Digital Marketing and Metrics
Individual exam: 70%, open and multiple choice > knowledge, insight, and
application of material discussed throughout the course
How to study the papers:
- The questions asked in Perusall.
- Papers in Perusall are more important
- It’s listed which pages of each paper to read/skip/skim
- Focus on what is discussed about the papers during the actual
lecture.
- Explaining key results/insights, not memorizing but understanding
the context of the results, explaining concepts/terms and giving
examples that are introduced in the papers.
Individual assignment: 5%
Group assignments: 25%
Table of Contents
Lecture 1 .......................................................................................................................... 3
Customer Journeys: Paper focus: Herhausen et al. (2019) .......................................................... 5
Lecture 2 ........................................................................................................................ 10
Digital Marketing and Customer Journey ................................................................................ 10
, Digital transformation of retail paper focus: Reinartz etl al. (2019) .......................................... 14
The rise of digital platforms .................................................................................................... 16
Lecture 3 ........................................................................................................................ 19
From search to purchase ........................................................................................................ 19
Display ads ............................................................................................................................ 23
Bleier et al. (2015) .................................................................................................................. 24
Paper focus: De Haan et al. (2016) .......................................................................................... 26
Lecture 4 ........................................................................................................................ 30
Terms and auction.................................................................................................................. 30
Social Media .......................................................................................................................... 31
Paper focus: Liadele et al. (2022) ............................................................................................ 33
The impact of visual content in social media posts .................................................................. 38
Results Riedvelt et al (2020) ................................................................................................... 40
Lecture 5 Guest lecture Timothy: ..................................................................................... 41
Lecture 6 ........................................................................................................................ 42
Paper focus: Wang et al. (2021) .............................................................................................. 45
Findings wang et al (2021) ...................................................................................................... 49
Online metrics on the path-to-purchase: Srinivasan et al. (2016) ............................................. 50
Lecture 7 ........................................................................................................................ 53
Hanssens & Pauwels (2016) Metrics, models and communication............................................ 53
Data and methods of analysis in digital marketing .................................................................. 54
Communicating digital marketing value .................................................................................. 60
Lecture 8 ........................................................................................................................ 65
Rosario et al. (2020) ............................................................................................................... 66
E-WOM and Metrics ............................................................................................................... 69
Babic-Rosario et al. (2016) ...................................................................................................... 69
Lecture 9 ........................................................................................................................ 74
Influencer marketing .............................................................................................................. 74
(Partly) Leung et al. (2022) ..................................................................................................... 74
Hughes et al. (2019) ............................................................................................................... 76
Wies et al. (2023) ................................................................................................................... 79
Lecture 10 ...................................................................................................................... 83
Virality................................................................................................................................... 83
What and why we share ......................................................................................................... 84
Akpinar & Verger (2017) How to create valuably virality? ........................................................ 85
, Borah et al. (2020) Improvised Marketing Interventions .......................................................... 88
Interactions ........................................................................................................................... 95
Lecture 1
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.
In a customer journey analysis, firms focus on how customers interact
with multiple touch points, moving from consideration, search, and
purchase, to post- purchase, consumption, and future
engagement or repurchase.
, Touchpoints and channels (Herhausen)
Touchpoints – Alternative classifications
Owned: things the brand owns/controls (so not paid google ads as the
brand doesn’t own google)
The zero moment of truth (ZMOTH)
Zero-moments: critical touchpoint! Moment in which a consumer
researches a product online before purchase: in between seeing a
marketing stimulus and point of sale (usually to get more information, look
for discounts, compare brands etc.)
➢ Second moment of truth: when the consumer purchases a product
and experiences it. Will determine the consumer’s brand perception
and future buying decisions
Individual exam: 70%, open and multiple choice > knowledge, insight, and
application of material discussed throughout the course
How to study the papers:
- The questions asked in Perusall.
- Papers in Perusall are more important
- It’s listed which pages of each paper to read/skip/skim
- Focus on what is discussed about the papers during the actual
lecture.
- Explaining key results/insights, not memorizing but understanding
the context of the results, explaining concepts/terms and giving
examples that are introduced in the papers.
Individual assignment: 5%
Group assignments: 25%
Table of Contents
Lecture 1 .......................................................................................................................... 3
Customer Journeys: Paper focus: Herhausen et al. (2019) .......................................................... 5
Lecture 2 ........................................................................................................................ 10
Digital Marketing and Customer Journey ................................................................................ 10
, Digital transformation of retail paper focus: Reinartz etl al. (2019) .......................................... 14
The rise of digital platforms .................................................................................................... 16
Lecture 3 ........................................................................................................................ 19
From search to purchase ........................................................................................................ 19
Display ads ............................................................................................................................ 23
Bleier et al. (2015) .................................................................................................................. 24
Paper focus: De Haan et al. (2016) .......................................................................................... 26
Lecture 4 ........................................................................................................................ 30
Terms and auction.................................................................................................................. 30
Social Media .......................................................................................................................... 31
Paper focus: Liadele et al. (2022) ............................................................................................ 33
The impact of visual content in social media posts .................................................................. 38
Results Riedvelt et al (2020) ................................................................................................... 40
Lecture 5 Guest lecture Timothy: ..................................................................................... 41
Lecture 6 ........................................................................................................................ 42
Paper focus: Wang et al. (2021) .............................................................................................. 45
Findings wang et al (2021) ...................................................................................................... 49
Online metrics on the path-to-purchase: Srinivasan et al. (2016) ............................................. 50
Lecture 7 ........................................................................................................................ 53
Hanssens & Pauwels (2016) Metrics, models and communication............................................ 53
Data and methods of analysis in digital marketing .................................................................. 54
Communicating digital marketing value .................................................................................. 60
Lecture 8 ........................................................................................................................ 65
Rosario et al. (2020) ............................................................................................................... 66
E-WOM and Metrics ............................................................................................................... 69
Babic-Rosario et al. (2016) ...................................................................................................... 69
Lecture 9 ........................................................................................................................ 74
Influencer marketing .............................................................................................................. 74
(Partly) Leung et al. (2022) ..................................................................................................... 74
Hughes et al. (2019) ............................................................................................................... 76
Wies et al. (2023) ................................................................................................................... 79
Lecture 10 ...................................................................................................................... 83
Virality................................................................................................................................... 83
What and why we share ......................................................................................................... 84
Akpinar & Verger (2017) How to create valuably virality? ........................................................ 85
, Borah et al. (2020) Improvised Marketing Interventions .......................................................... 88
Interactions ........................................................................................................................... 95
Lecture 1
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.
In a customer journey analysis, firms focus on how customers interact
with multiple touch points, moving from consideration, search, and
purchase, to post- purchase, consumption, and future
engagement or repurchase.
, Touchpoints and channels (Herhausen)
Touchpoints – Alternative classifications
Owned: things the brand owns/controls (so not paid google ads as the
brand doesn’t own google)
The zero moment of truth (ZMOTH)
Zero-moments: critical touchpoint! Moment in which a consumer
researches a product online before purchase: in between seeing a
marketing stimulus and point of sale (usually to get more information, look
for discounts, compare brands etc.)
➢ Second moment of truth: when the consumer purchases a product
and experiences it. Will determine the consumer’s brand perception
and future buying decisions
