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- 1. Digital Marketing Specialization – Capstone Project Prepared By: Praveen Sinha January 2017
- 2. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 2 of 36 Table of Contents 1 Executive Summary.......................................................................................3 2 Business Model and Growth Strategy............................................................4 2.1 Growth Strategy ................................................................................................... 4 2.2 Grainger’s Online Presence.................................................................................. 4 2.3 Grainger’s Customers........................................................................................... 5 2.4 Trends................................................................................................................... 5 3 MRO Industries and Distribution....................................................................6 4 Bosch Power Tool..........................................................................................7 4.1 Power Tool Customers21 ...................................................................................... 7 4.2 Social Media Presence ......................................................................................... 9 5 Consumer Decision Journey........................................................................11 5.1 Business Objectives (scenario based) ................................................................ 13 5.2 Key Question to Answer .................................................................................... 13 5.3 Key Data Collection Sources and Analysis........................................................ 15 5.4 KPI’s mapping to business objectives................................................................ 18 5.5 Biases in Data Collection................................................................................... 19 5.6 Steps to Avoid Bias............................................................................................ 19 5.7 Data Analysis and their Category....................................................................... 19 6 Channel and Content Strategy.....................................................................22 6.1 Audience Category 1.......................................................................................... 23 6.1.1 Content Marketing: ..................................................................................... 23 6.1.2 Email Marketing: ........................................................................................ 23 6.2 Audience Category 2.......................................................................................... 24 6.2.1 Content Marketing: ..................................................................................... 24 6.2.2 Email Marketing: ........................................................................................ 24 6.2.3 Integration of Channels:.............................................................................. 25 7 Marketing Plan.............................................................................................25 7.1 Content Marketing Plan ..................................................................................... 25 7.2 Email Marketing Plan......................................................................................... 28 7.3 Grainger Branding.............................................................................................. 29 8 Test and Control Plan ..................................................................................31 8.1 Research Objectives ........................................................................................... 32 8.2 Measures to avoid impact on user experience:................................................... 33 8.3 Testing Content Marketing Campaign68 : ........................................................... 33 9 Bibliography.................................................................................................35
- 3. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 3 of 36 1 Executive Summary This document is the final outcome of Capstone project on Digital Marketing Specialization for University of Illinois, Urbana Champaign through Coursera. This project is designed for students of this specialization to apply digital marketing principles and various concepts they have learned during previous courses and construct a workable digital marketing campaign plan for client Grainger to increase sales of Bosch power tool by 10% on Grainger.com. In this capstone project we started with analysis of Grainger’s existing business model and their customers along with presence in the market. Based on problem statement and given customers scenarios we have identified and analyze following and this document is arranged accordingly: business objectives for each scenarios, key questions to answer, kind of data for analysis and their source, KPIs for business objectives, Channel and Content Strategy Content Marketing Plan Email Marketing Plan Test Strategy This Consolidated Digital Marketing Plan describes in details about business objectives i.e. Build Brand Awareness, Improve Sales Process, Reposition the Brand and Grow Loyalty. For data analysis and to measure various KPIs described in this document different analytical tools can be utilized which includes Google Analytics, Google Trends, Google Webmaster tools, Google Customer Surveys etc. This document also talks about how the outcome from these tools can give powerful insights into various planning and strategic options for content and email marketing and how to make them successful to achieve the objective of this project. At the end we also discussed how to measure the success and tweak the plan to make outcome better.
- 4. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 4 of 36 2 Business Model and Growth Strategy W.W. Grainger, Inc. is a business-to-business distributor of products used to maintain, repair and operate facilities 1. Grainger uses a multichannel business model to serve more than 1.6 million customers of all sizes with multiple ways to find and purchase products through a network of branches, field sales forces, direct marketing through catalogs and Internet channels 2 . 2.1 Growth Strategy Grainger primary strategy for growth is to use e-commerce channel to increase levels of integration with customers, making it easy to do business and build customer loyalty and stickiness 5 . In addition to investing in traditional e-commerce platforms, they are also focusing on adopting mobile technologies and innovating newer approaches for reaching smaller customers. 6 2.2 Grainger’s Online Presence Based on below table the greatest revenues for Grainger were from power tools purchasers who visited the Bosch Power Tools Pages on Boschtools.com and Grainger.com Source: Grainger, Targeting Tools Data, Social Media7 :
- 5. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 5 of 36 2.3 Grainger’s Customers As per Google Hangouts videos, Grainger’s best customers are mainly large, complex organizations which accounts for around 80% of their total volume. Grainger’s secondary customers are local medium/low end users and forepersons. Demographically Grainger’s customers are as below 8 The client list is extremely diversified. Manufacturing (18% heavy, 11% light) is just 30% of revenue 9 . 2.4 Trends Grainger are seeing changes in customers buying patterns, though web is still their primary source and more and more users are shifting towards to mobile and mobile apps with total volume reaching around 70%. Customers can place order while working at site or off business time. The most significant impacting online sales are demand for improved mobile applications 10 .
- 6. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 6 of 36 3 MRO Industries and Distribution MRO industry in North America is huge but very fragmented. Currently MRO market value is well above $150 billion and there are over a hundred different players of various sizes but none of these including W.W. Grainger, Fastenal Company and HD Supply etc hold greater than a single‐digit market share in their respective markets. 12 13 Businesses are ordering more products online, utilizing inventory management solutions and opting to have orders shipped or made available immediately through onsite services 14 .
- 7. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 7 of 36 Source : Grainger FactBook 201614 Below are top 5 big players in MRO industries 17 : 1.Wolseley 2.Würth Group 3.W.W.Grainger 4. HD Supply 5. Sonepar NA 4 Bosch Power Tool Bosch Power tool is the part of Robert Bosch Tool Corporation (RBTC). Bosch designs, manufactures, and sells power tools, rotary tools, and accessories, as well as lawn and garden equipment 19 . 4.1 Power Tool Customers21 Bosch Power Tools primary customers are procurement officers who buy the tools. The secondary customers include end users of these tools who search online for information on products they desire to use at work.
- 8. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 8 of 36 Quality, performance and easy to use are the perceptions comes to mind after using Bosch tools. Bosch SWOT analysis we can derive the following results 22 :
- 9. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 9 of 36 22 RBTC has following five other brands of tools available on Grainger.com: Skil (wide selection of power tools also sold on Zoro.com), Dremel (power tools), RotoZip (saws), Vermont American (hole drillers) and Gilmour (garden hoses, nozzles and sprinklers). 23 4.2 Social Media Presence Bosch Power Tools has presence on social media like Facebook, YouTube, Twitter, LinkedIn etc. YouTube has many videos for power tools starting with Bosch power tool story at(https://www.youtube.com/watch?v=TBbOYd9cZVQ). Bosch also has an extensive presence on website- based “Bob Community,” which attracts 460,000 visitors with 35,000 registrations. 24 Bosch Power Tool on Twitter
- 10. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 10 of 36 8 Bosch Power Tool on Facebook 25 Bosch Power Tool on YouTube
- 11. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 11 of 36 5 Consumer Decision Journey Scenario 1 includes secondary customers and potential primary customers who visit Boschtools.com, look at power tools, but do not visit Grainger.com. In this particular scenario, primary customers may be involve in ‘active evaluation’ of the products by browsing through product information on ‘boschtools.com’ or may be already decided on product but wanted to revisit the specifications of the product before making final call to purchase from somewhere else. As suggested in different marketing research, buyers most often look at the company’s web site (80%) and conduct online research before buying product 28 . Secondary customers may be following an impulse for a need (Trigger), checking brand perception (Initial Consideration Set) or pinpointing the desired purchase option (Active Evaluation for initial Moment of Purchase). Following suggested analyses can be perform to builds brand awareness and redirect customers to Grainger’s web site: 1. Perform traffic analysis on the time spent on Bosch Power Tools Page. 2. Retarget a display ad indicating that Bosch Power Tools are sold on Grainger.com. 3. In response to time spent on Boschtools.com, retarget a display ad with an invitation to join the email registry and upon registration, transmit email touting Grainger.com’s. 4. If found that visitor is not a current Bosch Power Tools customer on Grainger.com, sent an email to consider buying Bosch Power Tools through Grainger again. Scenario 2 reflects customers who enter Boschtools.com, scan power tools and then proceed to Grainger’s power tools section. These include end users in three different stages—Trigger, Initial Consideration Set and those preparing final selections for procurement. Customers might be in active evaluation process and getting close to finalize the products or may by assessing return on Loyalty Loop. Some of them might be looking at description, support and prices before making final call. Following suggested analysis can be done in these scenarios: i. Use traffic analysis to monitor time spent on Boschtools.com and Grainger’s Bosch Power Tools Page, Builds Awareness. ii. After analyzing time spent on the two pages, then send a display ad invitation to join the company’s email registry, following up with email content marketing touting Grainger’s advantages – Influence Consideration. iii. For abandoned shopping cart, engage content marketing with necessary details to complete a buy order on Grainger.com’s. Research has suggested various options and methods for remarketing in case of abandoned carts while the shoppers are still online or once they left. These process are build to bring back customers to the site and buy. 30 Scenario 3 deals with customers who go to Grainger.com but looking in plumbing Page instead of power tools. There can be multiple possibly scenarios like customer might need plumbing tools on top of power tools, they might be in mode of multiple procurement and ‘Initial Consideration’/’Active Evaluation’ is under process. Besides above mentioned below analysis can be done for better results: a. Analysis on abandoned shopping cart and actions to send emails to complete the shopping – Improve Sales Process. b. If recent Bosch Power Tools customer on Grainger.com, sending a questionnaire asking them about past experience to encourage future business – Reposition the Brand. c. Building brad awareness through value driven digital content 31
- 12. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 12 of 36
- 13. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 13 of 36 29 5.1 Business Objectives (scenario based) In scenario 1 customer visits Boshtools.com, look at a power tool but do not visit Grainger.com. Business Objective: Build Brand Awareness. Potential customers might not aware of Grainger selling Bosch power tool and at what price. Building awareness among customers about Grainger as possible option to buy power tools could be one of the business objective. In scenario 2 customer visits Boshtools.com, look at a power tool and then log in to Grainger.com and visit the power tools category Business Objective: Grow Loyalty. Potential customers aware of Grainger selling Bosch power tool and their price is competitive in market. They might be on this site before and wish to advocate for this brand. Business objective should be to grow loyalty by providing some benefits to regular customer and make sure they do not abandon the shopping cart and buy power tool from here 32 . In scenario 3 customer visits Boshtools.com, look at a power tool and log into Grainger.com to visit the plumbing category not power tools Business Objective: Reposition the Brand. The idea behind repositioning the brand is to keep potential customers aware of Grainger selling Bosch power tool and satisfy their wants and need. It should able to increase customers engagement and identity as Bosch power tool supplier 33 . Business Objective: Improve Sales Process. How to win customers and convert visitors to buyers, does sales effort is converting to 5.2 Key Question to Answer
- 14. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 14 of 36 34
- 15. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 15 of 36 Prof. Kevin Hartman lectures on data collection as part of Digital Marketing course, there are primarily four steps to perform analysis on any section of customer journey. For each business objectives, key question to answer should be defined and how to find answer for the question. : 1) Plan - define quantifiable objective 2) Collect – use data mining tools and data management programs for analysis 3) Analyze – Conduct analysis to recommend suggestions 4) Report - Generate easy to understand reports and communicate clearly 35 . 35 5.3 Key Data Collection Sources and Analysis In order to satisfy selective business objectives from previous module, we can have following key data collection done via various data mining tools and have analysis done on them.
- 16. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 16 of 36 http://www.analyzewords.com/index.php
- 17. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 17 of 36 http://likealyzer.com/facebook/grainger https://www.similarweb.com/website/boschtools.com#overview
- 18. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 18 of 36 https://socialblade.com/youtube/user/bluecrew4 5.4 KPI’s mapping to business objectives Digital Marketing Metrics and KPIs are values used by marketing teams to measure and track the performance of their marketing campaigns. By creating specific digital marketing KPIs, it’s easy to determine targets and goals and measure performance based on those values 42 . As per book ‘Marketing Metrics’ published by Wharton Publishing, following KPIs should be keep close eye on for any digital marketing strategy: Awareness: the percentage of potential customers who recognize a brand Attitudes: a measure of a potential customer’s belief or response to a brand Usage: a measure of a customer’s behavior (purchase habits or loyalty) 43
- 19. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 19 of 36 5.5 Biases in Data Collection 5.6 Steps to Avoid Bias 5.7 Data Analysis and their Category There are many different ways to analyze data. Some forms are more complex than others, and some focus primarily on numbers, others center on observations.
- 20. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 20 of 36 Basic Types of Data Analysis 48 Source: Jeffery Leak on Data Science Following data analysis planned for this activity: While looking into different data points provided in this course, descriptive analysis can be done to extract results and KPIs. Like analyzing the behavior of clicking in the CTR KPI reveals that the customer has awareness of the brand.
- 21. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 21 of 36 From above graph Tuesday is the best performing day for advertising spent, with Monday coming second, therefore we should focus our advertising efforts there and avoid promoting Bosch products on Sunday. We can apply an exploratory analysis on our data regarding the overall outcome and the performance correlation to identify patterns inside the numbers or if not any to get direction on where we can optimize our purchase funnel.
- 22. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 22 of 36 We can assume that these are loyal Bosch product fans therefore we should focus our next marketing efforts on them (display remarketing, email marketing, phone calls, print catalogues, etc) 50 Exploratory analysis takes the descriptive data and forms patterns of customer activity. Causal relationships may be deduced from the exploratory analysis. However, this causal connection must be later verified through survey research. Then, predictions can be made about expected behavior of the market segment—when one variable exists, another variable will soon follow. If we had Conversion Data from each distinctive channel, social media, remarketing, PPC, display, email, etc, we could also perform a very trustworthy predictive analysis to optimize our performance across all channels. The final analysis that we would be doing if we had the relevant data would be an inferential analysis in which we would use Usability Studies, Voice of Customer Studies and other surveys to come to meaningful assumptions regarding the other two Business Objectives (Loyalty, Brand Reposition). 50 6 Channel and Content Strategy As per ‘Joe Pulizzi’, author of “Get Content, Get Customers” content marketing: “How a brand creates, delivers and governs original or curated content to attract and retain customers, positioning the brand as a credible expert and, ultimately, motivating a change in behavior”. 52 Content marketing involve around what is being created across channels, who it is intended for, and what purpose it serves. The sweet spot for content marketing lies in an intercept between the marketing goals of a brand, the brand personality as it guides and differentiates that brand in the marketplace, and the consumer motivation for paying any attention to a brand at all. 53
- 23. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 23 of 36 6.1 Audience Category 1 (new or existing customers landing on Grainger.com directly): 6.1.1 Content Marketing: 1) New customers can be targeted with banner ads that promote Bosch tools and combined with A/B multivariate testing optimizes the outcome performance. Display Advertising can be used through the Grainger.com website showing banners with Bosch tools products or offers optimized with A/B testing. 2) Existing customers can be targeted by creating personalized display content based of customers prior purchasing or browsing history. 53 6.1.2 Email Marketing: 1) For existing customers email advertising can be used as a great tool to leverage and increase sales performance. Grainger can target these customers that are more inclined to buy power tools or have shown interest in Bosch brand. A/B testing is again the key for performance here. 2) For existing customers email campaign is either on a. Initial Consideration Set or b. Post Purchase Experience And following business objective should be able to satisfy:
- 24. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 24 of 36 1) Voice of Customer (Do the experiences delivered fulfil consumer expectations?) Consumer Satisfaction Product Reviews Relevant Product Offers etc. 2) Loyalty Relationship (Am I part of the initial consideration set?) New Products Advertisement Promotional Offers 54 6.2 Audience Category 2 (new or existing customers landing on Boschtools.com directly): There are various ways or options to track users of category 2 who is visiting Boschtools.com, i.e.: Tracking Cookies and Scripts Browser Fingerprinting User Agent etc. HTTP Referrer Using any of above mechanism, we do have option to display personalized content of BoschTools while the same customer is browsing Grainger site. 4 Also the Boschtools.com reference traffic should be set individually as a segment in the Grainger analytics platform to quickly identify and analyze this traffic 55 . 6.2.1 Content Marketing: Scenario 1: Customers who does not visit Grainger after visiting Bosch tools can be tracked and displayed banner ads from Grainger and drive them back to the site. Scenario 2: The specific cookie and reference analytics can be used to identify this audience and when they login into the website show them a relevant banner adds with new tools or promotional offers. Scenario 3: One of above techniques can be used to track this customer and the promotional banners can follow them across all Grainger website. 56,57 Other search engines (i.e. Google) or advertising platforms (i.e. facebook, twitter etc) can be used to deliver banner ads with contextual targeting for keywords like “power tools” or “cordless tools” to drive more potential customers to the Grainger.com website. 6.2.2 Email Marketing: Boschtools should promote options for user to join mailing list or register themselves for various future benefits. User’s email information can be used on Grainger’s side for various remarketing reasons in different ways.
- 25. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 25 of 36 Scenario 1: Customers who does not visit Grainger after visiting Bosch tools can be tracked and sent them remarketing emails with link to Grainger web site and some promotional offers. Scenario 2: Grainger can filter and send follow up emails to customers of this category with contents like: • New tools advertisements, • Promotional offers, • Relative advantages of Grainger’s, • Future benefits of being Grainger’s customer etc. This will drag customers towards Grainger and will increase sales. Scenario 3: Grainger can track customers of this particular category and offer some Bosch power tool advantages, combined promotional offers while buying others tools from Grainger etc. 58 6.2.3 Integration of Channels: While each of these channels will play a critical role in content strategy, the real power is when company can integrate two or more of the channels into one campaign or initiative. This is referred to as converged media or “native advertising.” Popular sites are as Buzzfeed, Crave and Forbes. To evaluate cross-channel integration, content audit is important and it's important to look at content marketing as a piece of the overall integrated marketing communications plan. 59 7 Marketing Plan 7.1 Content Marketing Plan Based on various analyses conducted in content and email marketing for different companies, following tips and techniques can be useful to make this content marketing campaign successful for Grainger.com: 1. Grainger should opt for Native ads which are viewed 53% more than banner ads. (Source: http://www.dedicatedmedia.com/articles/the-power-of-native-advertising) 2. Grainger should target campaign for customers visiting their site or BoschTool, users who are retargeted are 70% more likely to convert. (Source: http://www.digitalinformationworld.com/2014/09/infographic-retargeting-advertising- statistics.html)
- 26. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 26 of 36 3. Grainger should invest on rich media content marketing like Videos on ‘Youtube’ or ‘Facebook’, native ads that include rich media boost conversion rates by up to 60%. (Source: http://www.adweek.com/socialtimes/rich-media-native-advertising-infographic/147279?red=st) 4. Grainger should use Google Display Network to increase in conversions and impressions.(Source: Google) 5. Below are few incredible stats from Wishpond, displaying advantages of retargeting ads. 60 Content strategy used should be focused around the Bosch power tools products which is our main sales target and their unique characteristics, such as durability and quality of manufacturing along with Reviews that add to the overall estimate of the brand.
- 27. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 27 of 36
- 28. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 28 of 36 61 7.2 Email Marketing Plan Below are few tips and techniques for making email marketing successful for Grainger’s Creating personalized, engaging content is key to a successful email strategy. A strong subject line can enhance email open rate, but customers are more likely to read and engage if the message’s content is relevant to them. Personalized emails create a more profound experience. With the Predictive Intelligence platform in Marketing Cloud, real-time messages to each customer highlight your focus on their specific needs and interests. Grainger’s follow-up email to end users will emphasize how end users fulfill Grainger’s slogan, “for the ones who get it done” as one of the “Everyday Heroes” celebrated on Grainger’s YouTube feed. 62 Email sample for improving Sales Process with Abandoned Shopping Carts: Those who abandoned a shopping cart or who have made a past purchase constitute sales leads for purchases. It is important to customize the information to uniquely address each buyer persona and the products they were already evaluated and in process of purchase Email Sample for new registered User on Grainger’s site: Grainger should send personalized welcome email to all new registered users with the message of thanks for joining Grainger plus various advantages of joining Grainger along with 10%-15% coupon for first purchase. The goal is to make Grainger the ultimate choice in Active Evaluation/Reassessment phase of the CDJ. One best practice is to personalize the content to the individual buyer persona whenever possible.
- 29. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 29 of 36 7.3 Grainger Branding A successful content strategy creates a consistent online brand for audience, across all platforms. Grainger is very successful doing this over time.B2B online marketing expert Justin King refers to the “F-shape for usability”. Grainger uses a variation of the F-shape to great success. You can see how the top and left-hand side of the home page provide easy navigation to the product areas that are typically part of a new visitor’s initial search. Make sure Grainger’s home page offers multiple ways for visitors to get to product pages quickly (e.g.. via a left hand menu, a header menu and a search box). Show business customers what items are most often bought on Grainger’s website. 63
- 30. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 30 of 36 The tone followed should be direct and accurate emphasizing to the fact that Boschtools are the tools to get the job done, with safety and ease which is what all the potential customers want. The visuals used should focus on the worker and the benefits that he acquires from these unique products. To make sure that the visual is aligned with the Brand Manual of Boschtools along with that of Grainger all the designs should be made with the collaboration the two creative departments. This is a hard task to accomplish but it is the one that will provide the best possible outcome.
- 31. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 31 of 36 8 Test and Control Plan In order to verify and implement the recommendations from the previous module, we would like to use SMART research approach. SMART defines as 64 : To achieve these SMART objectives in integrated overall marketing strategies, Grainger should conduct primary research on their web site visitors using Google analytics and Google Customer surveys to get insights of following customer behavior and experience: What customers are doing after visiting the web site, What customers are searching for and how easily they find what they are looking for, How well Bosch’s advertisement in capturing consumer’s attention Which segment on various power tool categories are in demand Analysis of customer satisfaction and their web site experience etc. In order to verify and implement these objectives in Digital Marketing and Measurement Plan (DMMP) we need to conduct both Primary and Secondary research on both Quantitative and Qualitative Data.
- 32. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 32 of 36 8.1 Research Objectives Below are three research objectives for this project: 1) Improve Grainger’s sales process by increasing number of customers visiting Grainger web site. To help fulfill this objective, Grainger should have counts of customers visiting their web site in given different scenarios to identify KPIs: 1) Bounce rate 2) First Visit Matric 3) Return Visit Matric 4) Cart Abandon Rate etc. Google Analytics tool can be use to get insight of above research objective before launching content and email campaigns. Getting these quantitative analysis (secondary research) done using data like numbers, figures and statistics and monitor specific KPI’s that are inherently connected with the sales process like ROI (Return On Investment), CPA (Cost per Acquisition) and ROAS (Return On Ad Spent ) and analyze the Conversion Funnel of the Grainger.com website 65 . 2) Grow loyalty among Grainger’s customers should be next research objective. Google Survey analytics tool, it can be used to get insights of customers satisfaction and web site experiences by analyzing their feedback, review, recommendation, complains etc. The data required for this is mostly qualitative (primary research) in nature which can be acquired from tools like Voice of Customer, Google Consumer Surveys, focus groups and other online monitoring tools like https://klout.com/home, https://www.google.com/trends, http://www.socialbakers.com/ etc. Results from this analysis can be used to identify KPIs: 1) Customer LifeTime Value (LTV) 2) Net Promoter Score (NPS) 3) Retention Rate 3) Building Brand Awareness of Grainger selling Bosch power tool would be third research objective. The intent of this objective is to increase the number of customers who are aware that Grainger sells Bosch Power Tools, and convert a percentage into new sales. Data required for this analysis is both qualitative and quantitative. Display ads on various social sites, advertisement sites along with Boschtool.com and monitor user activities on these ads can provide vital insights of brand awareness. Sending emails to registered users with promotional offer, new products etc can drive customers to the site which can be easily measurable. Results from this analysis can be used to identify KPIs: 1) Online Conversion Rate 2) Traffic 3) Social Media Presence 4) Returning Visit Metric etc 66
- 33. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 33 of 36 8.2 Measures to avoid impact on user experience: Since all these research methodologies revolves around content management options like display ads, email, alerts etc. Various steps should be taken to make sure these activities should not make any negative impact to user experience when working on mobile or tablets. Few of these measures are 67 : 1) Build responsive ads to display - it will make ads adjust to the available space 2) All banner ads should work well on smartphones or tablets. 3) Placement for banner ads: top of the page or left above the fold is best place to put banners 4) Size of banner ads: should not too big to cover the main content user is trying to view 5) Horizontal vs Vertical Ads: As per research, horizontal banners are less annoying 6) Avoid Pop ups 7) Frequency of emails: Limit to twice or thrice a week along with promotions 8) Clickable link within email should be in different color like blue and should take use to appropriate page on Grainger web site 9) Video thumbnail is more appropriate then links. 8.3 Testing Content Marketing Campaign68 : A/B Testing: A/B tests involve testing two versions of a website with a single change against each other. The A version refers to the control and the B is the variation. By taking a look at live traffic, rankings, and conversions, A/B testing allows brands to measure a specific action or feature against another. Multivariate Testing: Multivariate testing allows brands to test different balances of variances – including those listed above – while measuring traffic and drawing conclusions from the results.
- 34. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 34 of 36 69 70 Total Word Count: 4562
- 35. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 35 of 36 9 Bibliography 1 Grainger Fact Book 2016 page 0 2 http://csimarket.com/stocks/GWW-Business-Description.html 3 Grainger Fact Book 2016 page 2 -3 4 http://ibisinc.com/blog/how-is-graingers-distribution-strategy-spurring-continued-growth/ 5 http://www.mdm.com/blogs/13-online-marketing/post/29528-online-marketing-2012-11-29-grainger- were-not-close-to-being-done-with-e-commerce 6 http://phx.corporate- ir.net/External.File?item=UGFyZW50SUQ9NjU0NDM3fENoaWxkSUQ9MzU5NjMwfFR5cGU9MQ==&t=1 7 https://www.similarweb.com/website/grainger.com#social 8 http://www.alexa.com/siteinfo/grainger.com 9 http://www.gannononinvesting.com/blog/2016/4/27/distributors-like-grainger-gww-can-benefit-from- their-biggest-corporate-customers-wanting-to-consolidate-suppliers-for-decades-to-come 10 https://www.internetretailer.com/2014/08/05/grainger-sees-bigger-future-mobile-apps 11 Analyst meeting report Nov. 2016 12 http://www.capstonellc.com/sites/default/files/Capstone%20Industrial%20Distribution_Q2%202013.pd f 13 http://www.mdm.com/ext/resources/MRO-Report/2014-MRO-Market-Analysis 14 Grainger FactBook 2016 15 http://www.supplychain247.com/article/five_major_changes_happening_right_now_in_industrial_distrib ution 16 http://www.electricaltrends.com/2016/01/16-distribution-industry-trends-for-2016.html 17 https://www.inddist.com/article/2015/09/2015-industrial-distribution-big-50-list 18 http://www.bosch.us/en/us/our_company_1/business_sectors_and_divisions_1/power_tools_1/power -tools.html 19 http://www.bosch.us/content/language1/html/955.htm20 http://www.futuremarketinsights.com/articles/power-tools-market 21 Coursera BoschTools resource22 https://prezi.com/l0lp2mmrufyt/bosch-swot/23 http://www.boschtools.com/ 24 https://twitter.com/boschtoolsna?lang=en25 https://www.facebook.com/BoschToolsNA26 https://www.youtube.com/BoschToolsNA 27 http://www.bosch-presse.de/pressportal/en/bosch-power-tools-relies-on-user-experience-45570.html28 https://hingemarketing.com/about-hinge/team/team-member/lee_frederiksen 29 http://www.smartinsights.com/marketplace-analysis/consumer-buying-behaviour/what-influences- purchase/ 30 http://www.smartinsights.com/conversion-optimisation/checkout-optimisation/cart-recovery/ 31 http://www.godigitalmarketing.com/learn/blog/building-brand-awareness-through-digital-content- marketing 32 http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/ 33 http://study.com/academy/lesson/brand-repositioning-definition-strategies-examples.html 34 https://www.coursera.org/learn/digital-analytics/lecture/487oL/lesson-2-preparing-for-the-analysis- journey-part-1 35 https://www.coursera.org/learn/digital-analytics/lecture/487oL/lesson-2-preparing-for-the-analysis- journey-part-2 36 http://www.uxmatters.com/37 http://www.qualitative-research.net/index.php/fqs/article/viewArticle/1089/2385 38 http://www.kaushik.net/avinash/web-analytics-2-0-avinash-kaushik/39 http://www.doz.com/analytics/competitive-intelligence-tools
- 36. Praveen Sinha Capstone Project Praveen Sinha - Digital Marketing Capstone University Of Illinois -Urbana Champaign. Jan’17 Page 36 of 36 40 http://getdelve.com/2015/05/time-lag-report-in-google-analytics/41 https://cypressnorth.com/analytics-analysis-support/find-conversion-time-lag-report-google-analytics/ 42 https://www.klipfolio.com/resources/kpi-examples/digital-marketing#gref 43 https://www.klipfolio.com/resources/kpi-examples/digital-marketing/brand-awareness-metric#gref 44 http://www.instantshift.com/2015/05/26/ecommerce-metrics-and-kpis/ 45 http://www.mycustomer.com/experience/voice-of-the-customer/voice-of-the-customer-measurement- which-metrics-are-right-for-you 46 http://www.informationweek.com/big-data/big-data-analytics/7-common-biases-that-skew-big-data- results/d/d-id/1321211 47 https://www.surveymonkey.com/blog/2015/01/14/dont-let-opinions-sneak-survey-4-ways-avoid- researcher-bias/ 48 http://study.com/academy/lesson/types-of-data-analysis.html 49 https://www.truesocialmetrics.com/ 50 https://datascientistinsights.com/2013/01/29/six-types-of-analyses-every-data-scientist-should-know/ 51 http://www.tru-signal.com/articles/why-predictive-analytics-is-a-must-have-for-your-digital-marketing- strategy/ 52 http://www.smartinsights.com/content-management/content-marketing-strategy/ 53 https://www.coursera.org/learn/marketing-channels/lecture/C5f0F/1-2-2-what-is-content-marketing 54 http://www.smartinsights.com/email-marketing/email-marketing-analytics/email-marketing-challenges- 2016/ 55 http://www.howtogeek.com/115483/htg-explains-learn-how-websites-are-tracking-you-online/ 56 http://www.sitefinity.com/benefits/for-marketers 57 http://www.gartner.com/it-glossary/mcm-marketing-content-management/ 58 https://blog.kissmetrics.com/beginners-guide-email-marketing/ 59 https://blog.hootsuite.com/converged-media-brito-part-1/ 60 https://blog.hubspot.com/marketing/horrifying-display-advertising-stats# sm.00000rh9c11apd9os7y2ld0ho2b5h 61 http://www.digitalinformationworld.com/2014/09/infographic-retargeting-advertising-statistics.html 62 https://www.marketingcloud.com/sites/exacttarget/files/deliverables/mc-8-stories-of-email- success.pdf 63 http://ecommerceinsiders.com/ecommerce-websites-grainger-b2b-retail-2213/ 64 http://www.brighthubpm.com/methods-strategies/79126-formulating-smart-objectives-how-do-you- begin/ 65 http://marketingland.com/how-to-set-achieve-smart-online-marketing-goals-97230 66 http://www.smartinsights.com/guides/managing-digital-marketing-2015/ 67 https://reasonandwatson.com/best-practices-banner-ad-design-and-placement 68 http://blog.retargeter.com/strategy-2/develop-testing-strategy-works-business 69 http://www.smartinsights.com/?attachment_id=49021 70 http://blog.retargeter.com/strategy-2/develop-testing-strategy-works-business http://www.digitalcurrent.com/digital-marketing/50-digital-marketing-kpis/ https://www.linkedin.com/pulse/7-most-important-digital-marketing-kpis-track-rameshwar-thakur http://www.instantshift.com/2015/05/26/ecommerce-metrics-and-kpis/ http://labs.openviewpartners.com/critical-brand-marketing-kpis/#.WFd9poTR-00 http://www.kampyle.com/customer-experience-kpis-how-to-apply-voice-of-the-customer-intel-to-boost- them/
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This course is part of the Marketing Strategy Specialization
Marketing Strategy Capstone Project
About this Course
The Capstone Project will require you to take the knowledge you’ve acquired throughout this specialization and put it into practice. Each week is divided into the different components of the Marketing Strategy: Market Analysis, Marketing Strategy, Marketing Mix Implementation and Expected Results. Review each week’s theory and concrete the takeaways with quizzes aimed at reinforcement of the concepts.
After reviewing the material learned you will be asked to analyse the case study: ¨Hotel Ipsum: A Marketing and Commercial Strategy to Survive.¨ Now it’s time to put what you’ve learned to the test! Hotel Ipsum’s General Manager, Rafael Escobedo, is faced with a dilemma: Despite his hotel doing fairly well in terms of sales and profitability, Rafael’s Board of Directors are not satisfied and are demanding an improvement in results. Now it’s up to you to create Rafael’s Marketing Strategy. The outcome could mean one of two things: praise from his Board of Directors…or unemployment! Along with the Capstone are discussion forums, quizzes and peer reviews to aid you in your understanding of the theory given throughout this Specialization. Share your thoughts, ideas and debate with other like-minded learners from all over the globe with the same interest in expanding their marketing knowledge.
Could your company benefit from training employees on in-demand skills?
Ramon Diaz-Bernardo
IE Business School
IE Business School is an internationally recognized business school where the leaders of tomorrow shape their ideas and learn to become global citizens. For over 40 years, IE Business School has promoted innovation and change in organizations, equipping managers with an entrepreneurial mindset that generates employment, wealth, and social well-being.
Regularly featured among the top business schools in the world, IE Business School has an urban campus in Madrid and a faculty of more than 400 professors who teach students from approximately 90 countries in its undergraduate and master programs. IE uses innovative online, face-to-face, and blended learning formats, including the IE Communities Platform where knowledge and experiences are exchanged with over 50,000 IE graduates that currently hold management positions in more than 100 countries worldwide.
See how employees at top companies are mastering in-demand skills
Syllabus - What you will learn from this course
Introduction to the capstone and hotel ipsum: a marketing and commercial strategy to survive case study., conducting market analysis through understanding market research and consumer behavior., developing a marketing strategy through positioning., adapting the marketing mix to your strategy: product, price, place and promotion., expected results and implementation of your marketing plan..
- 5 stars 78.40%
- 4 stars 14.77%
- 3 stars 4.54%
- 1 star 2.27%
TOP REVIEWS FROM MARKETING STRATEGY CAPSTONE PROJECT
I am among the top in my PGP class and even in the office because of the learning from the IE University and Coursera
Excelente curso, super practico por ser orientado al método de caso
About the Marketing Strategy Specialization
Do you hear the word “marketing” on a daily basis, but aren’t sure what marketing really is or why your business needs it? Do you know that marketing is important to your company, product, or service, but aren’t sure where to start?
Cover the concepts and tools you need to successfully develop a marketing strategy for a business, product or service. Begin by understanding consumers and the main market research techniques, then learn how to correctly segment, target and position your product to achieve success. Continue by analyzing the four critical areas in marketing, the famous four Ps of Product, Price, Promotion and Place. Finally, get the backing your ideas deserve and communicate the actions through a Marketing Plan. In the final capstone project you will develop a Marketing Plan for a product or service.
Frequently Asked Questions
When will I have access to the lectures and assignments?
Access to lectures and assignments depends on your type of enrollment. If you take a course in audit mode, you will be able to see most course materials for free. To access graded assignments and to earn a Certificate, you will need to purchase the Certificate experience, during or after your audit. If you don't see the audit option:
The course may not offer an audit option. You can try a Free Trial instead, or apply for Financial Aid.
The course may offer 'Full Course, No Certificate' instead. This option lets you see all course materials, submit required assessments, and get a final grade. This also means that you will not be able to purchase a Certificate experience.
What will I get if I subscribe to this Specialization?
When you enroll in the course, you get access to all of the courses in the Specialization, and you earn a certificate when you complete the work. Your electronic Certificate will be added to your Accomplishments page - from there, you can print your Certificate or add it to your LinkedIn profile. If you only want to read and view the course content, you can audit the course for free.
Is financial aid available?
Yes. In select learning programs, you can apply for financial aid or a scholarship if you can’t afford the enrollment fee. If fin aid or scholarship is available for your learning program selection, you’ll find a link to apply on the description page.
More questions? Visit the Learner Help Center .
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Digital Marketing Capstone
University of Illinois at Urbana-Champaign via Coursera Help
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- Course Overview & Module 1 Client/Brand Analysis
- In this module, you will get an overview of the Captone, learn about the client and the problem statement, and get to know your peers. You will also start research into the client and the brand before you work on your campaign.
- Module 2 The Consumer Decision Journey
- In this module, you will complete the PLAN part of the Marketing Analytics Process. You will map out the Consumer Decision Journey for the scenarios described in the Problem Statement and identify key objectives, the questions to be answered, and plan out your data collection.
- Module 3 Collect and Analyze Data
- In this module, you will continue along the Plan, Collect, Analyze, Report framework you learned in the Marketing Analytics courses to prepare the foundation for your marketing campaign.
- Module 4 The Channel and Content Strategy
- In this module, you will identify and describe the marketing strategy and digital channels to be used for the campaign.
- Module 5 Test and Control Plan
- In this module, you will present a plan to verify and measure the recommendations developed in the digital marketing strategy
- Module 6 Final Digital Marketing Plan Submission
- In this module, you will bring together the previous module submissions in a final report
Vishal Sachdev, Kevin Hartman, Rhiannon Clifton and Aric Rindfleisch
- united states
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Digital Marketing Capstone
Key Information
About the content.
The Capstone is the culminating project in the Digital Marketing Specialization. The corporate partner for the specialization is W.W. Grainger(http://www.grainger.com/) . They are the largest supplier of Maintenance, Repair and Operations (MRO) products. Millions of businesses and institutions worldwide rely on Grainger for pumps, motors, hand tools, janitorial supplies, fasteners and much more. In 2017, they had sales of US Dollar 10.4 Billion, and about 60% of orders originated online. You will be working on a problem specified by the Digital Marketing team at Grainger, to develop a channel strategy to increase sales of Bosch power tools on Grainger.com. You will have the opportunity to combine the tools and techniques obtained through all the courses in this specialization and apply them to a real business problem. The Capstone project will be 6 weeks long. You must take the Capstone project class after taking all the other courses in this Specialization. This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.
Instructors
Aric Rindfleisch John M. Jones Professor of Marketing Department of Business Administration
Kevin Hartman Visiting Professor & Head of Analytics at Google College of Business
Rhiannon Clifton Program Director Charles H. Sandage Department of Advertising
Mike Yao Associate Professor of Digital Media Charles H. Sandage Department of Advertising
Vishal Sachdev Clinical Assistant Professor , Director, Illinois MakerLab Business Administration
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3 Digital Marketing Capstone Project -Grainger and Bosch 1.1Strategy As a company that helps businesses keep their operations running in a safe and efficient manner, Grainger's strategy has been defined by the customer needs. Using a combination of high -touch
3 Executive Summary The work in this document represents the result of six weeks of effort expended to complete the Capstone Project for the University of Illinois at Urbana/Champaign Digital Marketing Specialization through Coursera. The project is designed to help the student apply the principles he has learned in the previous five courses on Marketing in a Digital World, Marketing Analytics ...
This four-week Capstone of the Digital Marketing Specialization is designed to help you apply the principles you have learned in the previous courses. This capstone course is designed to give you hands-on experience in executing a digital marketing campaign for a fictitious firm selling electronics.
Capstone project for completion of course on Coursera. The project is for Digital Marketing Specialization Karan Rustagi Follow Advertisement Advertisement Recommended Digital Marketing Capstone Bosch/Grainger Eva Tamm • Digital marketing plan for W.W.Grainger inc._Sales development of Bosch products Yana Khitrun
Best Capstone Projects 773 views • 5 slides Digital marketing strategies of company in fmcg market. VIVA Report, Mini pro... RohanSilvenia 412 views • 45 slides Digital Marketing Project Report KashikaJauhari 1.8k views • 43 slides DIGITAL MARKETING REPORT nimishb62 423 views • 18 slides Advertisement More Related Content Slideshows for you (20)
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To implement this plan, Innovative Marketing proposed four initiatives and campaigns that supported the strategic framework: • Define brand guidelines • Improve the ecommerce experience • Implement a content marketing campaign • Implement an advertising campaign Last Updated March 24, 2022
EXSM 3918 - Digital Marketing Capstone Project - University of Alberta Research, plan, execute, present, and review a digital marketing plan that will confront a business problem and outline a digital solution for it. https://apps.ualberta.ca/catalogue/course/exsm/3918 read more Coursera Digital Marketing Specialization Review - Reliablesoft
The Capstone Project . BAS Digital Marketing . The capstone is your final project for the BAS Digital Marketing degree, encapsulating what you have learned across classes and showing that you can apply your skills to solve problems. It is essentially a year-long project that spans multiple courses and asks more from students than what
Planning Your Capstone Capstone Projects develop methodologies for solving real-world problems. You will have an opportunity to build your portfolio, solve real-world challenges, and create a comprehensive final test of the skills learned throughout your program. The digital marketing Capstone project should include a comprehensive marketing plan.
The Capstone Project will require you to take the knowledge you've acquired throughout this specialization and put it into practice. Each week is divided into the different components of the Marketing Strategy: Market Analysis, Marketing Strategy, Marketing Mix Implementation and Expected Results. Review each week's theory and concrete the ...
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1700 Coursera Courses That Are Still Completely Free. This four-week Capstone of the Digital Marketing Specialization is designed to help you apply the principles you have learned in the previous courses. This capstone course is designed to give you hands-on experience in executing a digital marketing campaign for a fictitious firm selling ...
February 2015. Uwe Götze. Deryl Northcott. Peter Schuster. This chapter considers simple 'static' analysis methods that assess the absolute and relative profitability of an investment for a ...
You will have the opportunity to combine the tools and techniques obtained through all the courses in this specialization and apply them to a real business problem. The Capstone project will be 6 weeks long. You must take the Capstone project class after taking all the other courses in this Specialization.
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