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<!DOCTYPE HTML>
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<title>LP | TWM 22/23</title>
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<h1>Technologies for Web Marketing 2022/2023</h1>
<p>TWM (537AA), 6 CFU<br />
Graduate Programs in Data Science & Business Informatics and in Digital Humanities WDB-LM, WFU-LM</p>
</header>
<!-- Content -->
<div class="row">
<div class="col-6 col-12-small">
<h2>General Information</h2>
<p>Academic Year 2022-2023, second semester</p>
<ul class="alt">
<li><strong>WHERE: </strong> Polo Didattico "L. Fibonacci", Via F. Buonarroti 4, Pisa</li>
<li><strong>WHEN: </strong>
<ul class="no-alt">
<li>Tuesday, 14:00-16:00 - Fib A1 (Polo Fibonacci B) </li>
<li>Thursday, 16:00-18:00 - Fib C1 (Polo Fibonacci B) </li>
</ul></li>
<li><strong>OFFICE HOURS: </strong> Thursday, 14:00-16:00 - room 288 @ Dpt. Computer Science (by appointment)</li>
<li><strong>WHAT: </strong> <a href="https://esami.unipi.it/esami2/programma.php?c=56764" target="_blank"> Catalogue: TWM Programme 2022-2023 - 537AA</a>.</li>
</ul>
</div>
<div class="col-6 col-12-small">
<h2>Objectives</h2>
<p>The student who successfully completes the course will have a solid knowledge about information technologies for marketing decisions on the web,
on how to advertise effectively, on how to track users and explore web metric summaries, on how to improve/personalize the customer experience
on a web site, on how to invest available resources, and on how to measure success in using web marketing technologies.</p>
</div>
</div>
<hr />
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<h2 id="content">Exam modalities</h2>
<p>The student will be assessed on her/his demonstrated ability to discuss the course contents using the appropriate terminology and to apply the web marketing techniques and tools to proposed case studies.</p>
<div class="row">
<div class="col-6 col-12-small">
<h3>Attending Students</h3>
<p>The exam consists of a written test and an oral test.
Attending students will be asked to participate in a group project aimed at assessing skills in the design of a marketing campaign.</p>
</div>
<div class="col-6 col-12-small">
<h3>Non-Attending Students</h3>
<p>The exam consists of a written test and an oral test. Non-attending students will be asked to solve exercises during a written exam and oral discussion.</p>
</div>
</div>
<hr />
<!-- Break -->
<h2 id="content">Slides & Materials [<a href="https://unipiit-my.sharepoint.com/my?id=%2Fpersonal%2Fa029336%5Funipi%5Fit%2FDocuments%2FTeaching%2FTMW%2FTWM2022%2D23%2Fteaching%20materials&ga=1" target="_blank">folder</a>]</h2>
<p>Students are required to study the slides and read the selected chapters from the books. <a href="https://unipiit-my.sharepoint.com/my?id=%2Fpersonal%2Fa029336%5Funipi%5Fit%2FDocuments%2FTeaching%2FTMW%2FTWM2022%2D23%2Fteaching%20materials&ga=1" target="_blank">Folder </a> is restricted. Ask for permits </p>
<h3>Seminars</h3>
<ul>
<li>30 March 2023 - Gabriele Benedetti: <a href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/slides/L14-2023-benedetti.pdf?csf=1&web=1&e=eMKfSp" target="_blank">"Web marketing for non-profit organizations in the GDPR era".</a></li>
<li>04 May 2023 - Lucia Passaro: <a href="https://unipiit-my.sharepoint.com/my?id=%2Fpersonal%2Fa029336%5Funipi%5Fit%2FDocuments%2FTeaching%2FTMW%2FTWM2022%2D23%2Fteaching%20materials%2Fslides%2FTWM2223%5FL17%5FPassaro%2DBeyond%20Marketing%20Metrics%2Epdf&parent=%2Fpersonal%2Fa029336%5Funipi%5Fit%2FDocuments%2FTeaching%2FTMW%2FTWM2022%2D23%2Fteaching%20materials%2Fslides" target="_blank">"Beyond Marketing Metrics: Measuring Engagement in Social Media Throughout the Natural Language Interactions"</a></li>
<li>18 May 2023 - Chiara Bianchini: <a href="https://unipiit-my.sharepoint.com/my?id=%2Fpersonal%2Fa029336%5Funipi%5Fit%2FDocuments%2FTeaching%2FTMW%2FTWM2022%2D23%2Fteaching%20materials%2Fslides%2FTWM2223%5FBianchini%5Fsocialmedia%2Epdf&parent=%2Fpersonal%2Fa029336%5Funipi%5Fit%2FDocuments%2FTeaching%2FTMW%2FTWM2022%2D23%2Fteaching%20materials%2Fslides" target="_blank">"Social media marketing for no-profit campaigns: the example of civil protection"</a></li>
</ul>
<h4>Timetable</h4>
<div class="table-wrapper">
<table class="alt">
<thead>
<tr>
<th>Date</th>
<th>Lecture</th>
<th>Slides</th>
<th>Material / Reference</th>
</tr>
</thead>
<tbody>
<tr>
<td>21/02/2023</td>
<td>Introduction. What is (web) marketing? Reminders on Internet, Web, URLs and HTML</td>
<td><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/g/personal/a029336_unipi_it/ESXfyVrT-dhOtdVGJA4sjb4Be8d3UHSmlfBJLsLNXoAX5g?e=ueolUs">Introduction and reminds</a></td>
<td>
<ul class="no-bullets">
<li>M. Miller. <em>The Ultimate Web Marketing Guide</em>. Pearson, 2011. <a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/references/L1_uwm124.pdf?csf=1&web=1">Chps. 1, 2, 4</a></li>
<li>D. Raggett. Getting started with HTML, advanced HTML, a touch of style. <a target="_blank" rel="noopener" href="https://www.w3.org/MarkUp/Guide/">W3C Guides</a></li>
</ul>
</td>
</tr>
<tr>
<td>23/02/2023</td>
<td>Web analytics. Clickstream</td>
<td><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/slides/TWM2223_L2_02.Web%20analytics.Clickstream.pdf?csf=1&web=1&e=vpGeiS">Clickstream</a></td>
<td>
<ul class="no-bullets">
<li>R. Kimball, R. Merz. <em>The Data Webhouse Toolkit</em>. Wiley, 2000. <a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/references/L2_km4.pdf?csf=1&web=1&e=aTICq0">Chp. 4</a></li>
<li>B. Clifton. <em>Advanced Web Metrics with Google Analytics</em>. Wiley, 2012 (3rd). <a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/references/L2_awm12.pdf?csf=1&web=1&e=I7vcOY">Chps. 1–2</a></li>
<li>(optional) T. Bujlow et al. <a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/references/L2_survey_web_tracking.pdf?csf=1&web=1&e=rNzzMR">A Survey on Web Tracking</a> (2017)</li>
</ul>
</td>
</tr>
<tr>
<td>28/02/2023</td>
<td>Clickstream. Web analytics metrics. Introduction to Google Analytics</td>
<td>
<ul class="no-bullets">
<li><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/slides/TWM2223_L3_02.LogProcessing.pdf?csf=1&web=1&e=DRYOte">Log Processing</a></li>
<li><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/slides/TWM2223_L3_03.WebMetrics.pdf?csf=1&web=1&e=ODnBxw">Web Metrics</a></li>
</ul>
</td>
<td>A. Kaushik. <em>Web Analytics 2.0</em>. Wiley, 2010. <a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/references/L3_wa35.pdf?csf=1&web=1&e=dAdctH">Chps. 3, 5</a></td>
</tr>
<tr>
<td>02/03/2023</td>
<td>Google Analytics demo</td>
<td><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/slides/TWM2223_L4_04.GoogleAnalytics.pdf?csf=1&web=1&e=gOufje">Google Analytics</a></td>
<td><a target="_blank" rel="noopener" href="https://support.google.com/analytics/topic/3544907?hl=en&ref_topic=1009455">Google Analytics — training and support</a></td>
</tr>
<tr>
<td>07/03/2023</td>
<td>Google Analytics demo (pt. 2). Project presentation and important dates</td>
<td>
<ul class="no-bullets">
<li><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/slides/TWM2223_L5_04.GoogleAnalytics_pt2.pdf?csf=1&web=1&e=3lWs2x">Google Analytics</a></li>
<li><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/slides/TWM2223_Project.pdf?csf=1&web=1&e=lqYsMP">Group Project and important dates</a></li>
</ul>
</td>
<td><a target="_blank" rel="noopener" href="https://support.google.com/analytics/topic/3544907?hl=en&ref_topic=1009455">Google Analytics — training and support</a></td>
</tr>
<tr>
<td>09/03/2023</td>
<td>Finding information on the Web. Search engine ranking metrics</td>
<td><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/slides/TWM2223_L6_09.FindingInfoWeb.pdf?csf=1&web=1&e=uXdUPl">Finding information in the Web</a></td>
<td>E. Enge et al. <em>The Art of SEO</em>. O’Reilly, 2012. <a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/references/L6_ArtSEO12.pdf?csf=1&web=1&e=ELyc3l">Chps. 1, 2</a></td>
</tr>
<tr>
<td>14/03/2023</td>
<td>PageRank</td>
<td><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/slides/TWM2223_L7_10.PageRank.pdf?csf=1&web=1&e=7CO70F">PageRank</a></td>
<td>M. Levene. <em>An Introduction to Search Engines and Web Navigation</em>. Wiley, 2010. <a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/references/L7_SEWN05.pdf?csf=1&web=1&e=zrDbwZ">Chp. 5</a></td>
</tr>
<tr>
<td>16/03/2023</td>
<td>SEO-friendly websites</td>
<td><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/slides/TWM2223_L8_11.SEOfriendlyWebsites.pdf?csf=1&web=1&e=RIqBLl">SEO-friendly websites</a></td>
<td>
<ul class="no-bullets">
<li>E. Enge et al. <em>The Art of SEO</em>. O’Reilly, 2012. <a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/references/L6_ArtSEO12.pdf?csf=1&web=1&e=iFTCP1">Chp. 6</a></li>
<li><a target="_blank" rel="noopener" href="https://developers.google.com/search/docs/fundamentals/seo-starter-guide?hl=en">Google SEO Starter Guide</a></li>
</ul>
</td>
</tr>
<tr>
<td>21/03/2023</td>
<td>Keyword research. Google Ads (Keyword Planner) demo. Intro to online advertising</td>
<td><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/slides/TWM2223_L9_12.KeywordResearch.pdf?csf=1&web=1&e=66o95j">Keyword Research</a></td>
<td>E. Enge et al. <em>The Art of SEO</em>. O’Reilly, 2012. <a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/references/L9_ArtSEO5.pdf?csf=1&web=1&e=Lb3ArK">Chp. 5</a></td>
</tr>
<tr>
<td>23/03/2023</td>
<td>Search engine advertising</td>
<td><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/slides/TWM2223_L10_13.SearchEngineAdvertising.pdf?csf=1&web=1&e=iTh4z3">Search engine advertising</a></td>
<td>M. Miller. <em>The Ultimate Web Marketing Guide</em>. Pearson, 2011. <a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/references/L10_uwm1416.pdf?csf=1&web=1&e=lQm0dC">Chps. 14–16</a></td>
</tr>
<tr>
<td>28/03/2023</td>
<td>Display advertising. Group project and important dates</td>
<td>
<ul class="no-bullets">
<li><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/slides/TWM2223_L11.OnlineAdvertisingPart2.pdf?csf=1&web=1&e=KHIDcR">Display advertising</a></li>
<li><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/slides/TWM2223_Project_pt2.pdf?csf=1&web=1&e=ZS8GwK">Group Project and important dates (updated)</a></li>
<li><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/slides/TWM2223_L11.OnlineAdvertisingDemo.pdf?csf=1&web=1&e=h1Y1vL">Demo Display advertising</a></li>
</ul>
</td>
<td>A. Kaushik. <em>Web Analytics 2.0</em>. Wiley, 2010. Chp. 12</td>
</tr>
<tr>
<td>04/04/2023</td>
<td>Web Personalization</td>
<td><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/slides/TWM2223_L12.WebPersonalization.pdf?csf=1&web=1&e=a1o1uk">Web Personalization</a></td>
<td>N. Cheng et al. (2011). Author gender identification from text. <em>Digital Investigation</em> 8: <a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/references/L12_genderinference.pdf?csf=1&web=1&e=GTRCx5">78–88</a></td>
</tr>
<tr>
<td>06/04/2023</td>
<td>Controlled experiments on the Web. Google Optimize demo</td>
<td><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/slides/TWM2223_L13.Controlled%20Experiments.pdf?csf=1&web=1&e=cO6abJ">Controlled experiments</a></td>
<td>R. Kohavi et al. Controlled experiments on the web: survey and practical guide. <em>DMKD</em> (2009). <a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TMW2022-23/teaching%20materials/references/L17_ControlledExperimentsOnTheWeb.pdf?csf=1&web=1&e=QK98x3">18:140–181</a></td>
</tr>
<tr>
<td>27/04/2023</td>
<td>Recommender systems: collaborative filtering</td>
<td><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TWM2022-23/teaching%20materials/slides/TWM2223_L15.RS1.pdf?csf=1&web=1&e=rvTDOT">Collaborative filtering RS</a></td>
<td>SW/Dataset: <a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:u:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TWM2022-23/teaching%20materials/references/L15_CFpy.zip?csf=1&web=1&e=1h2oi7">CF example</a></td>
</tr>
<tr>
<td>02/05/2023</td>
<td>Recommender systems: content-based filtering</td>
<td><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TWM2022-23/teaching%20materials/slides/TWM2223_L16_RS2.pdf?csf=1&web=1&e=if2eBO">Content-based RS</a></td>
<td>
<ul class="no-bullets">
<li>D. Jannach et al. <em>Recommender Systems: An Introduction</em>. CUP, 2010. <a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TWM2022-23/teaching%20materials/references/L15_RS23.pdf?csf=1&web=1&e=HPtF9j">Chps. 2–3</a></li>
<li>SW/Dataset: <a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:u:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TWM2022-23/teaching%20materials/references/L16_CBpy.zip?csf=1&web=1&e=iCS4WK">CB example</a></li>
</ul>
</td>
</tr>
<tr>
<td>16/05/2023</td>
<td>Social Media Marketing</td>
<td><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TWM2022-23/teaching%20materials/slides/TWM2223_L18_SMM.pdf?csf=1&web=1&e=s00VQw">Social Media Marketing</a></td>
<td></td>
</tr>
<tr>
<td>25/05/2023</td>
<td>Exercises and exam modalities</td>
<td><a target="_blank" rel="noopener" href="https://unipiit-my.sharepoint.com/:b:/r/personal/a029336_unipi_it/Documents/Teaching/TMW/TWM2022-23/teaching%20materials/slides/TWM2223_L19_ExamModalities_Exercises.pdf?csf=1&web=1&e=X787Zv">Exercises and exam modalities</a></td>
<td></td>
</tr>
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