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Digital Marketing Capstone Project
Kayode Olusoji
24th July, 2016
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Contents Digital Marketing Capstone Project .............................................................................................................. 1
List of Tables ................................................................................................................................................. 4
List of Figures ................................................................................................................................................ 4
1.0 Executive Summary ........................................................................................................................... 6
2.0 Client or Brand Analysis .................................................................................................................... 8
2.1 Grainger ............................................................................................................................................ 8
2.2 Bosch Tools ....................................................................................................................................... 9
3.0 The Problem Statement .................................................................................................................... 9
4.0 The Consumer Decision Journey ..................................................................................................... 11
5.0 Data Collection and Analysis ........................................................................................................... 13
5.1 Data Analysis ................................................................................................................................... 16
5.2 Insight Benchmarking ..................................................................................................................... 19
6.1 Audience Category 1 ....................................................................................................................... 21
6.2 Audience Category 2: ...................................................................................................................... 24
7.0 The Content Strategy ...................................................................................................................... 25
7.1. Audience category 1 ....................................................................................................................... 27
7.1.1 New Customers .......................................................................................................................... 27
7.1.2 Current Customers ...................................................................................................................... 29
7.2 Audience Category 2 ....................................................................................................................... 31
7.2.1 Scenario 1 .................................................................................................................................... 31
7.2.2 Scenario 2 .................................................................................................................................... 32
7.2.3 Scenario 3 .................................................................................................................................... 32
8.0 Test and Control Plan Research objectives ..................................................................................... 33
8.0.1. Define your hypothesis ..................................................................................................................... 37
8.0.2 Mine Bosch Power Tools historical data ..................................................................................... 38
8.0.3 Design our test plan .................................................................................................................... 38
8.0.4 Deploying our campaigns ........................................................................................................... 38
8.05 Analyzing our results ................................................................................................................... 38
9.0 Recommendations ...................................................................................................................... 39
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10.0 References: ..................................................................................................................................... 40
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List of Tables
Table 1: The problem statement in the digital marketing campaign……………………………..............................9
Table 2: The CDJ, Key Questions and Business Objectives.........................................................................11
Table 3: showing data Collection & Analysis for customer landing on Bosch tool.com.............................13
Table 4: Cumulative Grainger Bosch Tools-Metrics by Day (5th October to 13th December, 2015).........14
Table 5: Cumulative Grainger Bosch Tools-Metrics by Day (5th October to 13th December, 2015).........16
Table 6: Targeting Tactics for Grainger & Bosch Tools...............................................................................18
Table 7: Users landing on Grainger website directly..................................................................................21
Table 8: Retargeting Tactics or Strategies ..................................................................................................22
Table 9: Various Coupons Strategy.............................................................................................................23
Table 10: Users landing on Boschtools.com first........................................................................................24
Table 11: Research on Building Brand Awareness.....................................................................................33
Table 12: Research on influencing Consideration.......................................................................................33
Table 13: Research on improving sales process .........................................................................................34
Table 14: The Research Objectives for the scenarios.................................................................................34
List of Figures
Figure 1: Market Fragmentation-North America (Source: GWW Facts Book)……………….............................7
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Figure 2: The Consumer Decision Journey (McKinsey & Company)...........................................................10
Figure 3: Customers' Decision Journey & Relevant questions for each phase...........................................12
Figure 4: A graph showing the relationship in the CPA, Total Revenue and Net Profit (Plotted through the data given in Table 4 above).......................................................................................................................14
Figure 5: Sum of CPA by Day (Plotted through the data given in Table 1 above).......................................15
Figure 6: Types of Data Science Questions (Source: Adapted from Jeffery Leek)......................................16
Figure 7: Total Impression versus Total clicks per day (Plotted through the data given in Table 1 above)17
Figure 8: Targeting Tactics: Spend versus Revenue....................................................................................18
Figure 9: Targeting Tactics: Spend, Revenue, CPA and ROAS.....................................................................19
Figure 10: Halvorson's content strategy framework "The Quad" includes Content Components and People Components...................................................................................................................................25
Figure 11: A Promotional Display Ad..........................................................................................................26
Figure 12: A Display ads showing 40% discount on power tools................................................................27
Figure 13: A display ads encouraging the customers to shop now.............................................................27
Figure 14: A sample banner for subscribing for company's email..............................................................28
Figure 15: Grainger's Landing page showing most popular Bosch Products..............................................29
Figure 16: Grainger's landing page with content showing other items purchased on the site..................29
Figure 17: Display banner for promoting Bosch Tools- "Shop Now"..........................................................30
Figure 18: Display banner for promoting Bosch Tools...............................................................................31
Figure 19: Banner promoting Bosch Power Tools......................................................................................32
Figure 20: A funnel showing the outcome of Brand Awareness.................................................................35
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1.0 Executive Summary
There is a common saying that "Hard work is good, but Team work is better". This consolidated
digital marketing plan looked at how the synergy between Grainger, a leading distributor of
maintenance, repair and operating (MRO) products and Bosch Tools, a major supplier of power
tools to Grainger, can lead to an increase in sales of Bosch power tools by 10% on
Grainger.com. This can be achieved by working more closely with existing customers, finding
new customers and selling across product categories.
The Consumer Decision journey of the first audience category was examined for the three
scenarios given in the problem statement. We realized that the audiences are in the initial
consideration set for the first scenario, active evaluation for the second scenario and moment
of purchase for the third scenario. We addressed the concerns, key questions, business
objectives and analysis to be performed considering the different scenarios (Table 2 & Figure 3).
This plan includes the steps that need to be taken in order to meet the business objectives.
After conducting some analysis on the two brands, the main business objectives and audience
profiles that need to be addressed in the digital marketing campaign in order to achieve the
sales goal has been identified.
The Business Objectives include:
Build brand awareness
Influence consideration
Improve sales process
In data collection and analysis section of this plan, the key data to be collected, the tools for
collecting the key data, the data sources, type of data analysis, the KPIs and benchmarks was
analyzed. The type of bias in the data collected and how they can be avoided (Figure 5) was also
examined.
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One of the most interesting aspects of this project is data analysis and the benchmark for the
insights. The analysis that was conducted includes descriptive analysis, inferential analysis,
exploratory analysis, causal analysis and predictive analysis. The targeting tactics for Bosch tools
on Grainger.com was considered. We looked at the amount spent versus revenue based on the
data given. We also looked at the Cost per Acquisition (CPA), and the Return on Advertising
Spending (ROAS).
A multi-channel digital marketing campaign has been designed to achieve this purpose and it
focused on display advertising and email marketing channels to achieve the goals of increasing
the sales of Bosch tools by 10% with a combination of good content strategy.
Finally, the test and control plan section clarify the research to be conducted, both primary and
secondary research as well as quantitative and qualitative research. The research include Brand
recognition, Brand recall, Brand image study, Brand trust study, Brand loyalty study and
Customer profile study. The marketing efforts in this plan, if well implemented will definitely
result in higher sales and the goal of having a 10% increase in the sales of Bosch tools product
on Grainger.com as well as cross-sell and up-sell more Bosch products from categories beyond
power tools to its existing customers will not only be achieved, but will also be surpassed.
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2.0 Client or Brand Analysis
2.1 Grainger
Grainger was founded in 1927 and is a leading distributor of maintenance, repair, and operating
(MRO) products that include motors, lab supplies, power transmission, test instruments,
outdoor equipment, safety products, power tools, and janitorial supplies. More than 4,500
manufacturers supply GWW with 1.4 million products made available to customers through
GWW’s branches and distribution centers. (Grainger Fact Book, 2016)
Grainger has developed two business models to meet these differing needs. The multichannel
model is the cornerstone of Grainger’s business and accounts for the majority of its sales.
Grainger goes to market in the United States, Canada, Latin America and Europe through the
multichannel model. This model primarily serves larger customers with complex operations and
purchasing processes. It is characterized by sales coverage, local branches, ecommerce
capabilities, catalogs and value-added services, such as inventory management solutions.
Driven by deep relationships, the multichannel model enables larger customers to operate with
the confidence that Grainger has them covered. (Grainger Fact Book 2016). Figure 1 below
shows Grainger’s market share in North America.
Figure 1: Market Fragmentation-North America (Source: GWW Facts Book)
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Some of the major players in the North American region are, Graybar Electric Company, Applied
Industrial Technologies and WESCO International Company.
2.2 Bosch Tools
Bosch Tools is a supplier of power tools to Grainger. It sells its products via its partners in its
distribution network, and Grainger is one of their main partners for the B2B. Bosch invested
around 5 billion Euros in research and development – around 10% of sales revenue. Bosch has
94 development and engineer locations worldwide.
The Bosch Group is a leading global supplier of technology and services. The company roughly
employs 360,000 associates worldwide. Operations are divided into 4 business sectors: mobility
solutions, industrial technology, consumer goods, and energy and building technology.
3.0 The Problem Statement
The aim of this digital marketing plan is to design a multi-channel digital marketing campaign
for the client, Grainger, as they target a sales increase of Bosch Power Tools by 10%
on Grainger.com. The client wants the campaigns to focus on display advertising and email for
this project.
Grainger is partnering with one of its big suppliers, Bosch Tools, to conduct joint promotional
campaigns. Bosch Tools is a unit of Bosch which supplies power tools to Grainger, and Grainger
is one of the main B2B resellers of Bosch.
They plan to achieve the 10% sales increase by working more closely to sell more products to
existing customers, find new customers, and sell across product categories as well.
Boschtools.com is a consumer-facing website and has data on customer behavior, and Bosch is
sharing the data with Grainger.
The campaign targets are the current and potential customers and we will be focusing on
display and email channels. Display advertising could be through Grainger.com or through
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programmatic display ad purchases. The email database is owned by Grainger and has users
interested in the category of power tools.
Table 1 shows the problem statement in digital marketing campaign.
Table 1: The problem statement in the digital marketing campaign
Problem Statement 1 How can Grainger increase sales of Bosch Tools power tools on Grainger.com to customers who first visit Boschtools.com? Considering the scenarios listed below.
Scenario 1 Audiences that visit Boschtools.com, look at a power tool (for example a drill), but do not visit Grainger.com
Scenario 2 Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, log in to Grainger.com, and visit the power tools category
Scenario 3 Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, log in to Grainger.com, and visit the plumbing category but not power tools
Problem Statement 2 how can Grainger cross-sell/up-sell more Bosch products from categories beyond power tools to its existing customers, assuming that the existing customers have already bought Bosch brand tools on Grainger.com
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4.0 The Consumer Decision Journey
Consumers are changing the way they research and buy product. The consumer decision
journey starts after the trigger (Figure 2). In these three scenarios, the audiences have been
triggered to look for power tools. So the audiences could either be in the Initial consideration
set phase, active evaluation, moment of purchase, post purchase experience or loyalty loop.
Table 1 shows the description of the Consumer Decision Journey phases for each scenario, key
questions, concerns and business objectives for each CDJ phase.
Figure 2: The Consumer Decision Journey (McKinsey & Company)
Table 2 shows the consumer decision journey phase for three different scenarios for audience
landing on Boschtools.com. It also shows the key questions (figure 3), concerns and the
business objectives.
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Table 2: The CDJ, Key Questions and Business Objectives
The analysis to be conducted in scenario 1 is Competitive Analysis and that of scenario 2 is
Experimentation/Testing, while for scenario 3, it is outcome analysis.
Scenario 1 Scenario 2 Scenario 3
Description Audiences that visit Boschtools.com, look at a power tool (for example a drill), but do not visit Grainger.com
Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, log in to Grainger.com, and visit the power tools category
Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, log in to Grainger.com, and visit the plumbing category but not power tools
CDJ Phase Initial Consideration Set Active Evaluation Moment of Purchase
Key Questions
Who are our major competitors?
What edge do our competitors have over us?
Do customers recall and recognize my brand?
What is our competitive advantage?
What problems are we solving for our customers?
Do my products satisfy consumer needs?
Why should the consumers consider my brand above others?
What is our unique selling points?
What value do we provide for our customers?
How much are the people in our target market willing to pay for the value the company brings?
What are the incentives that will motivate the customers to buy e.g. discount, percentage off or free shipping?
Do my sales efforts result in wins for my brands?
What are you doing at shelf, are you winning there?
Are they completing the checkout process online?
Concerns The price of the product compared to other competing brands
The quality and features of the products compared to other competing brands
Other incentives been given to the customers
The audience is trying to gather information about other competing brands to evaluate and find out which one best suit their needs
Are there incentives for a repeat purchase
If there are issues after purchase, will they be promptly addressed or the complaints will be discarded
Business Objectives
Build Brand Awareness Influence Consideration
Improve sales process
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Figure 3: Customers' Decision Journey & Relevant questions for each phase
Our major or overall objective is to facilitate a sales increase of Bosch Power Tools by 10%
on Grainger.com.
5.0 Data Collection and Analysis
The first and second stage in the marketing analytic process (MAP) includes planning and data
collection respectively. Tools are used to acquire data that is needed to answer key questions
and assemble them into a data management program for analysis. Find below the key data to
be collected, the data sources, type of data analysis, the key KPIs and benchmarks (table 3).
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Table 3: showing data Collection & Analysis for customer landing on Bosch tool.com
For Tool bar data, the sources include Google, MSN and Yahoo. Search engine data helps in
getting the data for SEO (Search Engine Optimization) and PPC (Pay per Click) campaign. The
Sources of such data include queries such as Bing, Google and Yahoo etc.
Scenario 1 Scenario 2 Scenario 3
Description Audiences that visit Boschtools.com, look at a power tool (for example a drill), but do not visit Grainger.com
Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, log in to Grainger.com, and visit the power tools category
Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, log in to Grainger.com, and visit the plumbing category but not power tools
Business Objectives
Build Brand Awareness
Influence Consideration
Improve sales process
Analysis Competitive Intelligence
Experimentation/Testing
Outcome Analysis
Data sources Adwords Keyword Tool
Google Trends
Google Correlate
Google Analytics
Google Website Optimizer
Optimizely
Adwords Campaign Experiments
Mongoose Metrics
Ifbyphone Liveperson
Google Analytics Ecommerce
Other Key Data
Tool bar data
Panel data
ISP (Network data)
Search engine data
Total cost of marketing activities
Number of conversions
Average order value
Number of repeat sales
Average retention time
Total revenue
Total expenses
People who don't complete checkout
People who start checkout
KPIs Bounce Rate
Applause Rate
Amplification Rate
Site traffic
Traffic Sources
Unique Visitors
Conversion rate
Revenue Increase
Increase in the rate of form sign-ups
Economic Value
Cost Per Acquisition
Economic Value
Conversion rate
Net Profit
Customer Lifetime Value
Shopping cart abandonment rate
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Table 4: Cumulative Grainger Bosch Tools-Metrics by Day (5th October to 13th December,
2015)
From table 4, figures 4 and 5 shows that Sunday has the lowest CPA, yet sum of revenue and
net profit is very low on Sunday. The CPA on Thursday is also not too high and the revenue and
net profit for this day is the highest. Grainger should concentrate on more promotion for this
day since it yields good returns.
Figure 4: A graph showing the relationship in the CPA, Total Revenue and Net Profit (Plotted
through the data given in Table 4 above)
DAY SUM OF CPA
($)
Total
Impressions
Per day
Total
Clickcs
Per day
Total CTR
Per day
Total Spend
Per day
Total Post-Click
Order Per day
(Order
Contains at
least 1 Bosch
SKU)
Total Post-View Order
Per day (Order
Contains at least 1
Bosch SKU)
Cummulat
ive Total
Orders
Per day
Sum of
Revenue
Per day
($)
ROAS
Average
Order
Value/Day
Conversio
n RateNet Profit
SUNDAY 120.01 954,541.00 546 0.61 3,574.58 0 2 2 1239.8 4.23 619.9 0.003663 (2,334.78)
MONDAY 1,823.49 1,927,751.00 898 0.53 7,153.92 0 51 51 40658.91 86.34 797.233529 0.056793 33,504.99
TUESDAY 2,056.02 1,840,512.00 880 0.55 6,859.91 2 48 50 26883.54 54.91 537.6708 0.056818 20,023.63
WEDNESDAY 1,325.18 1,628,805.00 778 0.49 6,088.33 0 64 64 39921.95 109.08 623.780469 0.082262 33,833.62
THURSDAY 816.73 1,753,791.00 905 0.57 6,524.55 0 54 54 55622.18 136.73 1030.04037 0.059669 49,097.63
FRIDAY 1,730.20 1,659,548.00 796 0.53 6,220.56 0 44 44 24430.26 51.55 555.233182 0.055276 18,209.70
SATURDAY 1,577.09 904,186.00 552 0.68 3,390.52 0 5 5 3031.91 11.21 606.382 0.009058 (358.61)
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Figure 5: Sum of CPA by Day (Plotted through the data given in Table 1 above)
The types of bias I feel are Sampling bias and interpretation bias. In the data given in Table 1, it is just a
sample for about ten weeks and not a full representation of all the data for Grainger Bosch Tools-
Metrics. The data might not be a true representation of the total data. Also, there are some ambiguous
situations in the data which may be reported in a positive or negative way giving room for interpretation
bias.
To avoid a sample bias, I will ensure that sample that shows the true representations of the data are
taking. I will also ensure that the right information is gathered and I will develop a good data analysis
strategy to avoid interpretation bias.
5.1 Data Analysis
There are five primary categories of marketing data analysis that can be use to drive answers to
business objectives. They are descriptive, inferential, exploratory, causal and predictive. Each of
them has varying level of detail that will be required and each of them producing a varying level
of detailed response and answers to our questions. (Figure 6)
0
500
1000
1500
2000
2500
DAY
SUM OF CPA ($)
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Figure 6: Types of Data Science Questions (Source: Adapted from Jeffery Leek)
The analysis which I will perform on the data collected include Descriptive Analysis whereby
competitive intelligence, web traffic data reports and web transaction data reports will be
analyzed. Also, inferential analysis will be carried out using the small data of about eleven
weeks of Grainger Bosch Tools-Metrics by day to say something about a larger set (Table 5).
Usability studies and voice of customer studies will be conducted.
Table 5: Cumulative Grainger Bosch Tools-Metrics by Day (5th October to 13th December,
2015)
DAY SUM OF CPA
($)
Total
Impressions
Per day
Total
Clickcs
Per day
Total CTR
Per day
Total Spend
Per day
Total Post-Click
Order Per day
(Order
Contains at
least 1 Bosch
SKU)
Total Post-View Order
Per day (Order
Contains at least 1
Bosch SKU)
Cummulat
ive Total
Orders
Per day
Sum of
Revenue
Per day
($)
ROAS
Average
Order
Value/Day
Conversio
n RateNet Profit
SUNDAY 120.01 954,541.00 546 0.61 3,574.58 0 2 2 1239.8 4.23 619.9 0.003663 (2,334.78)
MONDAY 1,823.49 1,927,751.00 898 0.53 7,153.92 0 51 51 40658.91 86.34 797.233529 0.056793 33,504.99
TUESDAY 2,056.02 1,840,512.00 880 0.55 6,859.91 2 48 50 26883.54 54.91 537.6708 0.056818 20,023.63
WEDNESDAY 1,325.18 1,628,805.00 778 0.49 6,088.33 0 64 64 39921.95 109.08 623.780469 0.082262 33,833.62
THURSDAY 816.73 1,753,791.00 905 0.57 6,524.55 0 54 54 55622.18 136.73 1030.04037 0.059669 49,097.63
FRIDAY 1,730.20 1,659,548.00 796 0.53 6,220.56 0 44 44 24430.26 51.55 555.233182 0.055276 18,209.70
SATURDAY 1,577.09 904,186.00 552 0.68 3,390.52 0 5 5 3031.91 11.21 606.382 0.009058 (358.61)
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Other analyses include Exploratory, whereby connections and patterns in the data will be
considered so as to define future studies. However, this cannot be used alone for predicting,
combination of some other analysis for a deeper look will be required and I will perform
outcome analysis. Causal Analysis will also be performed which include Experimentation and
Testing, Multivariate and A/B Testing. One variable can be altered to see what happens to other
variables. For instance, the total spend per day (table 5) can be increased and we will look out
for the effect on the revenue, the Post Click and the Post View order.
The last analysis that will be considered is Predictive Analysis. Under this, we will perform
Media Optimization modeling and Attribution modeling. Under this analysis if one element of
the model is moved, it's going to move the other (figure 7).
Figure 7: Total Impression versus Total clicks per day (Plotted through the data given in Table
1 above)
0
100
200
300
400
500
600
700
800
900
1000
-
500,000.00
1,000,000.00
1,500,000.00
2,000,000.00
2,500,000.00
Tota
l Clic
ks
Tota
l Im
pre
ssio
n
Days
Total Impression versus Total Click Per day
Total Impressions Per day Total Clickcs Per day
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5.2 Insight Benchmarking
The benchmark for the insights is as follows:
Data should be cleared from signal noise before further process
Focus should be on -Grainger and Bosch Visitor and Purchase- targeting tactics
CPA at -Grainger Power Tools Category- should be optimized and monitored
Table 6: Targeting Tactics for Grainger & Bosch Tools
Figure 8: Targeting Tactics: Spend versus Revenue
Targeting Tactic Impressions Clicks CTR Spend Click Orders View Orders Total Orders Revenue CPA ROAS
Bosch Tools.com Only 2,885,607 1,688 0.06% $10,743.73 2 18 21 $5,220.08 $517.08 $0.49
Bosch Tools Visit, No Grainger.com visit 2,459,467 1,219 0.05% $9,223.00 0 0 0 $- $- $-
Grainger Power Tools Category 2,989,892 1,311 0.04% $11,106.37 1 65 66 $56,461.19 $168.28 $5.08
Grainger & Bosch Visitor and No Purchase 1,732,177 1,024 0.06% $6,493.19 0 1 1 $1,547.17 $5,312.61 $0.24
Grainger & Bosch Visitor and Purchase 601,992 116 0.02% $2,246.06 0 192 192 $128,560.08 $11.71 $57.24
Grand Total 10,669,135 5,358 0.23% $39,812.35 3 276 280 $191,788.52 $5,409.68 $61.06
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From figure 8 (according to the data from Table 6), we realized that the amount spent on both
Grainger and Bosch visitor is the least and yet it generated the highest revenue followed by
Grainger Power tools category. Therefore the synergy between Grainger and Bosch will yield
higher result. Spending on Boschtools.com only gives very low revenue, so we can concentrate
our spending on areas that are yielding good revenue.
Figure 9: Targeting Tactics: Spend, Revenue, CPA and ROAS
Comparing these four parameters, Spend, Revenue, CPA (Cost Per Acquisition) and ROAS
(Return on Advertising Spending) the ROAS is lower than 1 for these categories:
"Boschtools.com only" and “Grainger and Bosch tools visitors and no purchase".
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There is none for Bosch Tools visit and no Grainger.com visit. It means less revenue is
generated compared to the amount spent. ROAS is high for "Grainger tools" category and
extremely high for "Grainger and Bosch visitor and purchase". Our promotion should be
targeted on these two areas
6.0 Display Advertising and Email Campaigns for Grainger & Bosch Tools
Email marketing is a great tool for customer’s relationship management. It is cost effective; it is
highly targeted, customizable on a large scale and completely measurable. Also considering
Display advertising, the ads are relatively inexpensive in delivering impressions and with
creativity and repetition; they can create brand awareness and long term brand equity. Let us
consider the Email marketing and Display Campaign for these two audience categories (Table 7
and 8):
6.1 Audience Category 1
Audience category 1 includes users landing on Grainger website directly. Table 7 shows the display ad
and email campaign for this audience category while table 8 shows the re-targeting tactics.
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Table 7: Users landing on Grainger website directly
New Customers Current Customers
De
scri
pti
on
Many new customers visit Grainger.com on a daily basis. Grainger wants to target these new customers and increase the sales of Bosch power tools on Grainger.com
Grainger wants to cross-sell or up-sell different categories of Bosch brand products to customers who have purchased Bosch power tools on Grainger.com
Dis
pla
y
Display banner for coupon incentives on Bosch Tools can be placed on the landing page
They can be retargeted afterwards through various display banner on various sites they visit via the use of cookies
A retargeting campaign could be used by putting the following into consideration:
Use a Frequency Cap
Use a Burn Code
Audience Segmentation
Demographic, Geographic & Contextual Targeting
Setting view through conversion window
Single-Provider Retargeting
Retargeting Creative plus A/B Testing
Optimized Creatives
Banners that display related products or complimentary products to what the customers has already bought can be introduced.
Grainger.com can up-sell and cross-sell through display ads that direct the customers to entirely different products
Emai
l
Coupon incentives can be used to target new customers and encourage them to sign up for promotional emails via a banner on the landing page e.g. 5% discount on first three purchase for our email subscribers
This Strategy can be used to get the customers' database
Promotional emails can be sent through Grainger email database of the users interested in the category of power tools, to persuade them to buy some additional products
As new products comes out, the existing customers can be notified via email using various coupon strategies
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Table 8: Retargeting Tactics or Strategies
Table 9 shows the types of coupons or discounts that can be applied during the email
campaign and display advertising strategies
Retargeting Techniques or Strategies The Reasons or Effect Use a frequency cap
So that prospects will not ignore your ad
completely. Be strategic with how and when you serve your ads and take note that not all website visitor will be at the same point in their purchase journey
Use a burn code or burn pixel in your post transaction phase
So that users who have made a purchase will stop seen your ads. It saves the company money so as not to waste a valuable impression on the people who are already converted
Audience Segmentation This allows you to tailor your ad messages to various users in different stages of the purchase funnel. It also ensures you are serving relevant and engaging ads
Demographic. Geographic and contextual targeting
Advertisement can be targeted based on demographic information like age or gender, contextual factors like subject matter of the website or geographic data
Setting view through conversion window
Single-provider retargeting Running retargeting campaigns with multiple providers has a number of serious drawbacks because they will be bidding for the same spots on the same website
Retargeting Creatives plus A/B Testing
Click through rate decrease by almost 50% after five months according to a Retargeter study. Sample A/B Test can provide the data you need-
Optimized Creatives The banner ads used may do more to determine success than any other factor of retargeting campaign, so it is crucial to devote sufficient resources to making beautiful ads
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Table 9: Various Coupons Strategy
6.2 Audience Category 2:
Audience category 2 includes Users landing first on Boschtools.com. Table 10 shows the display
ad and email campaign for this audience category
Types of Coupons or Discount Clarifications Money Off e.g. & 10 off your next purchase
Percentage off e.g. 25% off your next order
Free shipping
Evangelist You can sometimes reward your loyal following fans and customers by giving them a special coupon with a significant discount as a thank you. The strategy works well if they promote the exclusive coupon to their network of friends and followers and they will also feel special because they are part of a select group
Exclusive Discount This discount can be kept private and exclusive to specific fans by sharing a link to your discounted product. Another benefit of exclusive discount is that, this can make the recipient feel really special
Prelaunch If you are launching a new product, you can promote it by giving a limited quantity away or sell a limited number at a discount e.g. first ten customers get it at 50% off. Set a quantity discount
Up-sell and Cross-sell discounts You can give customers incentive to buy additional products or complimentary products by giving them a coupon code in an email following their initial order
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Table 10: Users landing on Boschtools.com first
7.0 The Content Strategy
A key component of marketing strategy is content marketing. High consideration needs to be
given to what is being created across channels who it is intended for, and what purpose it
Scenario 1 Scenario 2 Scenario 3
De
scri
pti
on
Audiences that visit Boschtools.com, look at a power tool (for example a drill), but do not visit Grainger.com
Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, log in to Grainger.com, and visit the power tools category
Audiences that visit Boschtools.com, look at a power tool, and then visit Grainger.com, log in to Grainger.com, and visit the plumbing category but not power tools
Dis
pla
y
The effectiveness of display advertising can be improved on using behavioral targeting
Bosch tools data on consumers' behavior can be used to track the customer through retargeting by constantly display ads that promotes power tools on other websites been visited by the potential customers
A prelaunch coupon can attract this set of customers if Bosch Tools has a new product
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 ad with new tools or promotional offers.
Floating ads and wall paper ads can be used to redirect the customers to consider the patronage of power tools
Programmatic advertising can also help to automate the decision-making process of media buying by targeting specific audiences and demographics
These ads can be placed using artificial intelligence (AI) and real-time bidding (RTB) for online display, social media advertising, mobile and video campaigns
Emai
l
Incentives can be given to spur customer to subscribe to the company's promotional email so as to reduce the bounce rate
Emails to be sent to these set of customers should include product reviews and relevant product offer
Email marketing to be aimed at maximizing value and retention of customers for higher return on investment
Promotional emails should be used to spur the customers to download some useful content
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serves. A good content core strategy framework includes the substance and the structure of the
content and the workflow and the governance (Figure 10).
Figure 10: Halvorson's content strategy framework "The Quad" includes Content Components
and People Components
The content strategy used should be focused around the Bosch power tools which are 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. However, because Grainger
also plan to up-sell and cross-sell, the content needs to be strategic.
The tone followed should be direct and accurate emphasizing the fact that Bosch tools are the
tools to get the job done, with safety and ease which is what all the potential customers want.
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The visuals used should focus on the work and the benefits that he acquires from these unique
products.
7.1. Audience category 1
7.1.1 New Customers
For these categories of customers who are already on the Grainger.com site, a display ad which
could be a promotional ad i.e. sales or discount could be displayed on the landing page (Figure
11 & 12). It could also be a banner, which is encouraging the customer to shop right away
(Figure 13). Similar ads could be used during the retargeting techniques and such could be
included for the email marketing (Figure 14).
Figure 11: A Promotional Display Ad
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Figure 12: A Display ads showing 40% discount on power tools
Figure 13: A display ads encouraging the customers to shop now
Also for these set of customers, a display banner could be used to encourage them to sign on
for the company's email. The tone should be a form of asking for a permission telling them to
opt-in with their consent (Figure 13).
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Figure 14: A sample banner for subscribing for company's email
7.1.2 Current Customers
For this set of customers, the content of the banners should display related products or
complimentary products to what the customers has already bought (Figure 15 and 16). The
content should include the benefits to be derived from these products, a banner for an online
survey or audience feedback. We should inquire if these customers are satisfied with the
company's product and employ them to state areas where improvement is expected. (Figure 3
& table 3).
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Figure 15: Grainger's Landing page showing most popular Bosch Products
Figure 16: Grainger's landing page with content showing other items purchased on the site
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Grainger already has the email database of the users interested in the category of power
tools. Promotional emails could be sent to these customers to persuade them to buy some
additional products or related products. The content of the email could be product reviews,
thank you letter for patronage and introduction of new products. The objective should be put
into consideration, i.e. to up-sell and cross-sell or it could be for brand repositioning. We could
send an online survey to the client to learn about what they are interested in receiving.
7.2 Audience Category 2
7.2.1 Scenario 1
These are those who visit Boschtools.com, look at the power tool but do not visit Grainger.com.
The content or messages that will create more brand awareness is needed at this stage. The
display banner should reflect this on Bosch Tools site and if the banner is clicked it should take
the customer to the landing page on Grainger's site (Figure 17 and 18). This same banner and
content can be used for retargeting the customers. The tone should be that of brand
repositioning.
Figure 17: Display banner for promoting Bosch Tools- "Shop Now"
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Figure 18: Display banner for promoting Bosch Tools
7.2.2 Scenario 2
The audiences here are in the Initial Consideration Set stage and the business objective is to
influence consideration. Therefore the target of the email marketing and the display ads is to
reposition the brand. Mails detailing product reviews can be employed here. Seeing what other
customers who have purchased the product says could win the customers eventually. The focus
of the message in the email is to share your knowledge and provide a content that would get
people to take an additional action. Emails to be sent to this set of customers should include
product reviews and relevant product offer.
7.2.3 Scenario 3
The aim objective here is to improve sales process. The focus of the content of the email to this
set of customers is brand repositioning with the aim of maximizing value and customer
retention and high ROI. To ensure that the brand occupy a distinct position relative to
competitive brands by emphasizing the features of the brand
For all the scenarios, the frequency cap should be set based on the customer's behavior.
Emphasis should be laid on the brand's essence in our banners and emails. It should be clearly
stated that Bosch tools provide a full line of measuring solutions for industrial and construction
professionals with innovative features that solve problems for the end users (Figure 19). It is
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also the world market leader for power tools. The tools are strong, reliable and durable which
gives it an edge above other power tools.
Figure 19: Banner promoting Bosch Power Tools
8.0 Test and Control Plan Research objectives
Research is the systematic investigation into and study of materials and sources in order to
establish facts and reach new conclusions. There are two major types of research to be
conducted on our marketing objectives which are secondary and primary research. The primary
research conducted includes both qualitative and quantitative research. The marketing
objectives include:
Build Brand Awareness (table 11)
Influence Consideration (table 12)
Improve Sales Process. (table 13)
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Table 11: Research on Building Brand Awareness
Table 12: Research methodology on influencing consideration
Research Methodology Brand Recognition It is an aided research
It is carried out by aided question
Example, "Please select from the list the brand tools you are aware of
in this case, a list of various power tools will be listed
the aim is to know if Bosch's brand is well recognized
Brand Recall It measures the ability of customers to summon the name of your brand without having appear in a list first
It is achieved through questionnaires with an open ended question
A higher quality data can be gathered from this method
Example, "Please write the name of any power tools you are aware of?"
Research Methodology Brand Image Study It can be achieved by gathering
internal and external feedback
The aim is to see how closely the customers' perception matches the brand identity
Brand Trust Study It is important to keep tabs on the levels of brand trust in this era of data breaches
If the brand doesn't appear trustworthy, the company will have difficulty retaining customers
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Table 13: Research methodology on improving the sales process
Table 14 shows the research objectives and some relevant questions that serve as a guide to
achieve the objectives.
Table 14: The Research Objectives for the scenarios
Research Methodology Brand Loyalty Study Loyal customers can become
evangelists
We however need to consistently track loyalty levels
This is to determine how often the transformation is happening
Customer Profile Study Changes in the core customer base may signal the need for a pivot
This could be either in the product, or the marketing messages or both
Research Objectives Objectives Details Building a greater brand awareness What percentage of Bosch Tools target
market is aware of Bosch Power tools products?
Influence consideration for a greater market share
What is the Conversion rate?
At what rate is the revenue increasing?
What is the rate at which the form sign-up is increasing?
What is the cost per acquisition (CPA) for Bosch Tools products?
At what rate is Grainger.com up-selling and Cross-selling?
Improve sales process for an improved conversion rate
What is the average number of conversions per ad click for Bosch tools products
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To build a greater Brand Awareness, we will measure the Bounce Rate, Applause Rate,
Amplification Rate, Site traffic, Traffic Sources, and Unique visitors. These are primary research
which can be conducted through the following tools: Google Correlate, Google Trends
Intelligence, Ad words Keyword Tools and Google Analytics for data analysis. Other primary
research that can be conducted include surveys, personal interviews such as private chat rooms
and video calling to know how well the consumers are aware of the Bosch Tools brand .
To improve the sales process we need quantitative data (secondary research) such as numbers,
figures and statistics and monitor specific KPI’s that are inherently connected with the sales
process like Return on Investment (ROI) and Return on Ad Spent (ROAS) and analyze the
Conversion Funnel of the Grainger.com website (Figure 20). It can also be combined with
surveys into certain sample segment (like Bosh tools buyers) to enrich our data with useful
insight.
Figure 20: A funnel showing the outcome of Brand Awareness
Let us assume that some of the research might be on Grainger or Bosch web properties, the
measures to be taken to ensure that the research methodology does not hamper the user
experience include the use of various tools online that will not affect the users' experience. For
example, for conducting personal interviews we can use tools like private chat rooms or video
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calling. Online observation or ethnography is another method that can be used. We can also
look at online research communities. These are great tools for secondary research data and can
also be used to gather primary research data: We have blogs, social media and other channels
which can be used to ask consumers questions about a particular problem or topic. Also,
listening labs can be set up to test apps and websites. Consumers use the new site or app and
are observed in doing so. Also, Conversion Optimization can be used in listening or watching,
from search advertisements to email subject lines and online shopping cart design. Tests can be
set up to determine what variables are affecting that conversion rate
Let us consider a campaign or study via the use of Email Digital Marketing Channel. We can
observe the impact of emails in marketing the Bosch Power Tools and related products. The
recommended test plan:
8.0.1. Define your hypothesis
The email objectives might be defined by:
Opens
Clicks
Purchases
Revenue
Unsubscribers
Our influential factors could include anything from:
Day of the week the email is sent
Week of the month the email is sent
Subject line length
Keywords in the subject line
Types of content
Message frequency
Email design and images
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8.0.2 Mine Bosch Power Tools historical data
The historical data contains a wealth of information that will help in achieving the test
objectives.
8.0.3 Design our test plan
The next stage is to set out the test methodology. We can carry out A/B-split tests, multi-
variant tests, or test-and-send? We can develop a test plan that entails making small, regular
changes to the campaign. Once we have prioritized our test factors, we will need to define our
sample size. This will dictate how many factors can be tested each week, month and year.
Efficiencies in the testing process can be achieved by using dynamic content, personalization or
triggered campaigns based on a date field in the data.
8.0.4 Deploying our campaigns Having taken any resource constraints into account during the planning stages, we can now
deploy our campaigns using the schedule we have produced in our test plan. We can develop a
naming structure for the test campaigns, which will ensure our post-campaign analysis will be
as easy as possible.
8.05 Analyzing our results
We can wait for a month, depending on the subscriber purchasing patterns. We can use the
original hypothesis as the benchmark for analysis - and conversely the process of analysis might
cause us to question some of our thinking in the hypothesis. And so the process goes full circle.
The results from each of the tests can now be used to fine-tune the hypothesis, give us fresh
ideas for looking into our historical data and possibly re-prioritize the test plan.
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9.0 Recommendations
If the plan in this digital marketing campaign is well implemented, the goal of increasing Bosch
Tools sales by 10% on Grainger.com will definitely be achieved and surpassed. I recommend
that the specific KPI’s that are inherently connected with the sales process like Return on
Investment (ROI) and Return on Advertising Spending (ROAS) are well monitored and the
Conversion Funnel of the Grainger.com website is well analyzed. There should be more focus
on the types of incentives given during the display advertising and email campaigns and how
the customers are responding to this campaign should be reviewed periodically, either weekly
or monthly for optimal performance.
Total Words Count: 3926 Word
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