Digital Marketing and Analytics

This is the full summary for Digital Marketing and Analytics for Business Administration Masters at the University of Amsterdam, Block 2, and contains all prescribed literature of the course. If you order the hardcopy, you will also receive the printed summary at home, after the expected shipping date. You will find your digital summary, with many additional options such as highlighting and note-taking, directly in your AthenaDocs account. 

This summary covers the core themes of digital marketing analytics, data-driven decision-making, and marketing technology insights, including:

Week 1 – Digital Marketing Analytics: Santana & Morwitz (2020) customer journey metrics; Buhalis & Volchek (2021) marketing theory and big data analytics; Zaremba (2020) conversion attribution and OPEC model insights.
Week 2 – Omnichannel Management & Data Challenges: Filippou, Georgiadis & Jha (2024) web traffic attribution; Balducci & Marinova (2018) unstructured data in marketing; Boegershausen, Data & Stephen (2022) web data scraping for insights.
Week 3 – Social Media Analytics & AI: Klostermann et al. (2018) extracting brand information from social networks; Almaguer, Fely & Harmeling (2024) emoji marketing; Berger, Moe & Schwedel (2023) linguistic engagement drivers; Kanuri, Hughes & Hodges (2024) color complexity and social media engagement.
Week 4 – Online Reviews & Search Marketing: Cho, Pekgün, Janakiraman & Wang (2024) competitive effects of online reviews; Srivastava & Kalro (2019) helpfulness of reviews; Kübler et al. (2024) review image effects on helpfulness; SEO and search analytics strategies.
Week 5 – Digital Advertising & Personalization: Wan, Kumar & Lu (2023) product recommendation systems; Longoni & Cian (2022) AI and word-of-machine effects; Lee & Hosanagar (2019) diversity in recommender systems.
Week 6 – Mobile & Location-Based Marketing: Liu, Lobschat, Verhoef & Zhao (2019) mobile website adoption; Cao, Chintagunta & Li (2023) monetizing non-advertising apps; Wu, Zhang & de Haan (2024) mobile platform expansion and performance.

Keywords: digital marketing analytics, attribution modeling, big data, omnichannel management, social media analytics, NLP, AI in marketing, sentiment analysis, SEO, online reviews, recommender systems, personalization, mobile marketing, geolocation, data-driven marketing.