Social Media and Advertising

Required Readings

Parts of these readings and themes from them will be covered in the video lecture.

• A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook
• Tweeting as a Marketing Tool: A Field Experiment in the TV Industry
• Can your advertising really buy earned impressions? The effect of brand advertising on word of mouth

For the computer lecture:

• Tidy Text Mining with R
  • Chapter 6
• Structural Topic Modelling
• Don't focus on the technical details

Video Lecture

Videos

• Weekly Overview
• Slides

Computer Lecture

Topic Modeling

• Starter code: here
• Final code + extras: here

Lab Section

• Marketing Analytics in the Wild

Building on existing knowledge on improvised marketing interventions (IMI), the company ViralBrand has hired your team to develop an understanding about how and why IMI increases consumer brand engagement and perceptions. Develop a plan that allows you to investigate how IMI influences these key metrics and isolate what components of an IMI strategy are most effective.

• Review of Lab Assignment 5, Exercise 1

Lab Assignment

• Link to GitHub repository
• Work through Exercise 2
• Partial Solutions