Advertising: Impressions and Online Activity

Impressions and Advertising

• Impressions occur each time an ad is displayed to a user, aiming for repeated exposure to drive eventual purchases.
• Display ads are graphical, contrasting with text-based ads.
• Rich Media ads incorporate video and interactive elements.
• Interstitial ads interrupt the user experience before reaching the intended content, such as pre-roll video ads.
• Banner ads have low costs but typically yield low conversion rates.
• Cost per Click (CPC) means advertisers pay only when an ad is clicked.
• CPM (Cost per Mille) is the cost for every 1,000 ad impressions.
• Cost per action is payment triggered by a specific user action, like signing up for a loyalty program.
• An affiliate program is a marketing arrangement where a company pays affiliates to promote their products or services.

Hunting vs. Hiking in Online Activity

• "Hunting" describes actively searching for something, like using Google search.
• "Hiking" refers to passively scrolling through content on a platform.
• Google focuses is on optimizing content and personalizing experience.

Market Capitalization

• Market Capitalization is the total value of a company calculated by multiplying share price by the number of outstanding shares.

Search and Search Engine Optimization (SEO)

• A query is a search.
• Organic or natural search results are unpaid and ranked by relevance.
• PageRank is Google's algorithm for ranking websites.
• Search Engine Optimization (SEO) aims to improve a page's organic search ranking.
• Spiders, web crawlers, and software robots are used by search engines to discover and index web content.
• Cached data is temporarily stored to speed up computing tasks.
• A deep link directs users to a specific product or page.
• The Deep Web contains content not indexed by search engines, like private records.

Search Engine Marketing (SEM) and Advertising

• SEM focuses on optimizing search for ads.
• Keyword advertising targets users based on search terms, directing them to relevant products via deep links.
• Pay-Per-Click (PPC) means advertisers pay only when an ad is clicked.
• Click-through rate (CTR) measures how often people click on an ad and determines ROI.
• ROI is return on investment.
• Dynamic search ads are automatically generated based on website content.
• An ad network connects websites and advertisers to place ads effectively serving as an intermediary.
• Contextual advertising displays ads based on the website's content.
• Content adjacency problems arise when ads appear next to undesirable text, addressed with negative keywords.

Analytics and Data

• Analytics suites provide tools for tracking and analyzing data.
• Examples of operating systems include Microsoft, Mac, Linux, Chrome, and Android.
• Apple uses a closed-loop operating system.
• Android relies on various platforms for publishing products.
• Zero-party data is willingly shared by customers with explicit consent.
• First-party data is collected directly from customers.
• Second-party data is shared between companies, like between Walmart and Procter & Gamble.
• Third-party data is bought from other companies.

Recap of Internet Marketing

• The majority of Google’s revenue comes from advertising.
• Organic Search results appear after sponsored search results.
• Search Engine Optimization focuses on optimizing search results.
• PageRank is the algorithm used by Google to rank results.
• Spiders and web crawlers are used to optimize search.
• Cached data is temporary storage on the hard drive.
• The Deep Web contains information not available through standard search engines.
• Deep Linking leads directly to the desired product page.
• CTR (Click-Through Rate) helps gauge conversion rates.
• Contextual Advertising displays ads related to the content being viewed.
• Content adjacency issues arise when ads appear in unrelated or negative contexts, which negative keywords mitigates.
• Types of Data: Zero-party (consent-based), first-party (directly collected), second-party (shared between companies), third-party (bought from other sources).

Big Data (Topic 6)

• Big Data is characterized by high Volume, Velocity, Variety, and Value.
• ERP systems require common databases to optimize operations across CRM, SCM, and HRMS.
• Unstructured data includes social media, emails, and medical records.
• Structured data exists in formats like Excel spreadsheets.
• Unstructured data is analyzed to provide insights.
• Data is raw facts.
• Information answers questions and creates knowledge.
• Knowledge is insights generated from Information.
• Data Management: Acquiring, Validating, Storing, Protecting, and Processing to ensure accessible, reliable, and timely databases.

Database Concepts

• A Database is structured information.
• DBMS (Database Management Systems) is software for managing databases.
• SQL (Structured Query Language) is used to create and manipulate databases.
• A DBA (Database Administrator) oversees all data flow and management.
• Columns: Category of data, such as Student ID.
• Rows: Instances of a record.
• Relational Databases (Cardinality - Bidirectional):
  • One to One: Single student ID tied to one financial record.
  • One to Many: Single student ID tied to multiple classes.
  • Many to Many: When multiple records are linked both ways in a table.
• Primary Key: A unique identifier (e.g., Customer Number/Student ID) used to identify data and can be referenced by other databases.
• Foreign Key: References the primary key in another table.