Digital Mktg Analytics

Catalog description

Our goal in this class is to discuss the new business models that have been enabled by Internet-based new media and digital technologies, and to analyze the impact these technologies have had on industries, firms and people. We will inform our discussions with insights from data and conceptual frameworks that can guide us. To recognize how businesses can successfully leverage these technologies, we will therefore go beyond the technology itself and investigate some key questions. A few examples (these are just illustrative and not comprehensive) are as follows: 1. What are some of the key technology induced disruptive phenomena in the adtech and martech economies? 2. What role does programmatic advertising play in the digital marketing world? What are the metrics for measuring ROI in sponsored search and display advertising? 3. What are the different experimental methods used for measurement and causal analyses in the digital marketing world? 4. What frameworks are deployed today for marketing mix modeling and digital attribution modeling? 5. What is the economic value of textual information in online markets? What are the techniques used these days in this space for mining unstructured data? 6. How are companies leveraging online social networks and online communities for traditional businesses? 7. How are mobile technologies enabling newer kinds of predictive analytics for better targeting of consumers? What are the key effectiveness metrics used by firms these days to measure the performance of mobile marketing? 8. What are the key forces shaping the mobile economy? These are just some examples of questions we will address through lectures. Lectures will be complemented by formal discussion of case studies from Harvard Business School, Kellogg, and other similar sources. The questions for each case study will be given to the students ahead of time. Students will…