2
Lecture 2 ............................................................................................................................................................ 8
Week 2 .......................................................................................................................................................... 16
Lecture 3 .......................................................................................................................................................... 16
Video Google Ads Tutorials - Search basics ................................................................................................ 25
Video Google Ads Tutorials - How the Search ad auction works. ............................................................... 25
Tutorial 2 .......................................................................................................................................................... 26
Preparation: knowledge clip – tutorial data on paid search campaign....................................................... 26
Lecture 4 .......................................................................................................................................................... 27
Week 3 .......................................................................................................................................................... 34
Lecture 5 – Guest lecture: Timothy van Laar ................................................................................................... 34
Tutorial 3 .......................................................................................................................................................... 37
Lecture 6 .......................................................................................................................................................... 42
Week 4 .......................................................................................................................................................... 52
Lecture 7 .......................................................................................................................................................... 52
Lecture 8 .......................................................................................................................................................... 60
Week 6 .......................................................................................................................................................... 67
Lecture 9 .......................................................................................................................................................... 67
Lecture 10 ........................................................................................................................................................ 75
Tutorial 5 .......................................................................................................................................................... 85
,Week 1
Lecture 1
Topic: Introduction to digital marketing: customer journeys, omnichannel, digitalization and
platforms
Digital Marketing is an adaptive and technology-enabled process by which firms collaborate
with customers and partners to create, communicate, deliver, and sustain value for all
stakeholders.
The impact of digital technologies is reflected in:
- More information channels and ways to interact.
- More personalization of advertising
- Changing buying patterns and consumer needs
- The rise of digital platforms
- Increasing competition
- Increasing marketing expenditures and need for accountability.
‘’good metrics inform good management.’’
Customer journey
It has become increasingly complex for firms to manage the customers' experience and
journeys.
→ In a customer journey analysis, firms focus on how customers interact with
multiple points, moving from consideration, search, and purchase to post-purchase,
consumption, and future engagement or repurchase.
Exam question: can you give examples of?
- Brand-owned touchpoints: website, retail stores, apps
- Social/external touchpoints: social media conversations, WoM, USG-content
,Touchpoints and channels (Herhausen et al., 2019)
Touchpoints- alternative classifications
Owned = website, socials (Instagram, Facebook), stores
Paid = advertisements
Earned = the reviews you get external
Exam question: Consumers going from FIC to CIC indicate progress in their
purchase decision process (Anderl et al., 2016). WHY?
When consumers move from Firm-Initiated Contacts (FIC) to Customer-Initiated
Contacts (CIC), it indicates progress in their purchase decision process because it
shows increased consumer engagement and interest. This transition suggests that
consumers are actively seeking more information and are moving closer to making a
purchase, rather than just passively receiving information from the company. It’s a
shift from awareness to consideration and action in the buying process.
, The zero moment of truth (ZMOTH)
Zero moments = moments in between seeing a marketing stimulus and going to the
store / purchase online, get more information, look for discounts,
compare brands etc. (= online research phase)
Touchpoints
- When moving through the customer journey to purchase, customers use and are
exposed to multiple touch points; each of these has direct and more indirect effects
on purchase and other customer behaviors.
- It is important to identify critical touch points (“moments of truth”) throughout the
customer journey that have the most significant influence on key customer
outcomes.
- The effect of an individual touch point may depend on when it occurs in the overall
customer journey, on the type of consumer, on the type of product (e.g., hedonic or
utilitarian) etc.
Index
Week 1 ............................................................................................................................................................ 2
Lecture 1 ............................................................................................................................................................ 2
Lecture 2 ............................................................................................................................................................ 8
Week 2 .......................................................................................................................................................... 16
Lecture 3 .......................................................................................................................................................... 16
Video Google Ads Tutorials - Search basics ................................................................................................ 25
Video Google Ads Tutorials - How the Search ad auction works. ............................................................... 25
Tutorial 2 .......................................................................................................................................................... 26
Preparation: knowledge clip – tutorial data on paid search campaign....................................................... 26
Lecture 4 .......................................................................................................................................................... 27
Week 3 .......................................................................................................................................................... 34
Lecture 5 – Guest lecture: Timothy van Laar ................................................................................................... 34
Tutorial 3 .......................................................................................................................................................... 37
Lecture 6 .......................................................................................................................................................... 42
Week 4 .......................................................................................................................................................... 52
Lecture 7 .......................................................................................................................................................... 52
Lecture 8 .......................................................................................................................................................... 60
Week 6 .......................................................................................................................................................... 67
Lecture 9 .......................................................................................................................................................... 67
Lecture 10 ........................................................................................................................................................ 75
Tutorial 5 .......................................................................................................................................................... 85
,Week 1
Lecture 1
Topic: Introduction to digital marketing: customer journeys, omnichannel, digitalization and
platforms
Digital Marketing is an adaptive and technology-enabled process by which firms collaborate
with customers and partners to create, communicate, deliver, and sustain value for all
stakeholders.
The impact of digital technologies is reflected in:
- More information channels and ways to interact.
- More personalization of advertising
- Changing buying patterns and consumer needs
- The rise of digital platforms
- Increasing competition
- Increasing marketing expenditures and need for accountability.
‘’good metrics inform good management.’’
Customer journey
It has become increasingly complex for firms to manage the customers' experience and
journeys.
→ In a customer journey analysis, firms focus on how customers interact with
multiple points, moving from consideration, search, and purchase to post-purchase,
consumption, and future engagement or repurchase.
Exam question: can you give examples of?
- Brand-owned touchpoints: website, retail stores, apps
- Social/external touchpoints: social media conversations, WoM, USG-content
,Touchpoints and channels (Herhausen et al., 2019)
Touchpoints- alternative classifications
Owned = website, socials (Instagram, Facebook), stores
Paid = advertisements
Earned = the reviews you get external
Exam question: Consumers going from FIC to CIC indicate progress in their
purchase decision process (Anderl et al., 2016). WHY?
When consumers move from Firm-Initiated Contacts (FIC) to Customer-Initiated
Contacts (CIC), it indicates progress in their purchase decision process because it
shows increased consumer engagement and interest. This transition suggests that
consumers are actively seeking more information and are moving closer to making a
purchase, rather than just passively receiving information from the company. It’s a
shift from awareness to consideration and action in the buying process.
, The zero moment of truth (ZMOTH)
Zero moments = moments in between seeing a marketing stimulus and going to the
store / purchase online, get more information, look for discounts,
compare brands etc. (= online research phase)
Touchpoints
- When moving through the customer journey to purchase, customers use and are
exposed to multiple touch points; each of these has direct and more indirect effects
on purchase and other customer behaviors.
- It is important to identify critical touch points (“moments of truth”) throughout the
customer journey that have the most significant influence on key customer
outcomes.
- The effect of an individual touch point may depend on when it occurs in the overall
customer journey, on the type of consumer, on the type of product (e.g., hedonic or
utilitarian) etc.
