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Summary all articles Digital Marketing Intelligence - RUG MADS 2021-2022
Summary of required articles of the course DMI at the RUG (2021-2022):
- Digital marketing: A framework, review and research agenda (Kannan & Li, 2017)
- Exploring the effects of what (product) and where (website) characteristics on online shopping behavior (Mallapragada et al., 2016)
- Path to purpose? How online customer journeys differ for hedonic versus utilitarian purchases (Li et al., 2020)
- Online display advertising for CPG brands: (when) does it work? (Van Ewijk et al., 2021)
- The roles of multiple channels in predicting website visits and purchases: engagers versus closers (Goic et al., 2021)
- The path to purchase and attribution modeling: introduction to special section. (Kannan et al., 2016)
- Seeding strategies for viral marketing: an empirical comparison (Hinz et al., 2011) - Social network analysis (Risselada & van den Ochtend, 2021)
- Uniting the tribes: using text for marketing insight (Berger et al., 2020)
- The power of brand selfies (Hartmann et al., 2021)
- Comparing automated text classification methods (Hartmann et al., 2019)
- Identifying customer needs from user-generated content (Timoshenko & Hauser, 2019)
- A comparison of approaches to advertising measurement: evidence from big field experiments at Facebook (Gordon et al., 2019)
- Website morphing (Hauser et al., 2009)
- Test&Roll: profit maximizing a/b tests (McDonnell & Berman, 2019)
- Choice-based conjoint analysis (Eggers et al., 2018).
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- School: Rijksuniversiteit Groningen
- Course: Marketing
- Subject: Digital Marketing Intelligence
- All documents for this course ›
- Course code: EBM079B05
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- Section: Summaries
- Made on: 03-27-2022
- Type: .pdf
- Pages: 40
- Language: English
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Subjects of Marketing - Rijksuniversiteit Groningen
More Marketing ›companies, brands, and consumers consumer psychology customer management customer models data engineering for mads data science methods for mads digital marketing intelligence international marketing market models marketing communication retail & omnichannel marketing statistical learning in marketing strategic marketing
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