Digital Marketing & Analytics
Summary All Articles
April 2019
Fleur Warringa
,WEEK 1 3
1.1 In the digital world, not everything that can be measured matters. How to distinguish “valuable” from
“nice to know” among measures of consumer engagement – Fulgoni 3
1.2 Attribution modeling in digital advertising – Nisar & Yeung 4
1.3 Beyond paid media: marketing’s new vocabulary – Edelman & Salsberg 7
WEEK 2 8
2.1 Attributing conversions in a multichannel online marketing environment: an empirical model and a
field experiment – Li & Kannan 8
2.2 Helping Firms Reduce Complexity in Multichannel Online Data: A New Taxonomy-Based Approach
for Customer Journeys – Anderl, Schumann & Kunz 10
2.3 Customer journey mapping is at the heart of digital transformation 13
2.4 Competing on customer journeys – Edelman & Singer 14
WEEK 3 15
3.1 An integrated marketing communication perspective on social media metrics – Barger & Labrecque15
3.2 Can you measure the ROI of your social media marketing? – Hoffman & Fodor 17
3.3 Factors influencing popularity of branded content in Facebook fan pages – Sabate, Berbegal-
Mirabent, Canabate & Lebherz 19
WEEK 4 21
4.1 Search engine advertisements: the impact of advertising statements on click-through and conversion
rates – Haans, Raassens & van Hout 21
4.2 Search engine advertising effectiveness in a multimedia campaign - Zenetti, Bijmolt, Leeflang &
Klapper 22
4.3 Online display advertising: targeting and obtrusiveness – Goldfarb & Tucker 23
WEEK 5 24
5.1 Consumer heterogeneity and paid search effectiveness: a large-scale field experiment – Black,
Nosko & Tadelis 24
5.2 Personalization in email marketing: the role of noninformative advertising content – Sahni, Wheeler &
Chintagunta 24
WEEK 6 25
6.1 On the go: how mobile shopping affects customer purchase behavior – Wang, Malthouse &
Krishnamurthi 25
6.2 Geo- conquesting: competitive locational targeting of mobile promotions – Fong, Fang & Luo 26
6.3 Hour-by-Hour sales impact of mobile advertising - Baker, Fang & Luo 27
2
, WEEK 1
1.1 In the digital world, not everything that can be measured matters. How to distinguish “valuable” from
“nice to know” among measures of consumer engagement – Fulgoni
The definition of engagement used to be: turning a prospect to a brand idea enhanced by the surrounding context.
Engagement no longer can be considered to be simply a one-way communication from a brand to the consumer. It
now needs to incorporate consumers’ ability to easily provide digital feedback of their own – at scale and with the
communication being either positive or negative.
Traditional “softer” measures of advertising engagement (= attitudinal shifts in brand recall, likability and
purchase intent) along with harder measures of sales lift, are used to measure consumers’ engagement with digital
advertisements.
The computerized nature of digital made other engagement metrics (like shares, likes, views) available today.
- Challenge for marketers: identify metrics that matter to their return on advertising investment vs. those that
either are nice to know or downright misleading.
Click
- One of the first measures of online engagements.
- Research demonstrated absence of any relationship between clicks and effectiveness.
o But click-through rates are still used as measures of engagement and effectiveness.
- Simplicity, low cost and speed are the drivers of continued use of clicks.
Other engagement metrics
- Website reach, number of page views, time spent & demographics are relevant to the size and quality of the
audience reached, they relationship of these measures to advertising engagement and the effectives of brand
advertising carried on the side is vague.
- Most relevant metrics that need to be taken into account in gauging engagement GfK , are attitude towards a
website, motivations for using it, and overall opinion of the site.
o Trust in the site appears to be an extremely important metric for driving consumer response to
advertising.
How viewable is your ad?
- -, Nature of digital technology à unique belemmeringen to any consumer engagement with digital
advertisements, including low viewability and ad-blocking software
- If the advertisement isn’t in-view to customer à engagement can’t occur.
- Digital in-view rates (i.e. percentage of advertising impressions in a campaign that are in-view to the
consumer) often < 50%
o user doesn’t scroll down to page far enough to see ad.
o Or viewer is fraudulent computer with no human user
§ à Unilever or others demand assurances from publishers that their ads are actually seen.
Attention/Being in-view
Advertisement is “being in-view” when 50% of a display advertisement is in-view for at least one second.
- A longer in-view definition might be more appropriate: as the impact of digital advertisements climbs sharply
after the advertisement has been in-view for some time.
- For video advertisements: more difficult à was it ever seen? For how long? Was audio on?
The battle against ad blocking
- 1/10 us customers has ad-blocking software on their computers, especially on mobile devices: slow laod times
are annoying à slow loading of ads can be considered to increase the cost of consumers’ data plans.
- According to publishers it threatens the “unspoken agreement” between content providers and consumers that
enjoy the content for free therefore advertising is necessary. à for solutions see paper.
- Advertisers seek more effective ways to engage with consumers and measure that engagement, their efforts
are hampered by ad-blocking software.
Social media metrics
- Measurement of the number of postings and whether they are positive or negative, how many times shared
and how many users reached, have become important metrics of social engagement with brands that are
initiated by consumers.
- Social networks are inundated with negative comments regards brands.
3
Summary All Articles
April 2019
Fleur Warringa
,WEEK 1 3
1.1 In the digital world, not everything that can be measured matters. How to distinguish “valuable” from
“nice to know” among measures of consumer engagement – Fulgoni 3
1.2 Attribution modeling in digital advertising – Nisar & Yeung 4
1.3 Beyond paid media: marketing’s new vocabulary – Edelman & Salsberg 7
WEEK 2 8
2.1 Attributing conversions in a multichannel online marketing environment: an empirical model and a
field experiment – Li & Kannan 8
2.2 Helping Firms Reduce Complexity in Multichannel Online Data: A New Taxonomy-Based Approach
for Customer Journeys – Anderl, Schumann & Kunz 10
2.3 Customer journey mapping is at the heart of digital transformation 13
2.4 Competing on customer journeys – Edelman & Singer 14
WEEK 3 15
3.1 An integrated marketing communication perspective on social media metrics – Barger & Labrecque15
3.2 Can you measure the ROI of your social media marketing? – Hoffman & Fodor 17
3.3 Factors influencing popularity of branded content in Facebook fan pages – Sabate, Berbegal-
Mirabent, Canabate & Lebherz 19
WEEK 4 21
4.1 Search engine advertisements: the impact of advertising statements on click-through and conversion
rates – Haans, Raassens & van Hout 21
4.2 Search engine advertising effectiveness in a multimedia campaign - Zenetti, Bijmolt, Leeflang &
Klapper 22
4.3 Online display advertising: targeting and obtrusiveness – Goldfarb & Tucker 23
WEEK 5 24
5.1 Consumer heterogeneity and paid search effectiveness: a large-scale field experiment – Black,
Nosko & Tadelis 24
5.2 Personalization in email marketing: the role of noninformative advertising content – Sahni, Wheeler &
Chintagunta 24
WEEK 6 25
6.1 On the go: how mobile shopping affects customer purchase behavior – Wang, Malthouse &
Krishnamurthi 25
6.2 Geo- conquesting: competitive locational targeting of mobile promotions – Fong, Fang & Luo 26
6.3 Hour-by-Hour sales impact of mobile advertising - Baker, Fang & Luo 27
2
, WEEK 1
1.1 In the digital world, not everything that can be measured matters. How to distinguish “valuable” from
“nice to know” among measures of consumer engagement – Fulgoni
The definition of engagement used to be: turning a prospect to a brand idea enhanced by the surrounding context.
Engagement no longer can be considered to be simply a one-way communication from a brand to the consumer. It
now needs to incorporate consumers’ ability to easily provide digital feedback of their own – at scale and with the
communication being either positive or negative.
Traditional “softer” measures of advertising engagement (= attitudinal shifts in brand recall, likability and
purchase intent) along with harder measures of sales lift, are used to measure consumers’ engagement with digital
advertisements.
The computerized nature of digital made other engagement metrics (like shares, likes, views) available today.
- Challenge for marketers: identify metrics that matter to their return on advertising investment vs. those that
either are nice to know or downright misleading.
Click
- One of the first measures of online engagements.
- Research demonstrated absence of any relationship between clicks and effectiveness.
o But click-through rates are still used as measures of engagement and effectiveness.
- Simplicity, low cost and speed are the drivers of continued use of clicks.
Other engagement metrics
- Website reach, number of page views, time spent & demographics are relevant to the size and quality of the
audience reached, they relationship of these measures to advertising engagement and the effectives of brand
advertising carried on the side is vague.
- Most relevant metrics that need to be taken into account in gauging engagement GfK , are attitude towards a
website, motivations for using it, and overall opinion of the site.
o Trust in the site appears to be an extremely important metric for driving consumer response to
advertising.
How viewable is your ad?
- -, Nature of digital technology à unique belemmeringen to any consumer engagement with digital
advertisements, including low viewability and ad-blocking software
- If the advertisement isn’t in-view to customer à engagement can’t occur.
- Digital in-view rates (i.e. percentage of advertising impressions in a campaign that are in-view to the
consumer) often < 50%
o user doesn’t scroll down to page far enough to see ad.
o Or viewer is fraudulent computer with no human user
§ à Unilever or others demand assurances from publishers that their ads are actually seen.
Attention/Being in-view
Advertisement is “being in-view” when 50% of a display advertisement is in-view for at least one second.
- A longer in-view definition might be more appropriate: as the impact of digital advertisements climbs sharply
after the advertisement has been in-view for some time.
- For video advertisements: more difficult à was it ever seen? For how long? Was audio on?
The battle against ad blocking
- 1/10 us customers has ad-blocking software on their computers, especially on mobile devices: slow laod times
are annoying à slow loading of ads can be considered to increase the cost of consumers’ data plans.
- According to publishers it threatens the “unspoken agreement” between content providers and consumers that
enjoy the content for free therefore advertising is necessary. à for solutions see paper.
- Advertisers seek more effective ways to engage with consumers and measure that engagement, their efforts
are hampered by ad-blocking software.
Social media metrics
- Measurement of the number of postings and whether they are positive or negative, how many times shared
and how many users reached, have become important metrics of social engagement with brands that are
initiated by consumers.
- Social networks are inundated with negative comments regards brands.
3
