Module 02: Digital Marketing Technologies

• Overview
  • Digital Marketing Technologies
  • Social Technology
  • MarTech and RetailTech
  • Artificial Intelligence
  • Framework for Implementing Tech in Marketing
  • Technology and Customers
• Lecture Slides
  • Module 02 Presentation
• Lecture Notes
  • Module 02 Lecture Notes
• Lecture Assigned Articles
  • RA1
  • RA2
  • Test on Reading Articles
• Learning Takeaways
  • Digital technologies reduce five key marketing costs: search, replication, transportation, tracking, and verification costs, fundamentally transforming how businesses operate and compete in the digital economy.
  • Metrics hierarchy guides measurement strategy: Business objectives lead to goals, which are tracked through metrics and KPIs, with the North Star Metric capturing the core value delivered to customers.
  • The ABC model structures digital marketing analysis: Acquisition (how customers find you), Behavior (how they interact), and Conversion (desired actions taken) provide a framework for understanding the customer journey.
  • Web analytics metrics measure campaign effectiveness: Key metrics include CTR (click-through rate), conversion rate, CPC (cost per click), ROAS (return on ad spend), and AOV (average order value) to evaluate marketing performance.
  • A/B testing enables data-driven optimization: Controlled experiments comparing two versions (control vs. variant) help identify which changes improve performance, requiring proper sample size and statistical significance for reliable results.