IDSC 3001 - Topics 5 & 6 (Fall 23 - Professor Kuhn)

What is Internet Marketing?

Ability to target consumers and provide more data

What is Internet Advertising?

Sophisticated targeting by keywords, content, and location

What is Mobile Advertising?

Challenging due to higher app usage and data protections

What is Attention Span?

Generally decreasing span of focus

What do social media platforms command from consumers?

Time

Who is Sheryl Sandberg?

Facebook's copilot, increased users, devised advertising platform, attracted large brands

Where does Facebook's revenue come from?

Advertising

What two major challenges does social media advertising present?

Content adjacency and user attention

What is Content Adjacency?

Concern of ads running near offensive material, embarrassing advertisers

What is the difference between Google and Facebook?

Google is the hunt, Facebook is the hike

What does 'hike' mean in the context of Facebook?

Rough idea of what will be encountered, lacks directed intent of search

Does Facebook advertise to purchase or build awareness?

Build awareness

What caused Facebook's IPO to slow and stock to go below issue price?

Failure to monetize mobile

What is Google's trick and what does it mean?

Matchmaking - pairing internet surfers with advertisers and taking a cut

What is Alphabet?

Google's evolved holding company investing in various endeavors

What type of ads receive the most spending?

Internet Ads

What is Market Capitalization (market cap)?

Value of a firm calculated by share price multiplied by number of shares

What is a Query?

Search

What is organic or natural search?

Search engine results returned and ranked according to relevance.

What is PageRank?

An algorithm used to rank websites.

What is Search Engine Optimization (SEO)?

The process of improving a page's organic search results.

What is link fraud?

Creating bogus websites that link back to the page one is trying to promote.

What are spiders, web crawlers, and software robots?

They traverse websites to perform tasks like indexing and retrieval.

What does 'cached' mean?

Temporary storage space used to speed computing tasks.

What is the deep web?

Internet content that cannot be indexed by search engines.

What is Search Engine Marketing (SEM)?

Designing, running, and optimizing search engine ad campaigns.

What is keyword advertising?

Advertisements targeted based on a user query.

What makes Google Ads valuable?

Linking advertising to purchasing intent.

What is Pay-Per-Click (PPC)?

Advertisers only pay when someone clicks on their ad.

What is Quality Score?

A broad measure of ad performance.

What is Click-Through-Rate (CTR)?

The number of users who clicked on an ad divided by the number of times the ad was delivered.

What is Google's precise ad ranking formula composed of?

It rewards top performing ads and is based on maximum cost per clicks, quality score, and impact of extensions/formats.

What is bid value?

The maximum CPC an advertiser is willing to pay.

What is a landing page?

The web page displayed when a user clicks on an ad.

What are dynamic search ads?

Ads generated automatically based on the content of a website.

What do ad performance statistics help with?

Monitoring return on investment and tweaking promotional efforts.

What is deep linking?

A link that takes a user to a specific webpage or launches an app to a unique location.

What is an ad network?

Links advertisers to websites and content providers willing to host advertisements for payment.

How are Google ads constructed?

Targeted based on keywords automatically detected inside the content of a website or displayed inside apps.

What is contextual advertising?

Advertising based on a website's content.

What are negative keywords?

Keywords that prevent an ad from showing up when specific terms are present.

What happens when online advertising grows?

The take from Google, Facebook, and Amazon (big three) is getting larger while revenue earned by firms outside is shrinking.

What is Google Analytics?

A free suite of tracking and analysis tools with more than an 80% market share.

What can be collected through analytics?

Website/app traffic, traffic sources, on-site behavior, sales & advertising success, and social media analysis.

What does Google have major scale advantages in?

Search and network effects.

What is Google Fiber?

Offers high-speed internet to homes in select US cities.

What is Google Fi?

Offering mobile phone services.

What is an MVNO?

Mobile virtual network operator - a wireless telecommunications services provider that doesn't own its own infrastructure.

What is Project Loon?

Sought to bring wireless service to the underserved rural regions.

What is Project Link?

Helped lower costs by building fiber optic networks in Ghana and Uganda.

What is Android?

Owned by Google, provides Linux-based operating systems.

What is a fragmented platform?

Seeing different user experiences across different devices.

What is YouTube?

Owned by Google.

What is NFC?

Near field communication; leveraged by Google Pay; short-range communication standard for contactless payments and transactions.

What are the dominant types of databases?

Big Data and Relational.

What are relational databases?

Simple, fast, and designed to handle vast amounts of data by enterprise applications; most common standard for expressing databases, whereby tables are related based on common keys.

What are database management systems?

Give programs an interface between application and the data, they provide a way for all users to access the same data in common ways.

What is Big Data?

High volume, variety, and velocity

What is Data?

Raw facts and figures

What is Information?

Data presented in a context to answer a question or support decision making

What is Knowledge?

Insight derived from experience and expertise

What is Data Management?

Technical administrative process for acquiring, validating, storing, protecting, and processing data

What is a Database?

Single table or a collection of related tables

What is SQL?

Language used to create and manipulate databases

What is a Database Administrator (DBA)?

Job title focused on directing, performing, or overseeing activities associated with a database

What does database software do?

Stores and retrieves data for enterprise software

What is a Table or File?

List of data arranged in columns and rows

What is a Column or Field?

A category of data represented in a record

What is a Row or Record?

A single instance of data in a table

What is a Primary Key?

Field used to uniquely identify a record and relate separate tables

What is a Foreign Key?

Primary key used in a second table to identify records from the original table

What is Cardinality?

Defines the nature or degree of relationships between entities

What is a One to One cardinality?

Each instance will have exactly one related instance (employee & parking space)

What is a One to Many cardinality?

One instance has many related instances, but the other side has only one (product line and product)

What is a Many to Many cardinality?

Instances on both sides can have many related instances (students and courses)

What is a Data Warehouse?

Set of databases to support decision making, structured for fast online queries

What is a Data Mart?

A database focused on addressing specific concerns.

What is OLAP- Online Analytical Processing?

a method of querying and reporting that calculates and summarizes data.

What is a Data Lake?

A storage system for structured and unstructured data.

What is Hadoop?

A set of open source tools for managing unstructured data.

What is a Data Cloud?

A cloud service for extracting and transforming data from different sources.

What are the advantages of using big data technologies in a data cloud?

Flexibility, scalability, cost-effectiveness, and fault tolerance.

What is E-discovery?

Identifying and retrieving electronic information for litigation.

What is Machine Learning?

The ability to act on massive amounts of unstructured data.

What is the Airplane Case?

aircraft and jet engine health monitoring being used for predictive maintenance

- gathering and analysis of sensor data

- developing algorithms and technology platforms that effectively handle big data

- Boeing and Airbus offer aircraft health monitoring for customers

- engine data is measured in terabytes

- data is combined from engines, aircraft, weather, fleet history, and spare parts

What are display ads typically charged based on?

Impression.

How can Facebook target precisely?

Using users' self-expressed likes, interests, and demographics.

What is Social Context?

Ads that leverage friend interest for customer engagement.

What company requires opt-in before data can be tracked?

Apple

What are the three factors driving online ad growth trends?

Increased user time online, improved measurement/accountability, and targeting

What do Instant Articles allow Facebook to do?

Host, cache, and serve content from media firms

What is an ad impression?

Each time an ad is shown to a user

What are display/image ads?

Graphical advertisements

What are rich media ads?

Online ads that include animation, audio, or video

What are interstitials?

Ads that run before a user arrives at their intended destination

What does the Internet Advertising Bureau (IAB) do?

Sets common standards for display ads

What is Cost Per Click (CPC)?

Advertisers don't pay unless someone clicks on their ad

What is CPM?

The amount charged every time an ad appears 1,000 times

What is Cost-per-action (CPA)?

Ads pay whenever a user responds to an ad by performing a specified activity

What are affiliate programs?

Cost-per-action programs where program sponsors pay referring websites a percentage of revenue earned from the referral