Chapter 2

Chapter 2: Overview

Main Goals of Digital Outbond Marketing

Ad-Serving for outbond advertising

Ad serving for outbond advertising: optimization

AD-SERVING FOR OUTBOUND ADVERTISING: TARGETING

AD-SERVING FOR OUTBOUND ADVERTISING: COST MODELS FOR ONLINE ADVERTISING

AD-SERVING FOR OUTBOUND ADVERTISING: DISPLAY ANALYTICS

IN-CLASS EXAMPLE: GROSS VS. UNIQUE IMPRESSION

OUTBOUND: OBTRUSIVE VS. UNOBTRUSIVE ADVERTISING

WHEN DOES TARGETING WORK? OBTRUSIVE VS. CONTEXTUAL TARGETING

WHEN DOES TARGETING WORK? OBTRUSIVE VS. CONTEXTUAL TARGETING

OUTBOUND: WHEN DOES TARGETING WORK? ECONOMIC IMPLICATIONS FOR ADVERTISERS

OUTBOUND: WHEN DOES TARGETING WORK? ECONOMIC IMPLICATIONS FOR ADVERTISERS

DIGITAL OUTBOUND MARKETING: RETARGETING

OUTBOUND: WHEN DOES RETARGETING WORK IN THE PREPURCHASE PHASE?

DIGITAL TARGET MARKETING STRATEGIES

DIGITAL TARGET MARKETING STRATEGIES (CONT.)

THE (THIRD-PARTY!) COOKIELESS FUTURE: MAIN COOKIE TYPES

THE (THIRD-PARTY!) COOKIELESS FUTURE: WHAT ARE COOKIES USED FOR?

THE (THIRD-PARTY!) COOKIELESS FUTURE: THE WAY FORWARD

DRIVING THE ACCEPTANCE OF TARGETING

SEARCH AD AUCTION AND BIDDING STRATEGY

SEA Content Tactics

E-Mail Marketing Content Tactics

DECISION JOURNEYS AND ATTRIBUTION MODELING

OVERVIEW OF POPULAR ATTRIBUTION MODELS

THE MULTICHANNEL DILEMMA OF CLICK & MORTAR RETAILERS

ATTRIBUTION MODELING: CONSUMER TOUCHPOINTS ILLUSTRATION

ATTRIBUTION MODELING: LAST-CLICK ATTRIBUTION

ATTRIBUTION MODELING: FIRST-CLICK ATTRIBUTION

ATTRIBUTION MODELING: LINEAR ATTRIBUTION

ATTRIBUTION MODELING: TIME DECAY ATTRIBUTION

ATTRIBUTION MODELING: POSITION-BASED ATTRIBUTION

ATTRIBUTION MODELING: DISADVANTAGES

ATTRIBUTION MODELING: MODEL-BASED ATTRIBUTION FOR E-MAIL RETARGETING

DIGITAL VS. TRADITIONAL ADVERTISING

DIGITAL VS. TRADITIONAL ADVERTISING (CONT.)

Linear Model with one predictor