Web Analytics: MIS 6344.502 Spring 2016

PROFESSORAMITMEHRA

AssociateProfessorofInformationSystemsEmail:Amit.Mehra@utdallas.edu

Twitter:@ProfamitmehraOffice:SM33

ClassHours:Fridays,7to9.45pmClassLocation:JSOM2.717OfficeHours:ByappointmentTA:SayanNandiTAemail:sxn146530@utdallas.edu CourseDescriptionThe emergence of social and digital media has resulted in unprecedented access to vastamountsofdataaboutproducts,firms,andconsumerbehavior.Duetothis,sometraditionalstrategies are now completely outdated, others have been deeply transformed, and newstrategiesarecontinuouslyevolving.Today,thefactisthatallthecorebusinessactivitiessuchasnewproductdesign,advertising,salesandcustomerservicehavebeenaffected.Inthiscourse,weaimtodevelopanunderstandingofthedifferenttypesofdatathatcanbecollected from digital channels, and how this data can be used to formulate data drivenstrategies for the firm in order to optimize their business models, websites and digitalmarketinginitiatives.StudentLearningObjectivesandOutcomesTheobjectivesofthecourseare:1. Appreciatedifferenttypesofdigitalmediaandtheirrole.2. Understandhowdatadrivesafirmsdeploymentofdigitalmedia.3. Learndataanalyticstechniquestoanalyzedatageneratedfromdigitalmedia.CourseWebsite:ELearningCommunication:Foranycommunication,pleaseuseElearningemails.RequiredTextbookandothermaterialsInternetMarketingEssentialsistherequiredtextbookforthiscourse.ThebookisavailableasanInternetbook.AnInternetbookisauniqueformatwherethewholebookismadeavailableover the Internetby thepublisher.The advantageof this format is that thebook is a livingdocumentwhich getsupdated several times a year.As soon as thebook gets updated, thestudentswillhave immediateaccesstothenewcontent.Thebook isavailableatthewebsitewww.stukent.com.

Inadditiontothetextbook,wewillbeusingseveralcasesandotherreadings.Thesecasesetc.willbeavailable forpurchase fromeither thestukentwebsiteor theHBSP (HarvardBusinessSchoolPublishing)website.Exactdetailsonhowtopurchasethebookandthecases/readingswillbespecifiedinclass.Quizzes:Toenforcemoresystematicapproachtostudying,therewillbethreeinclassquizzes.Thedatesof quizzes are given below in the schedule.The quizzes are noncumulative. For each quiz,studentswillberesponsibleforreadingalloftheassignedreadingsandanyadditionalmaterialdiscussed and/or posted on the Elearning site. Makeup quizzes will only be given forUniversityapprovedabsences.RequiredSoftware:Wewilluseasoftwaretodoregressionanalysis.Basedonlicenseavailability,wewilluseeitherSAS,orR.Moreinformationonthesoftwareusewillbegivenoutlateron.Schedule:

(1) Someassignmentswillbegivenasinclassassignments.Studentsnotinclasswillnotbeabletosubmittheseassignments.

(2) Somebasicreadingsfromthebookarespecified.Additionalreadingsandcaseswillbespecifiedlater.

(3) Thescheduleprovidedbelowistentativeandsubjecttochangeatthediscretionoftheinstructor.

(4) Feb5classwillbeinonlinevideoformat(5) March4classwillbetakenbyaguestspeaker

DATE TOPIC READINGSJan15 Owned,PaidandEarned

Media Designofownedmedia

suchasawebsite Howsearchengine

work?

Chapters1and2frombook

Jan22 Optimizingawebsitedesignforsearchengines(SEO)

Chapters3and4frombook

Jan29 SearchEngineMarketing(SEM)

OptimizingSEM CombiningSEOandSEM

Chapter5frombook

Feb5 WhatisWebAnalytics? Introductiontometrics

andKPIs

Feb12 Quiz1 Feb19 Beyondtraditionalweb

analyticsPersonalizeddatacollectionandanalysis

DisplayAdvertisingEcosystem

PersonalizationinDisplayAdvertising

Chapter6frombook

Feb26 AttributionProblem Usergeneratedcontent

Chapter8frombook

March4 IntroductiontoGoogleAnalyticsandGoogleAdwords

March11 Quiz2 March25 Correlationvs.Causal

influence A/Bexperiments FindingROIofdigital

media

April1 Multivariateexperiments(MVT)

April8 Peerinfluencevs.Homophily

Revenuemodelsusingsocialdata

April15 Multichannelretailing Showrooming Mobileadvertising

April22 Quiz3 April29 GroupPresentations GradingPolicy:The gradeswill be based on performance in quizzes, assignments, group presentations andreports.Latesubmissionswillnotbegraded.Thegradedistributionacrossdifferentcomponentswillbeasfollows:

ThreeQuizzes 20%eachforatotalof60%GroupProject 20%Casesandassignmentsingroups 20%Groupsizewillbe56studentsandmustbethesameforallgrouptasksthroughoutthesemester.GroupProject:Studentsarerequiredtodoagroupproject.Thechoicesfordoingthisprojectareasfollows:

1. GOMC(GoogleOnlineMarketingChallenge).DetailsonGOMCwillbespecifiedinclassandonthecoursewebsitelater.

2. Writeareportononeofthetopicsbelow.a. ProposeaclassificationschemefordatacollectedthroughIOT.Analyzeindetail

howthesenewtypesofdataarelikelytodisruptanexistingbusiness.b. Classifydifferenttypesofadvertisementsthatarebecomingpopularonthe

mobileplatform.Howcanthesedifferenttypesofadvertisinghelpafirmreachouttoitscustomersmoreeffectivelythanthroughexistingwaysofdigitaladvertisingontheweb.

c. Classifymobileappsontheirrevenuemodels.Proposeaschemethatcanbeusedtosuggestarevenuemodeltoanewapp.

d. DiscusshowdifferentsocialmediaplatformslikeFB,Twitter,Pinterestetc.differintheopportunitiestheyprovidefordoingadvertising.Basedonthedatatheycollect,examinehowdifferentplatformsdifferintheefficacyoftheadvertising.

Note:Studentsareencouragedtotakethequestionsin(2)asindicativeandtheycanexpandonthescopeofthequestionsabove,andtheycanevencomeupwiththeirownquestions.However,ifanygroupwantstodoprojectdifferentfromtheonespointedoutabove,youshouldfirstsendmea2pageproposalonemail.Ifyourproposalgetsapproved,thenyoucanproceedwiththeproject.ExtraGradeAssignment/TasksStudentscantakeGoogleAnalyticsIndividualQualification(IQ)test.Thesyllabusanddetailsareprovidedinthelink:https://support.google.com/analytics/answer/3424288Studentswhopassthisexamwillbegiven2%increaseintheirfinalscore.Thisexamisoptional.OthercoursepoliciesMakeupExams Anotefromamedicaldoctorisrequired

ExtraCredit NoneotherthantheonespecifiedaboveLateWork Anylateassignmentwillnotbegraded

SpecialAssignments

Noassignmentswillbegiventomakeupformissedassignmentsetc.

ClassAttendance Inpersonattendanceisrequiredineachclass

ClassroomCitizenship

Studentsareencouragedtoaskquestionsinclass.However,sometimesintheinterestoftheclass,theinstructormayaskthestudentstodiscusstheirdoubtsoutsidetheclass

UTDallasSyllabusPoliciesandProcedures:The information contained in the following link constitutes the Universitys policies andproceduressegmentofthecoursesyllabus.Pleasegotohttp://go.utdallas.edu/syllabuspoliciesforthesepolicies.The descriptions and timelines contained in this syllabus are subject to change at the discretion of the Professor.