Summarized the different marketing campaigns executed and reflected on the results. Evaluated the ROI of the campaigns, compared the results across platforms, then formulated recommendations for future marketing action and budget allocation.

1. Building a Marketing Strategy
Project 8: DMND Portfolio

2. 1.Customer Journey Based Marketing Plan

4. What: your offer

5. Digital Marketing Nanodegree
Budget: $50,000
Profit: For the purpose of this assignment, the cost of the Nanodegree is
$999, assuming 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.

6. Marketing Objective: DMND
My marketing objective is to acquire 200 new customer signups for DMND
program in one quarter.

7. Who Are Our Customers

9. Target Persona
Target Persona
Background & Demographics
1. Male, 25 years old
2. Graduate degree
3. Currently not working
4. Currently staying with parents
5. Lives in India
6. Witty and humble
Hobbies
1. Playing football
2. Watching stand-up comedy
3. Surfing net
Barriers
1. A procrastinator
2. Overconfident about everything
3. Can spend only two hours on
studying in a day
Needs
1. Likes hands-on practice
2. Focusing on career
3. More interested in tools used
4. Expects live assistance to clear
any possible doubts while learning
Name & Image
Goals
1. Wants to be a front end developer
2. Launch a successful career in Digital
Marketing
3. Start a business

11. Phases of the Customer Journey

12. • When+How+Where = Marketing Tactics
• Customer
Journey
• Awareness • Interest • Desire • Action • Post Action
• Message
• Describe DMND program
• What it has to offer to the
target persona
• Will explain benefits
of DMDN program
• Provide unique info
about the program
• Give a promotion
• Explain benefits and
why they should take
it now
• Make sure the
purchase process is
smooth
• Provide assistance if
stuck due to anything
• Product benefits
• Thank you emailInfo
about their new
purchase and
assurance of
assistance when ever
needed
• Channel
• Will write a blog
• Link with informative landing
page
• feed on social media
• Create display and video ads
• Search engine ads
• Feeds and ads on
social media
• Re-target display and
video ads
• Search engine ads
• Organic social media
ads and paid ads
• Re-target display and
video ads
• Email
• Organic social media
ads
• Email
• Organic social media
ads
• Email

13. 2. Budget Allocation

14. Digital Marketing Nanodegree
Budget Allocation for Media

15. Awareness: Budget Allocation for Media
Channels Planned Spend Cost Per Click
Number of Site
Visits
Average Conversion
Rate
Total Sales
Facebook $6000 $1.25 4800 0.05% 2.40
AdWords Search $2000 $1.40 1428.58 0.05% 0.72
Display $1000 $5.00 200 0.05% 0.10
Video $1000 $3.50 258.72 0.05% 0.13
Total Spend $10000 Total # Visitors 6687.30
Number of new
Students
3.35

16. Interest: Budget Allocation for Media
Channels Planned Spend Cost Per Click
Number of Site
Visits
Average Conversion
Rate
Total Sales
Facebook $6000 $0.50 12000 0.1% 12
AdWords Search $2000 $1.50 1333.34 0.1% 1.34
Display $1000 $3.00 333.34 0.1% 0.34
Video $1000 $2.75 363.64 0.1% 0.37
Total Spend $10000 Total # Visitors 14030.32
Number of new
Students
14.05

17. Desire: Budget Allocation for Media
Channels Planned Spend Cost Per Click
Number of Site
Visits
Average Conversion
Rate
Total Sales
Facebook $16000 $0.30 53333.34 0.3% 160
AdWords Search $8000 $1.50 5333.34 0.3% 16
Display $3000 $3.00 1000 0.3% 3
Video $3000 $2.75 1090.91 0.3% 3.28
Total Spend $30,000 Total # Visitors 60757.59
Number of new
Students
182.28

18. ROI: Budget Allocation for Media
Phase Total Spend
Total Number
of Site Visits
Total Number of
Sales
Profit Per Sale Total Profit ROI
Awareness $10000 6687.30 3.35 $299 1001.65 -8998.35
Interest $10000 14030.32 14.05 $299 4200.95 -5799.05
Desire $30000 60757.59 182.28 $299 54501.72 +24501.72
Total $50000 81475.21 199.68 $299 59704.32 +9704.32

19. 3. Showcase Work

20. Market your Content

26. Run a Facebook Campaign

32. Search Engine Optimization
(SEO) Audit

36. Recommendations
1. We can try contacting people who write blogs on Digital marketing and tell them about the program we launched and
what sort of benefits students will get in completing this program and advice these bloggers to recommend our program
if they agree with the benefits. This will create as many backlinks as possible to increase the traffic on our page.
2. We can improve the speed of our page on mobile devices & desktops and make our site more mobile friendly.
3. We have to make sure that Google have our site mentioned on their indexed pages and use as many keywords as
possible to show our page on the first page of Google search.

37. Run an Adwords Campaign

38. Ad Group #1: Ads & Keyword List
Keyword List:
learning, data analysis, learn more, learn online, useful skills, online data analysis, free course, free course online, online, free
learning, skills to learn, free learning, start learning, intro to data analysis, intro to data analysis for free, free intro to data analysis,
what to learn, start free course, start free, start free learning, new skills to learn.

39. Ad Group #2: Ads & Keyword List
Keyword List:
Data analyst, data analysis, what is data analysis, pandas, udacity, analysing data, numpy, intro to data analysis, udacity
nanodegree, data analyst program, nanodegree, data analysis using numpy, data analyst nanodegree, free intro to data analysis,
data analysis using pandas, data analyst nanodegree program, entire data analysis process, udacity data analysis intro, udacity data
analysis program, udacity data analysis nanodegree.

40. Ads

41. Keywords

42. Recommendations for future campaigns
• Moving forward, I’d focus more on words which people tend to search more and using kewords that can attract the
users for their benefits. example, the keyword ‘free course online’ showed people that they would not be paying for
this and hence got attracted.
• I’d keep making changes to my ads by using new keywords and check which performs best.
• I’d perform A/B tests, as it is a great way to figure out which change is working how.
• I would make few changes to the landing page as well by making the content more exciting to read, which would in
return interests people to read more. Also, I’d suggest the information about the paid program should be given after
this free course is completed, but not right when people click the link because that will make them think that eventually
they are to pay to get the whole course before even trying out the free one.

43. Evaluate a Display Advertising
Campaign

44. Display Image Campaign: Overall Results

45. Display Image Campaign: Ad Results
A
B

46. Display Image Campaign: Keywords

47. Recommendations for future campaigns
• I would focus on Ad Groups, Ads and Keywords which performed and provided the best return on
investment.
• While the campaign is running, I would pause the Ads and Keywords which aren’t really
performing
• I would also keep trying A/B testing and keep comparing the performance to figure out the best
• And make the landing page very interactive and smooth so that the user can find all the answers
to their questions and continue until they signup.

48. Market with Email

49. Email Content:
Email Content Plan
Email Topic Marketing Objective KPI
Email #1 Thankyou Engagement No of email opens
Email #2 Welcome Engagement No of clicks on CTA
Email #3 Start a program Conversion No of conversions

54. Final Recommendations
• Once email #1 is sent and the customer clicks on the call to action button, email #2 will be sent automatically welcoming
them to Udacity and then after a week we send email #3 offering a promotional deal to start a Nanodegree Program
explaining the benefits.
• I will continue A/B testing and keep finding out which change works the best.
• I will also try giving more bright colours to the CTA button to draw users attention towards it.
• And I’ll try different and more appealing visuals & email body to keep our customers engaged.