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MART 330

Integrated Digital Marketing

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Tutorial 1: Introduction to MIMIC Pro

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Practice Test

John Williams

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Agenda

  1. Introduction to the tutorial programme
  2. Introduction to Mimic Pro
  3. Introduction to online tests (Blackboard)
  4. Purchase & registration of courseware (textbook & Mimic Pro license)
  5. Registration of free web hosting account on neocities.org

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Learning outcomes

  1. Understand expectations for the tutorial programme, especially how you will be assessed
  2. Know how to use Mimic Pro
  3. Understand the point of the Mimic Pro assessment
  4. Know how you will be assessed and achieve marks in Mimic Pro
  5. Understand the procedure for the online tests

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The MART 330 Tutorial programme

  • New, assessable, material may be introduced in the tutorial programme
  • You may have homework to do before your tutorial (stated in lecture notes)
  • Emphasis is on self-paced learning & study and group discussion
  • We’ll work on Mimic Pro every week, in groups
    • Discuss in groups, but implement your plans individually. Form groups today or next week.
    • Ideal group size is 5 or 6, so you can get a wide range of thinking, and divide up work
    • If you can’t sit together, you might like to use Etherpad
  • Tests will be every second week, starting in Week 3 (beginning July 24th)
  • We’ll often be using unfamiliar software: welcome to Digital Marketing!

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Internal assessment

  • Online tests
    • Each test is worth 4% of your total grade for the course (i.e. 20% for all the tests)
    • The rules for the test are on p. 6 of the course outline: read them before you start the test
    • When prompted, go to the Assessments page on Blackboard, and then click on Practice test. Do the test, and yell out if you have any trouble or questions.
  • Programmatic advertising simulation (Mimic Pro)
    • Discuss the scenario in groups, but implement decisions individually
    • You performance on the KPIs of Mimic Pro is worth 25% of your grade for the course
    • Feedback from other courses which have used this software is overwhelmingly positive: practical, educational and fun!
  • Software exercises (5 @ 1% each)
    • First one next week: your first (?) proper web site!

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Online tests

  • We’ll do a practice round today
  • Read the instructions on the course outline (p.6), and follow them.
  • I’ll come around and check that you’re following them properly
  • Go to the Assessment page on Blackboard, click on Practice test, but don’t start until I say so

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Mimic Pro

  • Mimic Pro is an online PPC & email advertising simulation
  • You must buy the textbook/Mimic Pro bundle, using a credit card, here: https://home.stukent.com/join/76C-974 (USD $99)
  • There are 10 rounds. At each round you will receive some information about the scenario, and the results of your previous decisions. The aim is to learn from actions, and ultimately, deliver the most value to your employer.
  • Read all the information before making any decisions. Discuss the scenario in your groups, then do the first round (but don’t press “Go”)
    • Watch this video before doing the first round

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Mimic Pro rounds

  • The aim is to select keywords that will induce impressions and clicks at a cost-effective price. The steps are:
    1. Research keywords: number of searches, level of competition, and average price
    2. Optimise landing page/website: URL(s), META tags, page titles, historic hit data
    3. Construct/tweak PPC ad campaign: write copy, assign landing page
    4. Construct/tweak email campaign: choose layouts, write copy, choose images
    5. Review budget: including project revenue, profit & ROI. Make changes if necessary.
    6. Commit. Then wait for the results: around ten to twenty minutes
  • Some fundamental realities to consider:
    • We can just buy impressions & clicks, but at what cost? (Hint: no more than ? from sales!)
    • Your competitors may be bidding to serve impressions to your target market
    • Don’t forget email! PPC is the poster child and email has bad connotations, but maybe email actually works better? Put equal thought into email, and consider the results as carefully.

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Learning from experience

  • Save your decisions and results!
  • Create a structured plan for:
    • Making decisions (ad text, landing pages, bid price etc.)
    • Recording the reasoning behind the decisions
    • Recording the expected result of the decisions
    • Comparing expectations with results
    • Conducting scenario modelling
  • Scenario modelling: each member of the team creates a slightly different plan, then compares which has best (expected) results
  • Best practice: use a spreadsheet (Microsoft Excel, LibreOffice Calc or Google Sheets) to record plans, expectations and results

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Getting a good grade from Mimic Pro

  • You are awarded points for:
    • Revenue: Conversions * price
    • Profits: Revenue - COGS
    • Conversions: units sold
    • Reach: site visits from web and email clicks
    • Profit rank: compared to rest of class
  • Note the last item: the simulation is (partially) competitive
    • Each category of scoring is equally weighted
  • Remember, there are 10 rounds: in early rounds, you should aim to learn how the system works, and how to make good decisions. Optimize in later rounds.

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Round 1 Start early in the semester

1.1. Review scenario

1.2. Product review

1.3. Research keywords

1.4. SEO & website review

1.5. Create 1 Ad campaign

1.6. Create 1 email campaign

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Round 2 - Start after Chapter 4, but don’t end until after chapter 5

2.1. Create at least 3 landing pages

2.2. Create one ad campaign

2.3. Create at least 3 ad groups

2.4. Write at least one ad per ad group

NOTE: Each teammate should be a product marketing manager in charge of at least one landing page, one ad group and one ad for one ad group

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Round 3 Start after Chapter 5

3.1. Review scoreboard results from round 2

3.2. Review campaign performance from round 2

3.3. Analyze Products and Pricing Data and Select 2 New Products to Sell

3.4. Create Landing Pages for the 2 New Products

3.5. Optimize Bids

3.6. Review and Adjust Ads

3.7. Do Keyword Research

3.8. Create at Least 2 New Ad Groups

3.9. Write at Least 1 Ad per Ad Group

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Round 4 - Start after Chapter 8

4.1. Review Scoreboard Results from Round 3

4.2. Review scoreboard results from round 3

4.2. Review Campaign Performance from Round 3

4.3. Review Landing Page Optimization

4.4. Make Minor changes to Ad Campaigns

4.5. Mature your Ad Campaigns

4.6. Create your first email marketing campaign

NOTE: Each teammate should be in charge of at least one email campaign each round

Round 5 Students should be used to the whole platform and know the material.

5.1. Review scoreboard results from round 4

5.2. Review campaign performance from round 4

5.3. Review Results from Email Campaign in Round 4

5.4. Optimize Landing Page Content

5.5. Optimize Bids

5.6. Review and Adjust Ads

5.7. Ad New Ads and Products

5.8. Create Another Email Campaign

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Round 6

6.1. Review email marketing results

6.2. Make necessary tweaks to email marketing campaign

6.3. Write 2 additional email marketing campaigns

6.4. Review scoreboard results from round 5

6.5. Review campaign performance from round 5

6.6. Optimize bids if they are too low or too high

6.7. Learn from the data in analytics

6.8. Optimize landing pages if you aren't satisfied with conversion rates

6.9. Review and adjust ads if needed

6.10. Analyze products and pricing data Consider adding/or discontinuing products

6.11. Add as many keywords and products to your campaign(s) as you would like

6.12. Review and adjust all campaign budgets if necessary

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Round 7 - Repetition follows in the remaining rounds. This gives a chance for late bloomers to catch up and for the whiz kids to practice, test and try different things.

7.1. Bring at least two more products to market via ad campaigns only.

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Round 8

8.1. Bring at least one more product to market via ad campaigns only.

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Round 9

9.1. Optimize Ad Campaigns for Maximum Profitability

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Round 10

10.1. Congrats! You've proven to the boss you know what you're doing!

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Summary

  • Your performance on Mimic Pro will determine half of your internal assessment grade for this course (25% of the total grade)
  • The remaining internal assessment is by five online tests worth 4% each
  • And five software exercises worth 1% each
  • There is no group assessment in this paper
    • Although you’re encouraged to work in groups to learn during the simulation

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Activities

  1. Watch the Mimic Pro Intro video on YouTube if you haven’t done so already
  2. Buy the textbook & Mimic Pro access (bundle) if you have not done so already
  3. Form groups of five to seven, if you have not done so already, for working on Mimic Pro
  4. Register on neocities.org
  5. Read Chapter 6 of the textbook before next week’s lectures

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