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    Web Syllabus UTD

    Uploaded by

    Vibhore Agarwal
    This document provides information about the Web Analytics: MIS 6344.502 course for Spring 2016 taught by Professor Amit Mehra. The class will meet on Fridays from 7-9:45pm in room JSOM 2.717. The course aims to develop an understanding of different types of digital media data and how it can be used to formulate data-driven strategies. Students will learn about metrics, search engine optimization, display advertising, experiments, and social media revenue models. Grades will be based on quizzes, group assignments, and a group project analyzing a digital marketing topic. The required textbook is available online and additional materials will be provided.

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    © All Rights Reserved
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    Web Syllabus UTD

    Uploaded by

    Vibhore Agarwal
    138 views5 pages
    This document provides information about the Web Analytics: MIS 6344.502 course for Spring 2016 taught by Professor Amit Mehra. The class will meet on Fridays from 7-9:45pm in room JSOM 2.717. The course aims to develop an understanding of different types of digital media data and how it can be used to formulate data-driven strategies. Students will learn about metrics, search engine optimization, display advertising, experiments, and social media revenue models. Grades will be based on quizzes, group assignments, and a group project analyzing a digital marketing topic. The required textbook is available online and additional materials will be provided.

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    UTD Syllabus Web Analytics

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    This document provides information about the Web Analytics: MIS 6344.502 course for Spring 2016 taught by Professor Amit Mehra. The class will meet on Fridays from 7-9:45pm in room JSOM 2.717. The course aims to develop an understanding of different types of digital media data and how it can be used to formulate data-driven strategies. Students will learn about metrics, search engine optimization, display advertising, experiments, and social media revenue models. Grades will be based on quizzes, group assignments, and a group project analyzing a digital marketing topic. The required textbook is available online and additional materials will be provided.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    138 views5 pages

    Web Syllabus UTD

    Uploaded by

    Vibhore Agarwal
    This document provides information about the Web Analytics: MIS 6344.502 course for Spring 2016 taught by Professor Amit Mehra. The class will meet on Fridays from 7-9:45pm in room JSOM 2.717. The course aims to develop an understanding of different types of digital media data and how it can be used to formulate data-driven strategies. Students will learn about metrics, search engine optimization, display advertising, experiments, and social media revenue models. Grades will be based on quizzes, group assignments, and a group project analyzing a digital marketing topic. The required textbook is available online and additional materials will be provided.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 5

    Web Analytics: MIS 6344.

    502
    Spring 2016
    PROFESSORAMITMEHRA
    AssociateProfessorofInformationSystems
    Email:[email protected]
    Twitter:@Profamitmehra
    Office:SM33

    ClassHours:Fridays,7to9.45pm
    ClassLocation:JSOM2.717
    OfficeHours:Byappointment
    TA:SayanNandi
    TAemail:[email protected]
    CourseDescription
    The emergence of social and digital media has resulted in unprecedented access to vast
    amountsofdataaboutproducts,firms,andconsumerbehavior.Duetothis,sometraditional
    strategies are now completely outdated, others have been deeply transformed, and new
    strategiesarecontinuouslyevolving.Today,thefactisthatallthecorebusinessactivitiessuch
    asnewproductdesign,advertising,salesandcustomerservicehavebeenaffected.

    Inthiscourse,weaimtodevelopanunderstandingofthedifferenttypesofdatathatcanbe
    collected from digital channels, and how this data can be used to formulate data driven
    strategies for the firm in order to optimize their business models, websites and digital
    marketinginitiatives.

    StudentLearningObjectivesandOutcomes
    Theobjectivesofthecourseare:
    1. Appreciatedifferenttypesofdigitalmediaandtheirrole.
    2. Understandhowdatadrivesafirmsdeploymentofdigitalmedia.
    3. Learndataanalyticstechniquestoanalyzedatageneratedfromdigitalmedia.

    CourseWebsite:ELearning

    Communication:Foranycommunication,pleaseuseElearningemails.

    RequiredTextbookandothermaterials
    InternetMarketingEssentialsistherequiredtextbookforthiscourse.Thebookisavailableas
    anInternetbook.AnInternetbookisauniqueformatwherethewholebookismadeavailable
    over the Internet by the publisher. The advantage of this format is that the book is a living
    document which gets updated several times a year. As soon as the book gets updated, the
    studentswillhaveimmediateaccesstothenewcontent.Thebookisavailableatthewebsite
    www.stukent.com.


    Inadditiontothetextbook,wewillbeusingseveralcasesandotherreadings.Thesecasesetc.
    will be available for purchase fromeither the stukent website or theHBSP (Harvard Business
    SchoolPublishing)website.

    Exactdetailsonhowtopurchasethebookandthecases/readingswillbespecifiedinclass.

    Quizzes:
    Toenforcemoresystematicapproachtostudying,therewillbethreeinclassquizzes.Thedates
    of quizzes are given below in the schedule.The quizzes are noncumulative. For each quiz,
    studentswillberesponsibleforreadingalloftheassignedreadingsandanyadditionalmaterial
    discussed and/or posted on the Elearning site. Makeup quizzes will only be given for
    Universityapprovedabsences.

    RequiredSoftware:
    Wewilluseasoftwaretodoregressionanalysis.Basedonlicenseavailability,wewilluseeither
    SAS,orR.Moreinformationonthesoftwareusewillbegivenoutlateron.

    Schedule:
    (1) Someassignmentswillbegivenasinclassassignments.Studentsnotinclasswillnotbe
    abletosubmittheseassignments.
    (2) Somebasicreadingsfromthebookarespecified.Additionalreadingsandcaseswillbe
    specifiedlater.
    (3) Thescheduleprovidedbelowistentativeandsubjecttochangeatthediscretionofthe
    instructor.
    (4) Feb5classwillbeinonlinevideoformat
    (5) March4classwillbetakenbyaguestspeaker

    DATE
    Jan15

    Jan22

    Jan29

    TOPIC
    Owned,PaidandEarned
    Media
    Designofownedmedia
    suchasawebsite
    Howsearchengine
    work?
    Optimizingawebsite
    designforsearch
    engines(SEO)

    SearchEngineMarketing
    (SEM)
    OptimizingSEM
    CombiningSEOandSEM

    READINGS
    Chapters1and2frombook

    Chapters3and4frombook

    Chapter5frombook

    Feb5

    Feb12
    Feb19

    Feb26

    March4

    March11
    March25

    April1
    April8

    April15

    April22
    April29

    WhatisWebAnalytics?
    Introductiontometrics
    andKPIs

    Quiz1
    Beyondtraditionalweb
    analyticsPersonalized
    datacollectionand
    analysis
    DisplayAdvertising
    Ecosystem
    Personalizationin
    DisplayAdvertising
    AttributionProblem
    Usergeneratedcontent

    IntroductiontoGoogle
    AnalyticsandGoogle
    Adwords
    Quiz2
    Correlationvs.Causal
    influence
    A/Bexperiments
    FindingROIofdigital
    media
    Multivariate
    experiments(MVT)
    Peerinfluencevs.
    Homophily
    Revenuemodelsusing
    socialdata
    Multichannelretailing
    Showrooming
    Mobileadvertising
    Quiz3
    GroupPresentations

    Chapter6frombook

    Chapter8frombook

    GradingPolicy:
    The grades will be based on performance in quizzes, assignments, group presentations and
    reports.Latesubmissionswillnotbegraded.

    Thegradedistributionacrossdifferentcomponentswillbeasfollows:

    ThreeQuizzes
    20%eachforatotalof60%
    GroupProject
    20%
    Casesandassignmentsingroups
    20%

    Groupsizewillbe56studentsandmustbethesameforallgrouptasksthroughoutthe
    semester.

    GroupProject:
    Studentsarerequiredtodoagroupproject.Thechoicesfordoingthisprojectareasfollows:
    1. GOMC(GoogleOnlineMarketingChallenge).DetailsonGOMCwillbespecifiedinclass
    andonthecoursewebsitelater.
    2. Writeareportononeofthetopicsbelow.
    a. ProposeaclassificationschemefordatacollectedthroughIOT.Analyzeindetail
    howthesenewtypesofdataarelikelytodisruptanexistingbusiness.
    b. Classifydifferenttypesofadvertisementsthatarebecomingpopularonthe
    mobileplatform.Howcanthesedifferenttypesofadvertisinghelpafirmreach
    outtoitscustomersmoreeffectivelythanthroughexistingwaysofdigital
    advertisingontheweb.
    c. Classifymobileappsontheirrevenuemodels.Proposeaschemethatcanbe
    usedtosuggestarevenuemodeltoanewapp.
    d. DiscusshowdifferentsocialmediaplatformslikeFB,Twitter,Pinterestetc.differ
    intheopportunitiestheyprovidefordoingadvertising.Basedonthedatathey
    collect,examinehowdifferentplatformsdifferintheefficacyoftheadvertising.

    Note:Studentsareencouragedtotakethequestionsin(2)asindicativeandtheycanexpand
    onthescopeofthequestionsabove,andtheycanevencomeupwiththeirownquestions.
    However,ifanygroupwantstodoprojectdifferentfromtheonespointedoutabove,you
    shouldfirstsendmea2pageproposalonemail.Ifyourproposalgetsapproved,thenyoucan
    proceedwiththeproject.

    ExtraGradeAssignment/TasksStudentscantakeGoogleAnalyticsIndividualQualification
    (IQ)test.Thesyllabusanddetailsareprovidedinthelink:
    https://support.google.com/analytics/answer/3424288
    Studentswhopassthisexamwillbegiven2%increaseintheirfinalscore.Thisexamis
    optional.

    Othercoursepolicies
    MakeupExams Anotefromamedicaldoctorisrequired
    ExtraCredit Noneotherthantheonespecifiedabove
    LateWork Anylateassignmentwillnotbegraded
    Special Noassignmentswillbegiventomakeupformissedassignments
    Assignments etc.
    ClassAttendance Inpersonattendanceisrequiredineachclass

    Studentsareencouragedtoaskquestionsinclass.However,
    Classroom
    sometimesintheinterestoftheclass,theinstructormayaskthe
    Citizenship
    studentstodiscusstheirdoubtsoutsidetheclass
    UTDallasSyllabusPoliciesandProcedures:
    The information contained in the following link constitutes the Universitys policies and
    proceduressegmentofthecoursesyllabus.
    Pleasegotohttp://go.utdallas.edu/syllabuspoliciesforthesepolicies.

    The descriptions and timelines contained in this syllabus are subject to change at the
    discretion of the Professor.

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