Session 3 (2.5.2014): A/B Experimental Design

To be completed BEFORE class meeting

• Session 2 Assignments
• Session 2 EIA

Learning Objectives

• Define A/B testing
• Identify key elements of sound experimental design
• Identify key success factors for AdWords campaigns

Class Meeting Outline (3 hours)

• Expert Team Presentation (A) on Blogging, Marketing Four Ps, and Search Engines
• Expert Team Presentation (B) on AdWords Tools for Reporting & Optimization
• Expert Team Presentation (C) on A/B Experimental Design
  
• Discussion: Pre-Campaign Report Parts 2 & 3
• 8pm AdWords Campaign Design by guest speaker Timothy James from Google Inc. (confirmed)

Assignments Due Before Next Class Meeting (8 hours of studies outside classroom)

• Stokes Chapter 6: Search Engine Optimization
• Quiz 3 in Moodle
• Individual Assignment 3: Individual Blog 3 
• Team Assignment 3 (Access and submit in Moodle): Draft Pre-Campaign Report Part 3
• [Expert Team only] Prepare expert team presentation

EIA (70 minutes each two week period)

NOTE: Please log in your Gmail account BEFORE accessing the following sites. This will prevent the sites from requiring you to answer additional questions. Use the FireFox or Chrome brower. Do not use Internet Explorer.

• GOMC Digital Marketing Course: Search Advertising: Search 302: Bidding Tools and AdWords Experiments (13:13)
• GOMC Digital Marketing Course: Analytics: A/B Experiments with Google Website Optimizer (5:05) 
• GOMC Digital Marketing Course: Analytics: Multivariate Experiments with Google Website Optimizer (7:08)
• GOMC Digital Marketing Course: Display Advertising: Introduction to Display (12:50)
• GOMC Digital Marketing Course: Analytics: Introduction Google Analytics (15:44)