Session 5 (3.5.2014): Operating the Campaigns

To be completed BEFORE class meeting

• Session 4 Assignments
• Session 4 EIA

Learning Objectives

• Define main types of display advertising offered by Google
• Explore scholarly research on the impact of digital advertising

Class Meeting Outline (3 hours)

Sarah Peduzzi will facilitate today's class meeting.

• Updates on GOMC registration
• Two Expert Team Presentations (F & G) on Display Advertising
• Expert Team Presentation (H) on Reading: Ghose and Yang 2009
• GOMC Q&A

Assignments Due Before Week 2 Class Meeting (8 hours of studies outside classroom)

• “Measuring the Effects of Advertising: The DigitalFrontier” by Lewis, Rao, and Reiley (NBER working paper)
•  “Discrimination in Online Ad Delivery” by Sweeney 2013   
• Quiz 5 in Moodle
• Individual Assignment 5 (Access and submit in Moodle) 
• The Self-regulatory Program for Online Behavioral Advertising

You will complete two courses with the Google Analytics Academy
Google Analytics Platform Principles 
Digital Analytics Fundamentals (some of which you have already completed)

• Team Assignment 5 (Access and submit in Moodle): GOMC Post-Campaign Report Draft
• [Expert Team only] Prepare expert team presentation

EIA (70 minutes each two week period) - Note that these are included in your Individual Assignment 5

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: Analytics: Navigating Google Analytics Part 1 (10:24)
• GOMC Digital Marketing Course: Analytics: Navigating Google Analytics Part 2 (11:05)
• GOMC Digital Marketing Course: Analytics: Getting Started with Analytics (47:57)
• Digital Analytics Fundamentals: Unit 3 (about 12 minutes)