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MK 442 Syllabus

Syllabus
Academic year: 2023/2024
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MK 442

Digital Marketing Analytics (4 credits)

Course Syllabus

Prof. Garrett Johnson Fall 2021

Office: 609 Email: garjoh@bu Twitter: @garjoh_canuck Office hours: ● I offer zoom office hours before each assignment is due. Otherwise, by appointment. ○ Monday, Feb. 6, 1pm-2:30pm ○ Wednesday, Feb. 15, 1pm-2:30pm ○ Wednesday, Apr. 5, 1pm-2:30pm ○ Monday, Apr. 17, 1pm-2:30pm ● You can also ask public questions about the course material or assignments (without providing the answers) via the class Slack channel.

KEY LINKS ● Class schedule (slides, readings, etc.) ● Assignments & solutions: BlackBoard ● Assignment submission Gradescope ● Questions? Zoom, Slack ● Course packs: StuKent, HBS ● Absence notification: Google form ● Midterm: Google Analytics Academy GA4 videos & IQ exam

COURSE DESCRIPTION This is an introductory course on Digital Marketing emphasizing analytics that seeks to familiarize students with digital marketing tactics. At the heart of marketing lies consumers and their marketing journey through the stages of awareness, intent, conversion and finally retention. In this course, we will learn how digital has revolutionized the interactions between

firms and consumers along this journey. Digital offers powerful tactics to reach consumers along the funnel: online display ads raise awareness, search listings reach consumers with intent, on-site e-commerce marketing facilitates conversion, and social media both energizes and retains customers. The course develops essential data analytics skills—critical thinking, data mining, experimental analysis and design—applied to ad campaigns, ad attribution, and social media data.

PRE-REQUISITES: MK

Re-grade requests must be submitted within 10 days from when the assignment is returned. Along with the graded assignment, you must attach a letter explaining why you are requesting a re-grade. While I will consider the specific concerns cited in your letter, I will re-grade the entire assignment. Each element of the grade is discussed below.

  1. Participation & Professionalism Positive contributions to class discussion increase your score. Attending class and not speaking has neither a positive nor a negative impact on your participation grade. Failing to attend an entire class session, poor preparation, and detrimental participation decrease your participation score. Please bring your nametag to every class. Case discussions: Students find case discussions one of the most valuable parts of the course. When we discuss a case, effective discussions are only possible if everyone is well prepared. If you are not well prepared and I call in you in discussion, you should admit this and pass. Both your classmates and I will quickly discern shallow comments.

  2. Analytics assignments (4) The class has four primarily quantitative assignments: experimental analysis, experimental design, attribution and social media analytics. You may submit each assignment in pairs (of your choice).

  3. Google Analytics exam Students will complete the Google Analytics Individual Qualification (GA4 version) exam in-class.

  4. Final Exam The final exam covers all course material including the required readings. Students may wish to prepare written summaries of the required readings as preparation. The final will be closed book and closed note. See Questrom’s exam schedule for the date, room, and time. If you do not satisfactorily complete a final exam, you cannot pass the course. This includes, but is not limited to, failing to submit a final exam or extremely poor performance on the final exam.

COURSE POLICIES

Academic integrity policy As with all Questrom courses, all students are expected to read and abide by the Academic Conduct Code which can be read in its entirety here. You are expected to work individually or in groups when permitted. You should not be working with students from another team. In addition, you should not be using solutions or student assignments from previous quarters. In short, any written work should be entirely your own (or your team’s for assignments). Using AI tools (e. ChatGPT) is expressly forbidden.

Attendance policy

Satisfactory class contributions require on-time attendance at every session of the course. If you can not attend a class, you must notify the professor ahead of time (if possible) by filling out the “absence notification form” (see key links). Missing all or part of class—especially without providing notice—will reduce your Participation and Professionalism grade. Students who miss more than 5 sessions may have their final grades reduced an entire letter grade and students who miss more than 7 sessions may fail the course as a result. Assignments are always due at the beginning of class on their due date, even if students are unable to attend class that day.

Laptops and electronic devices Focus is key to learning in the digital age. Put away your mobile phones in class. Students willing to use a laptop or tablet for note-taking must use their devices as typewriters: i., no unnecessary app switching. I reserve the right to ban devices for students who are distracting themselves or others. Let's do a little experiment to see how many people read this syllabus. If you have made it this far, please e-mail me a picture of a cat with the subject line "I can haz internet marketing."

Digital Marketing Analytics Schedule: Spring 2022

Schedule Overview and Assignment Due Dates

Class Day Title

Assignment Due 1A 1-19 Course overview 1B 1-24 Introduction to display ads

2A 1-26 Case analysis: “Measuring the ROI of Online Display Advertising at Lee Hower”

null

2B 1-31 Experimental analysis 3A 2-2 Campaign KPIs 3B 2-7 Programmatic ad primer # 4A 2-9 Experimental design 4B 2-14 Display ad effectiveness

5A 2-16 Guest Speaker: Ana Milicevic, Principal, Sparrow Advisors

null

2-21 No classes at Questrom

5B 2-23 Thursday Search engine optimization 6A 2-28 Paid search advertising

6B 3-

Case analysis: “Measuring ROI on Sponsored Search Ads (Bazaar)” Mar 6 to 10 Spring Break 7A 3-14 Search conclusion & Google Analytics 7B 3-16 Google Analytics IQ in-class exam Midterm

8A 3-21 Guest Speaker: Zfat Social Media Consulting Natalie Zfat, founder & CEO, Natalie

8B 3-23 e-commerce 9A 3-28 On-site marketing & attribution

9B 3-

Case analysis: “Exploring Digital Attribution at W. Winters”

10A 4-4 Guest Speaker: Likeable Media Carrie Kerpen, co-founder and CEO of

10B 4-6 Social media analytics #

11A 4-11 Case analysis: “DeltaAssist” 11B 4-13 Data-driven content marketing I 12A 4-18 Data-driven content marketing II # 12B 4-20 Guest Speaker: Felipe Vasconcelos, Koda Brands 13A 4-25 Online privacy 13B 4-27 Privacy-centric advertising 14A 5-2 Class wrap-up

Detailed Schedule with Readings

Class 1A: What makes digital different? Course overview (Slides) Suggested Reading: ● Textbook Ch. 1 ● (Podcast) The Internet Marketing Podcast “How Digital Has Disrupted The Buyer’s Journey” (also on iTunes)

Class 1B: Introduction to online display ads (Slides)

Required Reading: ● Kellogg Insight “How Well Do You Understand Digital Advertising?” ● Google “Proving Marketing Impact: 3 Keys to Doing It Right” Suggested Reading: ● Textbook Ch. 6

Class 2A: Case analysis: “Measuring the ROI of Online Display Advertising at Lee Hower”

Assignment #0 Due: Pivot Table Practice (graded only for completion) Required Reading: ● Case: “Measuring the ROI of Online Display Advertising at Lee Hower” ● (Tutorial) Excel Easy "Pivot Tables"

Class 2B: Experimental analysis (Assignment 1 Demo) Suggested Reading: ● Wired “The A/B test: Inside the technology that’s changing the rules of business” ● MIT Technology Review “Scientific Thinking in Business” by Duncan Watts ● (Advanced) Johnson “Inferno: A guide to field experiments in online display advertising”

Class 3A: Campaign KPIs Suggested Reading: ● Sections 1 & 3 only of Johnson & Lewis “Cost Per Incremental Action: Efficient Pricing of Advertising” ● Which-50 "How Uber learned it had a huge ad fraud problem"

● Textbook Ch. 5 ● (Podcast) The Digital Marketing Podcast "Bing: Why Should Marketers Care?” (also on iTunes) ● (Podcast) The Internet Marketing Podcast "Long Tail Keywords and Profitability” (also on iTunes)

Class 6B: Case analysis: “Measuring ROI on Sponsored Search Ads (Bazaar)” (Slides available after class) Required Reading: ● See Harvard case pack

Class 7A: Search conclusion & Google Analytics Suggested completion date: Google Analytics Academy “Measure Your Marketing with Google Analytics” & "Go Further with Your Google Analytics Data" Suggested Reading: ● HBR Blog “Did eBay Just Prove that Paid Search Ads Don’t Work?”

Class 7B: Google Analytics IQ in-class exam Notes: ● You must take the GA4 IQ exam with 50 questions (rather than the Universal Analytics exam) ● Google warns that "You must wait 1 day before retaking this assessment if you failed your last attempt."

Class 8A: Guest Speaker: Natalie Zfat, founder & CEO, Natalie Zfat Social Media Consulting

Class 8B: e-commerce Suggested Reading: ● Wall Street Journal "StubHub Gets Out of 'All-in' Pricing" ● (Podcast) The Internet Marketing Podcast “E-commerce Optimisation: Interview with Johann Van Tonder – Episode 407” (also on iTunes)

Class 9A: On-site marketing & attribution Required Reading: ● Anderson (2004) “The Long Tail” ● Google Analytics “Attribution modeling overview” Part 1, Part 2 Suggested Reading: ● AdExchanger "Goodbye, Last-Click Attribution: Google Ads Changes Default To Data Modeling" ● AdExchanger “All Attribution Is Wrong, But Do It Anyway” ● Kaushik “Multi-Channel Attribution Modeling: The Good, Bad and Ugly Models”

Class 9B: Case analysis: “Exploring Digital Attribution at W. Winters”

Required Reading: ● See Stukent case pack Suggested Reading: ● Facebook "Robyn: an automated Marketing Mix Modeling (MMM) open source code"

Class 10A: Guest Speaker: Carrie Kerpen, co-founder and CEO of Likeable Media

Class 10B: Social media analytics Assignment #3 Due: Attribution Suggested Reading: ● HBR “Is social media actually helping your company’s bottom line?” ● SproutSocial “How to define an actionable social media ROI for your business” ● Textbook Ch. 11

Class 11A: Case analysis: “DeltaAssist” (no Slides) Required Reading: ● See Stukent case pack Suggested Reading: ● The Atlantic “The People Who Read Your Airline Tweets”

Class 11B: Data-driven content marketing I Suggested Reading: ● (Podcast) The Digital Marketing Podcast “Winning at Content on the Web” (also on iTunes) ● Textbook Ch. 10

Class 12A: Data-driven content marketing II Assignment #4 Due: Social media analytics Suggested Reading: ● (Podcast) The Digital Marketing Podcast “How to create #humdinger content” (also on iTunes)

Class 12B: Guest Speaker: Felipe Vasconcelos, Koda Brands

Class 13A: Online privacy Suggested Reading: ● (Website) CBC News “Digital surveillance: How you are being tracked every day” ● My Twitter threads: Value of a cookie, GDPR's effect on the web, GDPR's unintended effect on competition ● Goldfarb & Tucker “Why Managing Consumer Privacy Can Be an Opportunity”

Class 13B: Privacy-centric advertising Required Reading:

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MK 442 Syllabus

Course: Digital Marketing Analytics (MK442)

University: Boston University

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MK 442
Digital Marketing Analytics (4 credits)
Course Syllabus
Prof. Garrett Johnson Fall 2021
Office: 609
Email: garjoh@bu.edu
Twitter: @garjoh_canuck
Office hours:
●I offer zoom office hours before each assignment is due. Otherwise, by appointment.
○Monday, Feb. 6, 1pm-2:30pm
○Wednesday, Feb. 15, 1pm-2:30pm
○Wednesday, Apr. 5, 1pm-2:30pm
○Monday, Apr. 17, 1pm-2:30pm
●You can also ask public questions about the course material or assignments (without
providing the answers) via the class Slack channel.
KEY LINKS
●Class schedule (slides, readings, etc.)
●Assignments & solutions: BlackBoard
●Assignment submission Gradescope
●Questions? Zoom,Slack
●Course packs: StuKent,HBS
●Absence notification: Google form
●Midterm: Google Analytics Academy GA4 videos & IQ exam
COURSE DESCRIPTION
This is an introductory course on Digital Marketing emphasizing analytics that seeks to
familiarize students with digital marketing tactics. At the heart of marketing lies consumers and
their marketing journey through the stages of awareness, intent, conversion and finally
retention. In this course, we will learn how digital has revolutionized the interactions between

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