Web Analytics: MIS 6344.

502
Spring 2016
PROFESSORAMITMEHRA
AssociateProfessorofInformationSystems
Email:Amit.Mehra@utdallas.edu
Twitter:@Profamitmehra
Office:SM33

ClassHours:Fridays,7to9.45pm
ClassLocation:JSOM2.717
OfficeHours:Byappointment
TA:SayanNandi
TAemail:sxn146530@utdallas.edu
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strategies are now completely outdated, others have been deeply transformed, and new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.