Technologies for Web Marketing 2022/2023

TWM (537AA), 6 CFU
Graduate Programs in Data Science & Business Informatics and in Digital Humanities WDB-LM, WFU-LM

General Information

Academic Year 2022-2023, second semester

  • WHERE: Polo Didattico "L. Fibonacci", Via F. Buonarroti 4, Pisa
  • WHEN:
    • Tuesday, 14:00-16:00 - Fib A1 (Polo Fibonacci B)
    • Thursday, 16:00-18:00 - Fib C1 (Polo Fibonacci B)
  • OFFICE HOURS: Thursday, 14:00-16:00 - room 288 @ Dpt. Computer Science (by appointment)
  • WHAT: Catalogue: TWM Programme 2022-2023 - 537AA.

Objectives

The student who successfully completes the course will have a solid knowledge about information technologies for marketing decisions on the web, on how to advertise effectively, on how to track users and explore web metric summaries, on how to improve/personalize the customer experience on a web site, on how to invest available resources, and on how to measure success in using web marketing technologies.

Exam modalities

The student will be assessed on her/his demonstrated ability to discuss the course contents using the appropriate terminology and to apply the web marketing techniques and tools to proposed case studies.

Attending Students

The exam consists of a written test and an oral test. Attending students will be asked to participate in a group project aimed at assessing skills in the design of a marketing campaign.

Non-Attending Students

The exam consists of a written test and an oral test. Non-attending students will be asked to solve exercises during a written exam and oral discussion.

Slides & Materials [folder]

Students are required to study the slides and read the selected chapters from the books. Folder is restricted. Ask for permits

Seminars

Timetable

Date Lecture Slides Material / Reference
21/02/2023 Introduction. What is (web) marketing? Reminders on Internet, Web, URLs and HTML Introduction and reminds
  • M. Miller. The Ultimate Web Marketing Guide. Pearson, 2011. Chps. 1, 2, 4
  • D. Raggett. Getting started with HTML, advanced HTML, a touch of style. W3C Guides
23/02/2023 Web analytics. Clickstream Clickstream
  • R. Kimball, R. Merz. The Data Webhouse Toolkit. Wiley, 2000. Chp. 4
  • B. Clifton. Advanced Web Metrics with Google Analytics. Wiley, 2012 (3rd). Chps. 1–2
  • (optional) T. Bujlow et al. A Survey on Web Tracking (2017)
28/02/2023 Clickstream. Web analytics metrics. Introduction to Google Analytics A. Kaushik. Web Analytics 2.0. Wiley, 2010. Chps. 3, 5
02/03/2023 Google Analytics demo Google Analytics Google Analytics — training and support
07/03/2023 Google Analytics demo (pt. 2). Project presentation and important dates Google Analytics — training and support
09/03/2023 Finding information on the Web. Search engine ranking metrics Finding information in the Web E. Enge et al. The Art of SEO. O’Reilly, 2012. Chps. 1, 2
14/03/2023 PageRank PageRank M. Levene. An Introduction to Search Engines and Web Navigation. Wiley, 2010. Chp. 5
16/03/2023 SEO-friendly websites SEO-friendly websites
21/03/2023 Keyword research. Google Ads (Keyword Planner) demo. Intro to online advertising Keyword Research E. Enge et al. The Art of SEO. O’Reilly, 2012. Chp. 5
23/03/2023 Search engine advertising Search engine advertising M. Miller. The Ultimate Web Marketing Guide. Pearson, 2011. Chps. 14–16
28/03/2023 Display advertising. Group project and important dates A. Kaushik. Web Analytics 2.0. Wiley, 2010. Chp. 12
04/04/2023 Web Personalization Web Personalization N. Cheng et al. (2011). Author gender identification from text. Digital Investigation 8: 78–88
06/04/2023 Controlled experiments on the Web. Google Optimize demo Controlled experiments R. Kohavi et al. Controlled experiments on the web: survey and practical guide. DMKD (2009). 18:140–181
27/04/2023 Recommender systems: collaborative filtering Collaborative filtering RS SW/Dataset: CF example
02/05/2023 Recommender systems: content-based filtering Content-based RS
16/05/2023 Social Media Marketing Social Media Marketing
25/05/2023 Exercises and exam modalities Exercises and exam modalities