Academic Year 2021-2022, second semester

• Lessons will be held at:

  Polo Didattico "L. Fibonacci", Via F. Buonarroti 4 (room D1), Pisa and Teams Virtual Room

• Timetable:
  • Monday, hours: 11:00-13:00
  • Thursday, hours: 09:00-11:00
• Office hours: Thursday 16-18 via Teams

• Preliminary program and calendar of lessons.

Class calendar and mandatory teaching material

The teaching material is accessible for registered students. Ask the teacher for access.
All referenced teaching material is mandatory, unless otherwise stated.

• Lesson 2022-01 Monday 14 February 2022, 11-13

  Introduction. What is (web) marketing? Reminds on Internet, Web, URLs and HTML.
  Slides: Introduction and reminds.
  References:

  • M. Miller. The Ultimate Web Marketing Guide. Pearson, 2011. Chps. 1, 2, 4.
  • D. Raggett. Getting started with HTML, advanced HTML, a touch of style. Guides at W3C.

• Lesson 2022-02 Thursday 17 February 2022, 09-11

  Web analytics. Clickstream.
  Slides: Cickstream.
  References:

  • R. Kimball, R. Merz. The data webhouse toolkit. Wiley & Sons, 2000. Chp. 4.
  • B. Clifton. Advanced Web Metrics with Google Analytics. Wiley, 2012 (3rd edition). Chps. 1,2.
  • (optional, but recommended) T. Bujlow et al. A Survey on Web Tracking: Mechanisms, Implications, and Defenses. IEEE Explore, 2017.

• Lesson 2022-03 Monday 21 February 2022, 11-13

  Clickstream. Web analytics metrics. Introduction to Google Analytics.
  Slides:

  • Log Processing.
  • Web Metrics.
  References: A. Kaushik. Web Analytics 2.0. Wiley, 2010 Chps. 3,5.

• Lesson 2022-04 Thursday 24 February 2022, 09-11

  Google Analytics demo.
  Slides: Google Analytics.
  References: Google Analytics - training and support.

• Lesson 2022-05 Monday 28 February 2022, 11-13

  Google Analytics demo (continued). Project Presentation and Important Dates.
  Slides:

  • Google Analytics.
  • Group Project and important dates.

• Lesson 2022-06 Thursday 3 March 2022, 09-11

  Finding information in the Web. Search engine ranking metrics.
  Slides: Finding information in the Web.
  References: E. Enge et al. The Art of SEO. O'Reilly, 2012. Chps. 1, 2.

• Lesson 2022-07 Monday 7 March 2022, 11-13

  PageRank.
  Slides: PageRank.
  References: M. Levene. An Introduction to Search Engines and Web Navigation. Wiley, 2010. Chp. 5.

• Lesson 2022-08 Thursday 10 March 2022, 09-11

  SEO friendly websites.
  Slides: SEO friendly websites.
  References:

  • E. Enge et al. The Art of SEO. O'Reilly, 2012. Chp. 6.
  • Google SEO Starter Guide.

• Lesson 2022-09 Monday 14 March 2022, 11-13

  Keyword research. Google Ads (Keyword Planner) demo. Introduction to on-line advertising.
  Slides: Keyword Research.
  References: E. Enge et al. The Art of SEO. O'Reilly, 2012. Chp. 5.

• Lesson 2022-10 Thursday 17 March 2022, 09-11

  Search engine advertising.
  Slides: Search engine advertising.
  References: M. Miller. The Ultimate Web Marketing Guide. Pearson, 2011. Chps. 14, 15, 16.

• Lesson 2022-11 Monday 28 March 2022, 11-13

  Seminar: Web Marketing for Non Profit Organizations (slides).
  Speaker: Gabriele Benedetti, Search On Media Group.
  
  

• Lesson 2022-12 Thursday 31 March 2022, 09-11

  Display advertising. Group Project and important dates.
  Slides:

  • Display advertising.
  • Group Project and important dates (updated).
  References: A. Kaushik. Web Analytics 2.0. Wiley, 2010. Chp. 12.

• Lesson 2022-13 Monday 4 April 2022, 11-13

  Web Personalization.
  Slides: Web Personalization.
  References: N. Cheng et al. (2011): Author gender identification from text. Digital Investigation 8 (2011) 78-88.

• Lesson 2022-14 Thursday 07 April 2022, 09-11

  Student project presentations: status, partner organization, brainstorming, discussion.

• Lesson 2022-15 Monday 11 April 2022, 11-13

  Recommender systems: collaborative filtering.
  Slides: Collaborative filtering RS.
  SW/Dataset: CF: example.

• Lesson 2022-16 Thursday 14 April 2022, 09-11

  Recommender systems: content-based filtering.
  Slides: Content-based RS.
  SW/Dataset: CB: example.
  References: D. Jannach et al. Recommender Systems: An Introduction. Cambridge University Press, 2010. Chps 2, 3.

• Lesson 2022-17 Thursday 21 April 2022, 09-11

  Controlled experiments on the Web.
  Slides: Controlled experiments.
  References: R. Kohavi et al. Controlled experiments on the web: survey and practical guide, Data Mining & Know. Disc. 18:140–181 (2009).

• Lesson 2022-18 Thursday 28 April 2022, 09-11

  Student project presentations: pre-campaign strategy.

• Lesson 2022-19 Monday 02 May 2022, 11-13

  Student project presentations: pre-campaign strategy.

• Lesson 2022-20 Thursday 5 May 2022, 09-11

  Seminar: Beyond web marketing metrics: extract information from natural language (slides).
  Speaker: Valerio Basile, University of Turin.
  SW/Dataset: (COLAB and config files) Sentiment Analysis example.
  References: Multilingual Affective lexicon Affect Intensity.
  

• Lesson 2022-21 Monday 09 May 2022, 11-13

  Social Media Marketing.
  Slides: Social Media Marketing.

• Lesson 2022-22 Thursday 12 May 2022, 09-11

  Exercises in class.
  Slides: Exercises.

• Lesson 2022-23 Monday 16 May 2022, 11-13

  Student project presentations: ongoing campaing.

• Lesson 2022-24 Thursday 19 May 2022, 09-11

  Student project presentations: ongoing campaing.

Technologies for Web Marketing - A.A. 2020-2021