ADV 442 Midterm PDF

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study guide and notes of what will be on the midterm...

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ADV 442 Midterm Automatic content recognition (ACR) Samba case study Metric KPI Reach Engagement Impressions API Segmentation Clickstream data CPMs Average monthly audience Programmatic advertising Google trends data Cookies Audience analysis Demographics Psychographics Geography Media segmentation Secondary research vs platform data Customer persona First party vs third party data Influencers Social network analysis concepts, including nodes ties centrality clusters Facebook ad targeting Hubble case study Browser plugin Algorithm Auditing an algorithm Algorithmic bias GDPR What is it? Where does it apply? What are the basic requirements? CCPA Contrast to GDPR Data privacy Opt-in vs Opt-out culture McDonald’s case study Netflix analytics case study

Comscore data Privacy Badger Secondary research Hungerithm case study Lexicon “Bag of words” approach Supervised machine learning Web analytics as a practice Google Analytics dashboards: Real time Audience Acquisition Behavior Segmentation (in Google Analytics) Organic search Paid search Exit rate Bounce rate Sessions New vs returning users Traffic channels Source Referrals Sentiment analysis Interpret charts (including secondary dimensions) in Google Analytics Be able to read and interpret a spreadsheet and charts created from a spreadsheet...