B8679: Digital Marketing

Term: 2016 Spring A

Day and Time: MW 2:15 pm to 3:45 pm
Classroom: Uris 140

Prof. Kinshuk Jerath

Class of 1967 Associate Professor of Business
521 Uris Hall
(212) 854-2294
jerath@columbia.edu

Office hours: TBD

TA: Ryan Dew (RDew18@gsb.columbia.edu)

Course Description
Digital technologies and associated capabilities have revolutionized the practice of marketing in the last decade.
The new digital marketing platforms that have emerged include display advertising, search advertising and social
media; in addition, mobile is fast becoming a key touch point between firms and consumers, as compared to
desktops and laptops which were the “traditional” touch points. Digital marketing has become an essential
component of any firm’s marketing strategy, but managers are still grappling with this medium which is
continuously evolving as well. In this course, we will develop a systematic understanding of digital marketing by
learning concepts and tools whose applicability will endure even as specific technologies and implementation
procedures change. We will conduct an in-depth study of display advertising, search advertising and social media
marketing, at both the tactical and strategic levels. We will invest a significant amount of time on outcome and
effectiveness measurement methods and campaign evaluation metrics. Towards the end of the course, we will
discuss a host of varied topics such as mobile marketing, media planning, privacy issues and digital ad fraud.

The course will be primarily lecture and discussion based, with cases and real-world situations used to anchor
class discussions. Throughout the course, we will invoke academic papers that develop relevant theories and
subject them to rigorous scientific tests. Homework assignments will reinforce, and extend, concepts learnt in
class. Finally, students will write (in groups) papers on their chosen topics related to digital marketing.

By the end of the course, students will gain a solid understanding of digital marketing topics, and the knowledge
to navigate (and “cut through the hyperbole” in) this yet-evolving industry. They will also learn to qualitatively
and quantitatively evaluate marketing impact. Many of the learnings will be applicable beyond digital marketing.

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Overview of Sessions*

Session Topic(s) Required Readings Due that day

Introduction: History; Digital marketing
1 -- Time Spent by Media 2014
channels and classifications; Relationship to
01/27 (W) -- The Consumer Decision Journey
purchase funnel
Fundamental Ideas Underlying Digital -- What Makes the Internet Different?
2
Marketing: Search costs; Data-enabled -- Online Advertising, Behavioral
01/29 (F)
capabilities; Internet “Law of Gravity” Targeting, and Privacy
Display Advertising I: Industry structure and
-- The Evolution of Online Display
3 economics; Programmatic and traditional
Advertising (Video)
02/01 (M) buying; Ad targeting; Ad “retargeting”; User
-- Behind the Banner (Video)
ad annoyance
Display Advertising II: Measuring impact;
4 -- The A/B test: Inside the technology
Randomized experiments; Sample size issues;
02/03 (W) that’s changing the rules of business
“Super Bowl Impossibility Theorem”
Search Advertising I: Sponsored search;
-- Air France case
5 Search engine optimization; Evaluation -- HW
-- SEO 101, Beginners guide to Search
02/08 (M) metrics; Strategic aspects of “Broad Match” Assignment I
Engine Optimization
and automation tools; “Poaching” on keywords
Search Advertising II: Measuring
6 -- Did eBay Just Prove that Paid Search
effectiveness; Spillovers from display to
02/10 (W) Ads Don’t Work?
search; Attribution
7 Social Media Marketing I: User engagement -- HW
-- Ford Fiesta case
02/15 (M) on social networks; Social advertising Assignment II
Social Media Marketing II: Web 2.0; Social
8
media analytics; Online word-of-mouth; -- The Power of Like
02/17 (W)
Impact of online reputation
Mobile Marketing: “Geo-fencing” and “geo-
9 -- HW
conquesting”; Differences from PC; Impact of -- How You Can Use Geo-Location
02/22 (M) Assignment III
“form” and manner of use on ad effectiveness
Privacy: User response to privacy concerns; -- Tracking our Online Trackers
10
Data sharing “paradox”; Impact of privacy -- Why Managing Consumer Privacy
02/24 (W)
regulation on ad targeting and effectiveness Can Be an Opportunity
Guest Speaker (Amanda Vandervort, Senior
11
Director of Social Media, Major League
02/29 (M)
Soccer)
12 The “Dark Side”: Digital ad fraud
-- How Much of Your Audience is Fake?
03/02 (W) Wind Up
-- Final Paper
03/04 (F) THERE IS NO CLASS ON THIS DAY
(due at 5:00 PM)

* NOTES:
• All HW assignments are due before the start of class.
• This version of the syllabus is as of October 2015. Certain details may change with time.

2
Optional Readings

Session Topic(s) Readings

1 -- Spend some time exploring http://www.pewinternet.org/three-
Introduction
01/27 (W) technology-revolutions
2 Fundamental Ideas Underlying Digital -- McKinsey Big Data report
01/29 (F) Marketing -- Does Internet Defy the Law of Gravity?
3
Display Advertising I -- U.S. Digital Advertising Landscape And Key Players (Part 1, Part 2)
02/01 (M)
4 -- A Step-by-Step Guide to Smart Business Experiments
Display Advertising II
02/03 (W) -- Determining Ad ROI, Attribution is Nearly Impossible
5
Search Advertising I -- Do you need an SEO?
02/08 (M)
6
Search Advertising II -- Attribution Modeling Overview
02/10 (W)
7
Social Media Marketing I -- Social Media Disasters and How to Avoid Them
02/15 (M)
8
Social Media Marketing II -- Understanding the Power of Twitter
02/17 (W)
9 -- 13 Mobile Marketing Stats You Need To Know
Mobile Marketing
02/22 (M) -- Advertising’s Next Frontier: The Internet of Everything
-- How data brokers profit off you without your (or the law’s)
10
Privacy Issues in Digital Marketing knowledge
02/24 (W)
-- Digital surveillance: How you are being tracked every day
11
Guest Speaker
02/29 (M)
12
Digital Ad Fraud + Wind Up -- The Bot Baseline: Fraud in Digital Advertising
03/02 (W)

3
Evaluation

1. Three assignments—group* (20% each = 60%)

a. Measuring Advertising Effectiveness Using Field Experiments
b. Advertising Attribution in a Multichannel Advertising Scenario
c. Social Media Analytics

2. Final paper—group* (20%)

3. Class participation and preparedness—individual (20%)

a. Attendance—10%
b. Class preparedness and in-class contributions—10%

* Groups can be of size one, two or maximum three. Group composition can vary for different deliverables.

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