Technology for Web Marketing (TWM), 2023-2024
University of Pisa, Italy

This subject covers key technologies and techniques used in online marketing, focusing on user behavior tracking, analytics, SEO, and online advertising. The course includes practical demonstrations, hands-on Google Ad projects. A substantial part of the teaching material is derived from the previous editions of the TWM course held by Laura Pollacci, Salvatore Ruggieri & Lucia Passaro

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Lec No.	Topic	Materials
1	Lesson Plan, Introduction TWM 22 February, 2024	PPT & Ref
2	Prerequisites: Internet, Web, URLs and HTML 23 February, 2024	PPT
3	Continue: Prerequisites: Internet, Web, URLs and HTML 29 February, 2024	PPT
4	Clickstreams: HTTP protocol, logging user navigation 01 March, 2024	PPT & Ref
5	Clickstreams: user tracking, log processing 07 March, 2024	PPT & Ref
6	Web Analytics Metrics : Financial metrics, Bounce Rate, Exit Page, Engagement, Conversions 08 March, 2024	PPT & Ref
7	Google Analytics : metrics, configuration 14 March, 2024	PPT & Ref
8	Project : Introduction of NMI, Sample Project Report 18 March, 2024	PPT & Ref
9	Google Analytics: demo 28 March, 2024	PPT & Ref
10	Search Engine Optimization 04 April, 2024	PPT & Ref
11	Page Ranking Algorithm : Power Method 05 April, 2024	PPT
12	Page Ranking Algorithm : Recursive Method 11 April, 2024	PPT
13	Developing SEO friendly Website 12 April, 2024	PPT & Ref
14	Keyword Research 18 April, 2024	PPT & Ref
15	On-line advertising in Search Engine 19 April, 2024	PPT
16	On-line advertising in Websites 26 April, 2024	PPT
17	On-line advertising in Websites 02 May, 2024	PPT
18	Web Personalization and User Profiles 03 May, 2024	PPT
19	Presentation of Pre-Campaign report 09 May, 2024	PPT
20	Controlled Experiment 10 May, 2024	PPT & Ref
21	Social Media Marketing 16 May, 2024	PPT
22	Privacy, Profiling, Fairness, Law and Ethics of Data 17 May, 2024	PPT

Reference Books of TWM2023-2024

	Avinash Kaushik, "Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity", ISBN: 978-0-470-52939-3, October 2009, WILEY
	Michael Miller, "The Ultimate Web Marketing Guide",ISBN-8131766969, 9788131766965, 2010, DOI:10.5860/choice.48-5186, QUE Publisher
	Brian Clifton , "Advanced Web Metrics with Google Analytics 3rd Edition" ISBN 111823958X, 9781118239582, John Wiley & Sons, 2012
	Anastasia Holdren, "Google AdWords", ISBN-1449314813, 9781449314811, O'Reilly Media, 2012
	Eric Enge, Stephan Spencer, Rand Fishkin, Jessie Stricchiola, "The Art of SEO: Mastering Search Engine Optimization", ISBN-1449391052, 9781449391058, O'Reilly Media, Inc., 2009
	Mark Levene, "An Introduction to Search Engines and Web Navigation", ISBN-0321306775, 9780321306777, Pearson Education, 2006
	Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis, "Persuasive Online Copywriting: How to Take Your Words to the Bank", ISBN- 0971476993, 9780971476998, Wizard Academy Press, 2003.

Assignments TWM2023-2024

Google Analytics: All of your google account already got access of rourab.com Upload a PDF with the answer of following questions 1)Where non-Italian new visitors did come from in the last month? Show a pie chart with visit percentage per country, excluding Italy2)From which country /pages/blog_content.php get highest hit as landing page in the last month? Show a pie chart with visit percentage per country 3)Which page retain more? Show a chart with difference wrt average time on page for each page.4)Which periods in the last month had the peak of new visitors? Show percentage of new visitors per time

Published on : 2024-04-01, Last date of submission : 2024-04-10

Page Rank Algorithm: Calculate the pagerank of the nodes in the following network using recursive method until you got steady state.

Published on : 2024-05-08, Last date of submission : 2024-05-24

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Technology for Web Marketing (TWM), 2023-2024University of Pisa, Italy

Course Registration Expired

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Technology for Web Marketing (TWM), 2023-2024
University of Pisa, Italy