BusinessAnalytics

Business Analytics Specialization University of Pennsylvania Wharton

https://online.wharton.upenn.edu/business-analytics/

Article Reading: The Importance of Mobile Advertising Review the materials below to get a sense of how real-world companies view the role of mobile advertising in their businesses:

Nick Hugh discusses Yahoo's strategy for data and mobile advertising (https://youtu.be/x1c2HhZDuDU)

What Google’s Mobile-First Rules Mean For Your Marketing Strategy (http://marketingland.com/what-google-mobile-first-rules-mean-for-your-marketing-strategy-126879)

80% Of Facebook's Ad Dollars Come From Mobile (https://www.fastcompany.com/3055999/fast-feed/80-of-facebooks-ad-dollars-come-from-mobile)

How Internet Ads Work An excellent overview of the relationship between internet ads and brick and mortar sales. This lecture provides critical context for understanding why internet advertising is so important and such a big business.

Do Search Ads Affect Brick and Mortar Sales? Prof. Kirthi Kalyanam, Santa Clara University

https://youtu.be/o8d9HiX_JWY?list=PLTKOCDN5EDl76aQoR6t7ey0fam9CiB0h

Definition of the Adblocking Problem Read this article first to get an overview of the ad-blocking problem, and several perspectives on it.

Google, Yahoo, Clash with "Blunt" Ad-blocking Firm

http://www.cnbc.com/2016/02/23/google-yahoo-clash-with-blunt-ad-blocking-firm--shine.html

Whiting Out the Ads, but at What Cost? Read the seminal New York Times article by Noam Cohen, Whiting Out the Ads, but at What Cost?, for a clear description of the effect of ad-blockers

Also available at this link: http://nyti.ms/1OEsC7V

Apple's Support of Adblocking Apple's support of adblocking has been extensively analyzed:

Davidson, Jacob. “Here’s How Apple Could Change the Web Forever”. Time. 2015. 13 October 2015. http://time.com/4052033/apple-iphone-ios-9-ad-blockers/.

Greenberg, Julia. “Apple’s support of ad blocking may upend how the web works.” Wired. 2015. 2 October 2015. http://www.wired.com/2015/06/apples-support-ad-blocking-will-upend-web-works/.

Hern, Alex. “iOS 9 adblocker apps shoot to top of charts on day one” Wired. 2015. 6 October 2015. http://www.theguardian.com/technology/2015/sep/17/adblockers-ios-9-app-charts-peace.

Why Adblockers Are Spurring a New Technology Arms Race Article about adblockers featuring Professor Pete Fader:

http://knowledge.wharton.upenn.edu/article/why-ad-blockers-are-spurring-a-new-technology-arms-race/

Does Your Strategy Need a Strategy? Review these helpful videos and articles about creating strategy:

Does Your Strategy Need a Strategy Part 1 (Knowledge@Wharton article and video)

http://knowledge.wharton.upenn.edu/article/does-your-strategy-need-a-strategy-part-i/

Does Your Strategy Need a Strategy Part 2 (Knowledge@Wharton article and video)

http://knowledge.wharton.upenn.edu/article/does-your-strategy-need-a-strategy-part-ii/

How Advertisers Can Beat Adblockers A sample strategy for beating adblockers:

http://knowledge.wharton.upenn.edu/article/click-here-how-advertisers-can-beat-ad-blockers/

Resources for Thinking About Effects and Outcomes The following resources may be helpful as you work on Module 4:

Non-financial Performance Measures: What Works and What Doesn’t https://knowledge.wharton.upenn.edu/article/non-financial-performance-measures-what-works-and-what-doesnt/