1. Customer Journey Based Marketing Plan
What: Your Offer
Option 1:
Digital Marketing Nanodegree Program
Create a Customer Journey Based Marketing Plan with the goal of signing up new customers to the DMND Program in one quarter.
Budget: $50,000
�Profit: For the purpose of this assignment, the cost of the Nanodegree is $999, assume a profit margin of 30%, meaning that Udacity makes $299 in profit per student that signs up.
�Campaigns: We want to aggressively grow the program, but, we want to do it without losing money.
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Marketing Objective:
Your Company’s Product/Service
What is the marketing objective for your marketing efforts?
The marketing objective for DMND is to have more student’s sign-ups as possible at least 168 per quarter, using a budget of $50,000 to use in different channels, during one quarter starting in April 20,2020.
The primary KPI is to make ads campaigns distributing the total budget in the correct channels such as facebook and Adwords to reach at least 168 sign-ups, and not having a negative ROI.
Who Are Our Customers?
Target Persona �
Background and Demographics | Target Persona Name | Needs |
25-45 years old All territories Everyone that is interested in digital marketing skills | Stacy | Learn about digital marketing Adding digital marketing skills in personal grow Grow in a job position |
Hobbies | Goals | Barriers |
Reading or learning about advertising online Create strategies | Being an expert in digital marketing Learn about marketing strategies | Technology barriers Time to spend in the online classes |
Phases of the Customer Journey�
When+How+Where = Marketing Tactics | |||||
Customer Journey | Awareness | Intent | Desire | Action | Post Action |
Message | -Distribute information about what the DMND offers to everyone who is interested in digital marketing, such as topics, support and benefits . � | -Informs the customer about DMND content, primarily the syllabus content. | Provide information to the customers about why Udacity DMND program is better than others, showing content and material given. | Distribute information to customers to create confidence taking action, such as students testimonials. | Distribute information about the classes and a friendly reminder of Udacity’s support. Also giving the customer information about latest deals, offered products and all Udacity’s informations the customer would be interested in. |
Channel | -Social media Facebook ads, Twitter ads, Google ads�� | -Landing page -Social media | -Udacity web page -Re-targeted ads
| -Udacity web page -Newsletters | |
2. Budget Allocation
DMND
Budget Allocation
Awareness: Budget Allocation for Media
Channels | Planned Spend | Cost Per Click | Number of Site Visits | Average Conversion Rate | Total Sales |
4,000 | $1.25 | 3200 | 0.05% | 2 | |
AdWords Search | 10,000 | $1.40 | 7,143 | 0.05% | 3 |
Display | | $5.00 | 0 | 0.05% | 0 |
Video | | $3.50 | | 0.05% | 0 |
Total Spend | 14,000 | 12 | 10,343 | .2% | 5 |
Interest: Budget Allocation for Media
Channels | Planned Spend | Cost Per Click | Number of Site Visits | Average Conversion Rate | Total Sales |
15,000 | $0.50 | 30,000 | 0.1% | 30 | |
AdWords Search | 4,000 | $1.50 | 2,667 | 0.1% | 3 |
Display | | $3.00 | | 0.1% | |
Video | | $2.75 | | 0.1% | |
Total Spend | 19,000 | 8 | 32,667 | .4% | 33 |
Desire: Budget Allocation for Media
Channels | Planned Spend | Cost Per Click | Number of Site Visits | Average Conversion Rate | Total Sales |
14,000 | $0.30 | 46,667 | 0.3% | 140 | |
AdWords Search | 3,000 | $1.50 | 2,000 | 0.3% | 6 |
Display | | $3.00 | | 0.3% | |
Video | | $2.75 | | 0.3% | |
Total Spend | 17,000 | 8 | 48,667 | 1.2% | 146 |
ROI: Budget Allocation for Media
Phase | Total Spend | Total Number of Site Visits | Total Number of Sales | Profit Per Sale | Total Profit | ROI |
Aware- ness | 14,000 | 10,343 | 5 | $299 | 1495 | -12,505 |
Interest | 19,000 | 32,667 | 33 | $299 | 9867 | -9,133 |
Desire | 17,000 | 48,667 | 146 | $299 | 43,654 | 26,654 |
Total | 50,000 | 91,667 | 184 | $299 | 55,016 | 5,016 |
Additional Channels or Recommendations:
Udacity also can use different channels to provide information tu users as LinkedIn and Twitter. I thought in these channels because, I think is where a lot people get in to search recommendations. Also, because they have a lot of traffic, thousands of people use these channels everyday.
3. Showcase Work
Andia has a non-marketing campaign, and they want to improve one
The team has no strategy to improve it, and they want to acquire specialized knowledge.
Someone from the team can take marketing classes
What kind of classes
To improve marketing strategy, someone needs to know how to do it from experts
Andia will grow as a company if there is a marketing campaign
Online classes to improve strategy faster
A Nanodegree program to have a better background for marketing campaign
Market your Content�
Because I think it is an excellent way to increase Andia followers by posting an insight into our blog. People will understand better with an insight post, or they will find it more attractive.
I think twitter is a perfect way to get close with followers. They will interact with Andia from the beginning of the blog posts.
LinkedIn it is a great platform to have engage with our target persona.
Run a Facebook Campaign�
Campaign Results: Performance
Campaign Results: Demographics
Campaign Results: Placement
Ad Set Data: Performance
Ad Set Data: Delivery
Ad Set Data: Engagement
Keywords
| Head Keywords | Tail Keywords |
1 | Cyber-security regulation | cyber security compliance standards |
2 | Innovation management | innovation management system |
3 | Technology early adopters | early adopters |
4 | Innovators | Innovators market system |
5 | Tech innovators | Tech innovators market |
Technical Audit: Backlink Audit�
| Backlink | Domain Authority (DA) |
1 | 92 | |
2 | 91 | |
3 | 85 |
Search Engine Optimization (SEO) Audit�
| Head Keywords | Tail Keywords |
1 | Cyber-security regulation | cyber security compliance standards |
2 | Innovation management | innovation management system |
3 | Technology early adopters | early adopters |
4 | Innovators | Innovators market system |
5 | Tech innovators | Tech innovators market |
URL: andia.io | |
Current | |
Title Tag | view-source:https://andia.io/ |
Meta- Description | <meta name="viewport" content="width=device-width, initial-scale=1, scalable=no"> |
Alt-Tag | <img id="logo" class="wow pulse" alt="Andia" src="img/logo.png"> |
Revision | |
Title Tag | view-source:https://pingler.com/seo-tools/tools/google-indexed-pages-checker/ |
Meta- Description | <meta name="description" content=""> |
Alt-Tag | <img class="pinglogo" alt="logo" src="https://pingler.com/includes/images/pingler/Logo.png"> |
Technical Audit: Metadata
| Backlink | Domain Authority (DA) |
1 | 92 | |
2 | 91 | |
3 | 85 |
Technical Audit: Backlink Audit�
Link-Building
Site Name | ipdata: IP Geolocation, Mobile Carrier, Company & Threat Intelligence API | ||
Site URL | https://ipdata.co/?ref=whatismyip.com | ||
Organic Search Traffic | -7.6% | ||
Site Name | Android Developers | ||
Site URL | |||
Organic Search Traffic | -7.6% | ||
Site Name | free-programming-books/free-programming-books.md at master · EbookFoundation/free-programming-books · GitHub | ||
Site URL | |||
Organic Search Traffic | -7.6% | ||
Now take a moment to evaluate your findings and provide at least three recommendations you would make to DMND to improve their website from an SEO perspective. (250 - 500 word max)
I evaluate my company page. But, I saw that the DMND has fluctuations in performance and is slow, it is essential to reduce that. Also, use format photos such as JPEG 2000, JPEG XR, and WebP for being quicker, and it reduces the use of mobile data. I like the page colors, the font size, and the format it is nice. Technically the only problem I saw it was the photos format. I think its is a really good page, I like the way the information is given, it attract people really easy.
Recommendations
Run an Adwords Campaign�
Keyword List:
Cybersecurity, cyber security system, cyber security risk, user authentication methods, cyber security business, cyber protection, cyber security companies, authentication in cyber security, two factor authentication, cyber safety, security and authentication, security authentication methods, security authentication process, authentication service security, useauthentication, cyber security technology, cyber security information, internet cyber security, explain authentication
secure authentication.
�Keyword List:
account authentication, authenticator app, sign in authentication, auth app, two factor authentication application
facial recognition technology, two factor authentication app, authentication required, google authenticator sign in
authentication required sign into google, threat intelligence, ai development, face recognition sdk, two factor authentication android, biometric face recognition system, verification app, authentication needed, cyber defense, mobile sdk, face identifier, setting up two factor authentication, authentication is required you need to sign in face recognition online,
2 factor authentication app.
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Imagine you had additional budget, how would you use it, given your campaign evaluation?
Yes, because is better to use it like a filter to reach more users that are interested.
Maybe add more about artificial intelligence
Yes, doing different campaigns of ads, with different keywords, and setup the two ads campaigns at the same time
No
�
Evaluate a Display Advertising Campaign�
Creative | Clicks | Impressions | CTR | Avg CPC |
Campaign Results | 1,243 | 200,957 | 0.62% | $0.36 |
Cost | Conversion Rate | # New Students | CPA | ROI +/- |
$448.95 | .2% | 2 | $224.475 | $149.05 |
Results:
Calculate the ROI
Creative | Clicks | Impressions | CTR | Avg CPC |
Campaign Results | 407 | 67.833 | .6% | $.57 |
Cost | Conversion Rate | # New Students | CPA | ROI +/- |
$231.99 | .2% | 1 | $231.99 | $67.01 |
Results: Calculate the ROI
Creative | Clicks | Impressions | CTR | Avg CPC |
Campaign Results | 670 | 109.994 | .61% | $.35 |
Cost | Conversion Rate | # New Students | CPA | ROI +/- |
$234.50 | .2% | 1 | $234.5 | $64.5 |
Results: Calculate the ROI
Imagine you had additional budget, given your campaign evaluation, how would you use it?
Targeting, because in that way we can actually target the group of people that the campaign is build for.
Maybe I would change to a display ads for create more engage.
Would you set up an A/B test, and if so, how would you go about it?
Yes, maybe by using differents Ads, one search ad and the other one display ads. To see which one works better.
No
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Recommendations for future campaigns
Market with Email��
Email Name | Planning Phase | Testing Phase | Send Phase | Analyze Phase |
Email 1 | 6/4 | 7/4 | 8/4 | 9/4 |
Email 2 | 10/4,13/4 | 14/4 | 15/4 A/B testing | 16/4 |
Email 3 | 17/4 | 20/4 | 21/4 | 22/4 |
Week One | Week Two | Week Three | ||||||||||||
M | T | W | T | F | M | T | W | T | F | M | T | W | T | F |
6 | 7 | 8 | 9 | 10 | 13 | 14 | 15 | 16 | 17 | 20 | 21 | 22 | | |
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Final Email
Draft Email
Results Email #1
Results and Analysis | ||||
Sent | Delivered | Opened | Opened Rate | Bounced |
28 | 28 | 14 | 14 | 0 |
Results Continued Email #1
Results and Analysis | ||||
Clicked | CTR | Take Action | Conversion | Unsub |
0 | 0 | 0 | 0 | 0 |
Final Recommendations
Based on the work you did throughout this project, what would you do for Emails #2 & 3.
Write a better message, less information and more customer focused.
I will organized better the information.
If someone unsubscribes, we probably erase their information for good, because otherwise they will feel uncomfortable.