ken-wood-digital-marketing-capstone-final document

DigitalMarketingCertification–CapstoneProjectUniversityofIllinois–Urbana/Champaign&Coursera

PreparedbyKenWoodFounder/CEO,ROARMarketingConcepts,LLCJuly2016

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ExecutiveSummary.....................................................................................................3

ClientAnalysis-Grainger.............................................................................................4Fig.1–GraingerCustomerBreakout................................................................................................................5

ClientAnalysis–Bosch.................................................................................................6Fig.2-SWOTAnalysisforBosch........................................................................................................................7

ProblemStatement......................................................................................................8

TheCustomerDecisionJourney(CDJ)........................................................................10Fig.3–TheCustomerDecisionJourneyDiagram.....................................................................................10Fig.4–CustomerDecisionJourneyMapping.............................................................................................12

AudienceDiscoveryQuestionsandRecommendedAnalysis......................................13Fig.5–AudienceDiscoveryQuestions&RecommendedAnalysis...................................................14

DataCollectionandAnalysis......................................................................................15Fig.6-TypesofDataAnalysis...........................................................................................................................17

ChannelStrategy-(EmailandDisplay).......................................................................20Fig.7-CreatingCustomerDemand.................................................................................................................20Fig.8-MarketingStrategyforAudienceCategory1:NewCustomer..............................................20Fig.9–ContentMarketingStrategyforAudienceCategory1:ExistingCustomer....................21Fig.10–ContentMarketingStrategyFlowChartforAudienceCategory2,Scenario1..........22Fig.11–ContentMarketingStrategyFlowChartforAudienceCategory2,Scenario2..........22Fig.12–ContentMarketingStrategyFlowChartforAudienceCategory2,Scenario3..........23Fig.13-ChannelMarketingStrategyforAudienceCategory1:NewCustomer.........................24Fig.14-ChannelMarketingStrategyforAudienceCategory1:ExistingCustomer..................25Fig.15-ChannelMarketingStrategyforAudienceCategory2:Scenario1..................................26Fig.16-ChannelMarketingStrategyforAudienceCategory2:Scenario2..................................27Fig.17-ChannelMarketingStrategyforAudienceCategory2:Scenario3..................................28

TestandControlPlan.................................................................................................30Fig.18–FourPillarsofMarketResearch.....................................................................................................30Fig.19–ActivityMappingforResearchObjective#1............................................................................32Fig.20–ActivityMappingforResearchObjective#2............................................................................34Fig.21–ActivityMappingforResearchObjective#3............................................................................36

Endnotes...................................................................................................................38

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ExecutiveSummaryTheworkinthisdocumentrepresentstheresultofsixweeksofeffortexpendedtocompletetheCapstoneProjectfortheUniversityofIllinoisatUrbana/ChampaignDigitalMarketingSpecializationthroughCoursera.TheprojectisdesignedtohelpthestudentapplytheprincipleshehaslearnedinthepreviousfivecoursesonMarketinginaDigitalWorld,MarketingAnalyticsinTheory/Practice,andDigitalMarketingChannels(LandscapeandPlanning).Specifically,studentsenrolledintheCapstonewillbeworkingtohelptheclient,Grainger,createadigitalmarketingplan.ThedesiredgoalofGrainger’smulti-channeldigitalmarketingcampaigntoincreasesalesofBoschpowertoolsby10%onGrainger.com.AftercompletingthisCapstone,thestudentwillsuccessfullybeableto:1• Applytheprocessofanalyzingaclienttosetupabasisforadigitalcampaign.• MapouttheConsumerDecisionJourney.• ApplythePlan,Collect,Analyze,Reportframeworktofocusthecampaign.• Createacontentandchannelstrategytosupportthecampaignobjectives.• Identifyatestandcontrolplanforthestrategy.• Applyskillsinpresentationanddatavisualizationtoprepareafinalcampaign

strategy.

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ClientAnalysis-GraingerGrainger’sprovidessignificantvaluetoitsMROcustomerbasethroughanadvancedsupplychaininfrastructureandglobaldistributionnetwork.Theirgoalistosupplythe‘right’productatthe‘right’timeatthe‘right’price.Grainger’sstrategicpriorities,asstatedintheir“2016FactBook”2,are:

• Createvaluefordifferentcustomers• Ensureaneffortlesscustomerexperience• Reducecost• Helpitsemployeesgrowandsucceed• Beresponsiblestewardswithinthebusinesscommunity

Additionally,Graingerstatedinarecentpressreleasethat,duetochangingdemographicsandtheneedforcomprehensivecoverage,itplannedtoexpanditsmarketpresenceinkeymetropolitanareasbyaddingbranches,expandingthesizeofcertainexistingbranchesandaddingpersonnel.3AccordingtoSimilarWeb.com4,Grainger’swebsite(www.grainger.com)receivedatotalof5.1MvisitsinMay2016.Averagetimespentonthesitewas3:49minutes.Averagenumberofpageviewswas4.71andthebouncerateoffofthesitewascloseto40percent.Graingerisactiveonseveralsocialplatformsthathelpdrivetraffictotheirwebsite.However,thetrafficderivedfromthesesourceswasonly0.45percentofthetotalforMay2016.ThebiggestcontributorswereFacebook,followedbyYouTube,LinkedIn,Reddit,andTwitter.

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Inits2016FactBook,Graingerbreaksdownitscustomerbasebyindustryverticalandbyproductcategory.5Resultsarebelow:IndustryVertical ProductCategory HeavyManufacturing 18% Safety&Security 19%Commercial 14% MaterialHandling 12%Other 14% Metalworking 11%Government 13% Cleaning/Maintenance 9%LightManufacturing 11% Pumps/Plumbing/Test 8%Contractor 10% HandTools 7%Retail/Wholesale 6% Other 7%Transportation 6% HVAC 6%NaturalResources 4% Electrical 5%Reseller 4% Lighting 5% FluidPower 3% PowerTools 3% PowerTransmission 2% SpecialtyBrands 2% Motors 1%

Fig.1–GraingerCustomerBreakoutGraingeralsosegmentsitcustomersintosixmajorgeographicalregions,whichare:USA,Canada,LatinAmerica,Japan,Asia,andEurope.Onpage2ofits2016FactBook,Graingermanagementdiscussesthechanges/trendsintheircustomer’spurchasingpatterns,whichmustbecontinuallymonitoredandaddressed.6Thesetrendsincludeanincreasingcustomerneedforrealtimeinformationthatonlyadigitallyconnectedinfrastructurecanprovide.Moreover,GraingerrealizestheincreasinginfluenceanddemandsofagrowingMillennialworkforcethathas“grownup”ontechnologyand,asaresult,naturallyexpectstheirbusinesspartnerstobetechnicallyproficient.AlargemajorityofGrainger’scustomersarenowpurchasingon-lineandhavesophisticatedinventorymanagementsystemsthatrequirejust-in-timedeliveries.AccordingtoWikipedia,MROinvolvesthefixingofanysortofmechanical,plumbingorelectricaldeviceshoulditbecomeoutoforderorbroken(knownasrepair,unscheduled,orcasualtymaintenance).Italsoincludesperformingroutineactionsthatkeepthedeviceinworkingorder(knownasscheduledmaintenance)orpreventtroublefromarising(preventivemaintenance).7

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GraingerprofilestheNorthAmericanMROmarketintheir2016FactBook.7ThemarketisdividedbetweentheUSA(large,medium,&smallbusinesses)andCanada.Oftheestimated$130BMROtotalmarketintheUnitedStates,Graingercommandsanapproximately5to6percentshare.Likewise,inCanada,Graingerenjoysan8percentshareofa$11Btotalmarket.Accordingtotheindustrialdistributionwebsitewww.inddist.com,Graingerranksthirdoutofthetop50industrialdistributorsintermsofglobalrevenue.8Thesitealsoprovidesabreakdownoftheothermajorplayers/providersintheMROspace.

ClientAnalysis–BoschBoschpositionstheirpowertoolproductsashigh-quality,heavy-dutytoolsthatmeettheharshanddemandingrequirementsoftheprofessionalMROmarket.AsmentionedintheBoschPowerToolBrandingYouTubevideo,builderschooseBoschtoolsbecauseoftheirruggedness,reliabilityandabilitytohandleafairamountof“pressure”fromthetooloperator.8Boschleveragesits“premiumquality”imageandtargetsitsmessagingtoprofessionalswhoneedacontinuousdutypowertoolthatisreliable.Boschalsomakesmentionofitscordlesslineoftoolsthatincorporatethelatestadvancesinpowerconsumptionminimizationandbatterystoragetechnology.ImplicitinBosch’sbrandingistheconceptofapremiumproductforwhichMROprofessionalsarewillingtopayapremium.AsimpliedinoneofBosch’sPowerToolBrandingYouTubevideo,Bosch’sprimarycustomeristheMROconstructionworkerwhousespowertoolsasapartoftheirdailyjob.9Thisgroupdemandshighqualityandruggednessfromapowertoolthatisalsoabletotakealittle“abuse”.Bosch’ssecondaryaudienceistheconstructionmanager/foremanwhomanagesthoseworkerswhousepowertoolsattheirsite.MessagingtothissecondarygroupfocusesonthequalityandreliabilityaspectsofBoschpowertools(i.e.,meantimetorepair/replacethetoolismuchlongerthancompetingbrands),whichminimizesthetotalcostofownershipofthetool.BothprimaryandsecondarycustomerstendtoincreasinglyleverageBosch’son-linepresencetofurtherinteractwiththebrand.OfparticularinteresttobothgroupsisBosch’spowertoolselectionguidesegmentedbyindustrytradeandapplicationthatisavailableontheirwebsite.10TheMining.comwebsitepostedanarticleonBosch’snewNorthAmericanPowerToolwebsitelaunch.11ThearticlediscusseshowBoschrecognizesthemovebyconsumersandprofessionalstosmartphonesandtabletsoverdesktopcomputersand,inresponsetothistrend,hasrevampeditswebsite,debutingamoreresponsive,mobile-friendlydesignalongwithaseriesofupgradedfeatures.

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SWOTAnalysisforBoschcanbefoundonWikiWealth.com.12

Fig.2-SWOTAnalysisforBoschInansweringthesequestions,wehaveassumedthattheBoschbrandattributesassociatedwithproductinnovation,qualityandreliabilityextendbeyondpowertoolsandapplytoallproductsandservicesundertheBosch“umbrella”.AccordingtoSimilarWeb.com,theBoschPowerToolswebsite(www.boschtools.com)receivedatotalof305KvisitsinMay2016.13Averagetimespentonthesitewas3:23minutes.Averagenumberofpageviewswas3.76andthebouncerateoffofthesitewascloseto44percent.Boschisactiveonseveralsocialplatformsthathelpdrivetraffictotheirwebsite.However,thetrafficderivedfromthesesourceswasonly0.38percentofthetotalforMay2016.ThebiggestcontributorswereFacebook,followedbyYouTube,FacebookandTwitter.

StrengthsStrongSupplyChainInfrastructureUniqueProductsTechnologyBrandNameRecognition

WeaknessesCostlysolutionforinefnicientworknlowsLackofScaleHighCostStructure

OpportunitiesAbilitytoInnovateNewTechnologyNew&EmergingMarketsInternationalExpansionDigitalMarketing/Messaging

ThreatsSofteconomyManycompetitorsGovernmentregulationsAvailabilityofsubstituteproducts

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ProblemStatementThepurposeofthiscapstoneprojectistodesignamulti-channeldigitalmarketingcampaignfortheclient,Grainger,astheytargetasalesincreaseofBoschPowerToolsby10%onGrainger.com.Theclientwantsthecampaignstofocusondisplayadvertisingandemailforthisproject.GraingerisafirmthatsuppliesMRO(Maintenance,Repair,andOperation)products.Theyprovideanythingthatafirmmayneedwhichmaynotbecomepartofthefinalproduct.ThesuppliescanbeprocuredthroughGrainger.com,from370branchesacrosstheUSA,oroverthephone.Theyareabusiness-to-business(B2B)companyandhaveaglobalfootprintwithmanysubsidiariesindifferentcountriesacrosstheglobe.EventhoughGraingerisaB2Bfirm,itisactuallyverysimilartoaB2Cfirm,wheretheymarkettotheendconsumeraswell.Traditionally,Graingerwouldhavedonemarketingcampaignsbyitselfovervariousplatformssuchassearchads,displays,social,etc.Recently,theyhavestartedlookingatpartneringwiththeirbigsupplierstoconductjointpromotionalcampaigns.BoschToolsisonesuchsupplier.BoschTools,aunitofBosch,suppliespowertoolstoGrainger,andGraingerisoneofthemainB2BresellersofBosch.BoschToolshasseveralotherB2ConlinepartnersandafewB2Bpartnersaswell.GraingerandBoschToolsarepartneringtogethertoexplorewaystoincreasesalesofpowertools.Theywouldliketoincreasesalesby10%byworkingmorecloselytosellmoreproductstoexistingcustomers,findnewcustomers,andsellacrossproductcategoriesaswell.Boschtools.comisitselfaconsumer-facingwebsiteandhasdataoncustomerbehavior,andBoschissharingthisdatawithGrainger.InthisCapstone,ourtaskwillbetopresentacampaigntotheGraingerDigitalMarketingteamonhowtoincreasetheawarenessandsaleofBoschpowertoolsby10%onGrainger.com.Wewilltargetthecurrentandpotentialcustomersbyfocusingondisplayandemailchannels.DisplayadvertisingcouldbethroughGrainger.comorthroughprogrammaticdisplayadpurchases.TheemaildatabaseisownedbyGraingerandhasusersinterestedinthecategoryofpowertools.Thefinaloutputwillbeadigitalcampaignstrategydocumentthathelpsanswerthefollowingprompts.Question1:HowcanGraingerincreasesalesofBoschToolspowertoolsonGrainger.comtocustomerswhofirstvisitBoschtools.com?Wewillconsiderthescenarioslistedbelow.Scenario1:AudiencesthatvisitBoschtools.com,lookatapowertool(forexampleadrill),butdonotvisitGrainger.com

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Scenario2:AudiencesthatvisitBoschtools.com,lookatapowertool,andthenvisitGrainger.com,logintoGrainger.com,andvisitthepowertoolscategoryScenario3:AudiencesthatvisitBoschtools.com,lookatapowertool,andthenvisitGrainger.com,logintoGrainger.com,andvisittheplumbingcategorybutnotpowertoolsQuestion2:HowcanGraingercross-sell/up-sellmoreBoschproductsfromcategoriesbeyondpowertoolstoitsexistingcustomers?WewillmaketheassumptionthattheseexistingcustomershavealreadyboughtBoschbrandtoolsonGrainger.com.

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TheCustomerDecisionJourney(CDJ)

Fig.3–TheCustomerDecisionJourneyDiagram14Question1:HowcanGraingerincreasesalesofBoschToolspowertoolsonGrainger.comtocustomerswhofirstvisitBoschtools.com?Scenario1:AudiencesthatvisitBoschtools.com,lookatapowertool(forexampleadrill),butdonotvisitGrainger.comBuildAwareness15• Primaryquestion:Doconsumersrecallandrecognizemybrand?• CDJ:InitialconsiderationsetScenario2:AudiencesthatvisitBoschtools.com,lookatapowertool,andthenvisitGrainger.com,logintoGrainger.com,andvisitthepowertoolscategoryInfluenceConsideration16• Primaryquestion:“DotheproductsIoffersatisfyconsumer’sneeds?”• CDJ:ActiveEvaluation

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Scenario3:AudiencesthatvisitBoschtools.com,lookatapowertool,andthenvisitGrainger.com,logintoGrainger.com,andvisittheplumbingcategorybutnotpowertoolsImproveSalesProcess17• Primaryquestion:Domysaleseffortsresultinwinsformybrand?AmIwinningat

shelf?Cartabandonment?• CDJ:MomentofPurchaseQuestion2:HowcanGraingercross-sell/up-sellmoreBoschproductsfromcategoriesbeyondpowertoolstoitsexistingcustomers?GrowLoyalty18• Doconsumersadvocateformybrand?• CDJ:LoyaltyLoop

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Question1:HowcanGraingerincreasesalesofBoschToolspowertoolsonGrainger.comtocustomerswhofirstvisitBoschtools.com?

BusinessObjective

CustomerDecisionJourney(CDJ)Mapping

RecommendedAnalysis19

Scenario1:AudiencesthatvisitBoschtools.com,lookatapowertool(forexampleadrill),butdonotvisitGrainger.com

BuildAwarenessPrimaryQuestion:“Docustomersrecallandrecognizemybrand”

Initialconsiderationset

1. “WhyistheScenario1

audiencenotvisitingGrainger.com?”

2. “Arethereaspectsof

Bosch’swebsitethatdiscouragesubsequentvisitstoGrainger’ssite?”

CompetitiveIntelligence

1. Use“Compete”tooltoanswer:“Whereare

audiencesgoingaftervisitingboschtools.com?”

2. UseAdwordsKeywordtooltoanswer:

“Whatcausesaudiencestovisitcompetitorsitesaftervisitingboschtools.com”?

Scenario2:AudiencesthatvisitBoschtools.com,lookatapowertool,andthenvisitGrainger.com,logintoGrainger.com,andvisitthepowertoolscategory

Influence

ConsiderationPrimaryQuestion:“DotheproductsIoffersatisfycustomerneeds?”

Activeevaluation

“WhatinfluencersshouldbeinstalledontheBoschandGraingerwebsitestogettheScenario2audiencetoexploreBoschpowertools?”

Experimentation/Testing

1. Analyzegrainger.comwebtrafficdatato

seewhereaudiencesarevisitingwithinthepowertoolscategory.

2. PerformA/BtestingusingGoogleWebsite

AnalyzertodeterminewhatcontentwillinfluenceaudiencestolookatBoschpowertoolsongrainger.com

Scenario3:AudiencesthatvisitBoschtools.com,lookatapowertool,andthenvisitGrainger.com,logintoGrainger.com,andvisittheplumbingcategorybutnotpowertools

ImproveSalesProcessPrimaryQuestion–“Domysaleseffortsresultinwinsformybrand?AmIwinningatshelf?”

MomentofPurchase

“WhyistheScenario3audiencenotvisitingthepowertoolssectionofthe

Graingerwebsite?”

Outcomesanalysis

1. UseMongooseMetricsorGoogleAnalytics

todeterminepercentageofaudiencethatdoesnotconvertunderScenario3.

2. PerformA/BtestingusingGoogleWebsite

AnalyzertodetermineoptimalinfluencerstogetScenario3audiencevisitorstovisitBoschpowertoolssectiononGrainger.com.

Question2:HowcanGraingercross-sell/up-sellmoreBoschproductsfromcategoriesbeyondpowertoolstoitsexistingcustomers?

GrowLoyalty

PrimaryQuestion–“Doconsumersadvocatefor

mybrand?”

LoyaltyLoop

“WhatmakesloyalcustomersforBoschproductsthroughtheGraingerwebsite?”

Voiceofcustomer(brandadvocacy)

1. Useon-linesurveyproviderssuchas4QBy

iPerceptionsorKissinsightstounderstandwhycustomerschosetheBoschBrand.

Fig.4–CustomerDecisionJourneyMapping

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AudienceDiscoveryQuestionsandRecommendedAnalysisQuestion1:HowcanGraingerincreasesalesofBoschToolspowertoolsonGrainger.comtocustomerswhofirstvisitBoschtools.com?Scenario1:AudiencesthatvisitBoschtools.com,lookatapowertool,butdonotvisitGrainger.com.BuildAwareness20• Primaryquestion:Doconsumersrecallandrecognizemybrand?• Analysis:CompetitiveintelligenceScenario2:AudiencesthatvisitBoschtools.com,lookatapowertool,andthenvisitGrainger.com,logintoGrainger.com,andvisitthepowertoolscategoryInfluenceConsideration21• Primaryquestion:“DotheproductsIoffersatisfyconsumer’sneeds?”• Analysis:Experimentation/TestingScenario3:AudiencesthatvisitBoschtools.com,lookatapowertool,andthenvisitGrainger.com,logintoGrainger.com,andvisittheplumbingcategorybutnotpowertoolsImproveSalesProcess22• Primaryquestion:Domysaleseffortsresultinwinsformybrand?AmIwinningat

shelf?Cartabandonment?• Analysis:OutcomesanalysisQuestion2:HowcanGraingercross-sell/up-sellmoreBoschproductsfromcategoriesbeyondpowertoolstoitsexistingcustomers?GrowLoyalty23• Doconsumersadvocateformybrand?• Analysis:Voiceofcustomer(brandadvocacy)

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Question1:HowcanGraingerincreasesalesofBoschToolspowertoolsonGrainger.comtocustomerswhofirstvisitBoschtools.com?

BusinessObjective

KeyQuestionsAboutAudience

Behavior

RecommendedAnalysis24

Scenario1:AudiencesthatvisitBoschtools.com,lookatapowertool(forexampleadrill),butdonotvisitGrainger.com

BuildAwarenessPrimaryQuestion:“Docustomersrecallandrecognizemybrand”


“Whereareaudiencesgoingafter

visitingboschtools.com?

Boschtools.comwebsitetrafficdataà“Compete”tool


“Whatcausesaudiencestovisitcompetitorsitesaftervisiting

boschtools.com”?

Boschtool.comwebsitetrafficdataàAdwordsKeywordtool

Scenario2:AudiencesthatvisitBoschtools.com,lookatapowertool,andthenvisitGrainger.com,logintoGrainger.com,andvisitthepowertoolscategory

Influence

ConsiderationPrimaryQuestion:“DotheproductsIoffersatisfycustomerneeds?”


“Whatareaudienceslookingatwithin

thepowertoolscategory?

UseGoogleAnalyticstoanalyzegrainger.comwebtrafficdata


“Whatcontentwillinfluenceaudiences

tolookatBoschpowertoolsongrainger.com?”

PerformA/BtestingusingGoogleWebsiteAnalyzer

Scenario3:AudiencesthatvisitBoschtools.com,lookatapowertool,andthenvisitGrainger.com,logintoGrainger.com,andvisittheplumbingcategorybutnotpowertools

ImproveSalesProcessPrimaryQuestion–“Domysaleseffortsresultinwinsformybrand?AmIwinningatshelf?”

OutcomesAnalysis

“WhatisthepercentageofaudiencethatdoesnotconvertunderScenario

3?”

UseMongooseMetricsorGoogleAnalyticsonwebsitedataforGrainger.com.

OutcomesAnalysis

“WhataretheoptimalinfluencerstoinduceScenario3audiencevisitorstovisitBoschpowertoolssectionon

Grainger.com?”

PerformA/BtestingusingGoogleWebsiteAnalyzer

Question2:HowcanGraingercross-sell/up-sellmoreBoschproductsfromcategoriesbeyondpowertoolstoitsexistingcustomers?

GrowLoyalty-PrimaryQuestion–“Doconsumersadvocateformybrand?”

Voiceofcustomer(brandadvocacy)

“WhydoGraingercustomerschoose

theBoschbrand?”

Useon-linesurveyproviderssuchas4QByiPerceptionsorKissinsights

Fig.5–AudienceDiscoveryQuestions&RecommendedAnalysis

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DataCollectionandAnalysisQuestion1–Scenario1Ourgoalisto“BuildAwareness”fortheGraingerbrandandwewillperformasetofanalysesthatwillpointtokeyinsightsincompetitiveintelligence.25AccordingtoAvinashKaushik,thegoalofobtainingcompetitiveintelligence26isto:

1. GetcontexttoGrainger’sownperformancevis-a-visitscompetitors(theonestheyknowaboutandtheonestheydon't)

2. Analyzeecosystemtrends,opportunities,failures,impactofyourmarketingspend,emergingcustomerpreferencesandchanges,etc.

Thedatasetswewillcollectwillincludegrainger.comwebtrafficdatareportsandoutputsfromvarioustoolsusedtomeasuretraffictoandfromboschtools.comandgrainger.com.KeyPerformanceIndicators(KPIs)wewillmeasureinclude:

A. FrequencyofScenario1audiencevisitstoGrainger.comàAnalyzesitesvisitedbyaudiencesbeforeandaftervisitingboschtools.comandgrainger.com(includingfrequency)usingthe“Compete”tool.

B. Scenario1audiencesitevisitsaftervisitingboschtools.comàDeploytheAdwordsKeywordtoolonboschtools.comwebtrafficdatatomeasuretheeffectofthisinfluencer.

C. EstablishmetricsforBounceRate,ApplauseRate,andAmplificationRateforgrainger.comusingGoogleAnalyticsandGoogleCorrelate27.

TheremaybesomesamplingbiasassociatedwiththewebtrafficdatabeinganalyzedbytheCompetetoolforKPI#1.28Toeliminatethiseffect(includingthepossibilityofseasonality),wewillensurethatwehave,ataminimum,oneyear’sworthofdatatoanalyze.Question1–Scenario2Inthisscenario,ourgoalisto“InfluenceConsideration”forGraingerasasupplierofBoschpowertoolsandwewillperformasetofexperimentsandteststodeterminewhatinfluencersshouldbeinstalledontheBoschandGraingerwebsites.29TheresultsshouldenableustoinducetheScenario2audiencetoexploreBoschpowertoolsontheGraingersite.

KeyPerformanceIndicators(KPIs)wewillmeasureinclude30:

A. Analyzegrainger.comwebtrafficdatatoseewhereaudiencesarevisitingwithinthepowertoolscategory.DevelopaKPIthatmeasuresthefrequency

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andamountoftimespentbyaudiencesontheBoschpowertoolsectionofthesite.

B. PerformA/BtestingusingGoogleWebsiteAnalyzertodeterminewhatcontentwillinfluenceaudiencestolookatBoschpowertoolsongrainger.com.

TheremaybesomesamplingbiasassociatedwiththewebtrafficdatabeinganalyzedtomeasurebothKPIs.31Toeliminatethiseffect(includingthepossibilityofseasonality),wewillensurethatwehave,ataminimum,oneyear’sworthofdatatoanalyze.Question1–Scenario3Inthisscenarioourgoalisto“ImprovetheSalesProcess”ongrainger.combyinducingScenario3audiencestovisitthepowertoolssection(includingBosch)oncetheyarrive.32WewillperformanoutcomesanalysistodeterminewhyScenario3audiencesdonotimmediatelyvisitthepowertoolssectionofgrainger.com.33

Thedatasetscollectedwillincludewebtrafficdatareportsandoutputsfromvarioustoolsusedtomeasuretraffictoandfromboschtools.comandgrainger.com.KeyPerformanceIndicators(KPIs)wewillmeasureinclude:34

A. MongooseMetricsorGoogleAnalyticstodeterminepercentageofaudiencethatdoesnotconvertunderScenario3.

B. PerformA/BtestingusingGoogleWebsiteAnalyzertodeterminewhatcontentwillinfluenceaudiencestolookatBoschpowertoolsongrainger.com.

TheremaybesomesamplingbiasassociatedwiththewebtrafficdatabeinganalyzedtomeasurebothKPIs.35Toeliminatethiseffect(includingthepossibilityofseasonality),wewillensurethatwehave,ataminimum,oneyear’sworthofdatatoanalyze.Question2Ourgoalhereisto“GrowLoyalty”fortheGraingerbrandandwewillperformaVOC:BrandAdvocacyanalysistodeterminewhatcreatesloyalcustomersforBoschproductsthroughgrainger.com.36

Wewilldeployon-linesurveyproviderssuchas4QByiPerceptionsorKissinsightstounderstandwhycustomerschosetheBoschBrand37.Thedatacollected,alongwithestablishedmetricsforBounceRate,ApplauseRate,andAmplificationRateforgrainger.comusingGoogleAnalyticsandGoogleCorrelate,willenableustoobtainagoodunderstandingastowhyaudiencesareloyaltotheBoschbrand.38

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Theremaybesomequestionnairebiasassociatedwiththesurveyquestionsweposetoouraudience.39Toeliminatethiseffect,wewillensurethatwehave,ataminimum,a15percentresponseratetothesurvey.

Fig.6-TypesofDataAnalysis40Question1–Scenario1Ourgoalisto“BuildAwareness”fortheGraingerbrandandwewillperformasetofanalysesthatwillpointtokeyinsightsincompetitiveintelligence.41Fig.1instructsustoperformadescriptiveanalysis.BasedontheKPIsputforthforthisscenario,thefollowingbenchmarksshouldbeputinplace:

• IncreaseScenario1audiencevisitstoGrainger.comfromboschtools.comby30percent

• LowerBounceRateoffofgrainger.comby10percentTheoverallgoaloftheanalysisistounderstandwheretheScenario1audienceisgoingaftervisitingboschtools.comanddeterminewhatinfluencersneedtobeinplacetoinducethemtosubsequentlyvisitgrainger.com.

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Question1–Scenario2Ourgoalisto“InfluenceConsideration”forGraingerasasupplierofBoschpowertoolsandwewillperformasetofexperimentsandteststodeterminewhatinfluencersshouldbeinstalledontheBoschandGraingerwebsites.42Fig.1aboveprescribesacausalanalysis.BasedontheKPIsputforthforthisscenario,thefollowingbenchmarksshouldbeputinplace:

• IncreaseScenario2audiencetimespentvisitingBoschpowertoolsectionofgrainger.comby30percent

• Increasetrafficfromotherportionsofthegrainger.compowertoolssectiontoBoschproductofferingsby50percent.

TheoverallgoaloftheanalysisistounderstandwhatinducerswillcausetheScenario2audienceisactivelyseekouttheBoschpowertoolspageongrainger.comandspendmoretimethere.Question1–Scenario3Ourgoalisto“ImprovetheSalesProcess”ongrainger.combyinducingScenario3audiencestovisitthepowertoolssection(includingBosch)oncetheyarrive43.WewillperformanoutcomesanalysistodeterminewhyScenario3audiencesdonotimmediatelyvisitthepowertoolssectionofgrainger.com.44Fig.1prescribesanexploratoryanalysis.BasedontheKPIsputforthforthisscenario,thefollowingbenchmarksshouldbeputinplace:

• Decreasenon-convertingaudienceunderScenario3by20percent.• Increasetrafficfromotherportionsofthegrainger.comtopowertools

sectionandthentoBoschsectionby30percent.ThegoaloftheanalysisistounderstandwhatinducerscausetheScenario3audiencetoactivelyseekouttheBoschpowertoolspageongrainger.com,spendmoretimethere,andpurchaseaBoschpowertool.

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Question2Ourgoalhereisto“GrowLoyalty”fortheGraingerbrandandwewillperformaVOC:BrandAdvocacyanalysistodeterminewhatcreatesloyalcustomersforBoschproductsthroughgrainger.com.45Fig.1prescribesaninferentialanalysis.BasedontheKPIsputforthforthisscenario,thefollowingbenchmarksshouldbeputinplace:

• Obtaina15percentminimumresponseratetoloyaltysurveys.• IncreaseAmplificationRateandApplauseRateby25%

TheoverallgoaloftheanalysisistounderstandwhatfactorswillcauseaudiencesloyaltotheBoschbrandtoactivelyadvocateforit.

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ChannelStrategy-(EmailandDisplay)AudienceCategory1:UserslandingonGrainger.comdirectlyNewcustomers:ManynewcustomersvisitGrainger.comonadailybasis.GraingerwantstotargetthesenewcustomersandincreasethesalesofBoschpowertoolsonGrainger.com.

Fig.7-CreatingCustomerDemandAccordingtotheassignedtext,themainobjectivesofonlineadvertisingaretoincreasesales,improvebrandawarenessandraiseshareofvoiceinthemarketplace.46Moreover,creatingcustomerdemandisathree-stepprocess:inform,persuadeandremind.47Onlineadvertisingtakesadvantageoftheemotivequalitiesofimages,videosandanimations.48Withtheseprinciplesinmind,thefirstgoalofourdisplayadvertisingcampaignshouldbetoinformnewGraingercustomersthatGraingerisaviableandcrediblesupplierofBoschprofessionalpowertools.

Fig.8-MarketingStrategyforAudienceCategory1:NewCustomerOnewaythatGraingercoulddothisistorequestthatnewcustomerstakeabriefsurveytoprovidetheircontactinformation(name,e-mailaddress)anddisclosetheirinterestsinvariousproductcategoriesinordertobetternavigatethegrainger.comsite.Customerswouldprovidethisinformationinexchangeforvaluesuchasadiscountcoupon(suppliedviae-mail)orsomeotheroffer.After

Inform Persuade Remind

NewcustomervisittoGrainger

site

Establishonlineaccount

Completepreferencesurvey

Followpromptstopersoanalizedlandingpage

Receivetargetede-mailsfromGrainger

21

completingthesurvey,Graingercouldhaveabanneradvertisementthat,whenclickedon,wouldtakethecustomerdirectlytotheBoschpowertoolsection.Grainger’sgoalatthisjunctureistosimplyinformthecustomeraboutBoschpowertoolsandtoprominentlydisplayinformationabouttheproducts.AnotherstrategywouldbefornewcustomerstoestablishanonlineaccountwithGraingerwherethecustomerprovidestheircontactinformationandpreferences.Additionally,customerswouldbeencouragedtologintotheiraccounteachtimetheyvisitgrainger.comsothatGraingercantracktheirtrafficonthesiteandprovidetargeteddisplayadvertisementsande-mailsbasedontheiron-linepreferences.Thosenewcustomerswhoindicateaninterestinpowertoolswouldbeselectedasrecipientsofatargetede-mailcampaignthatpersuadesandremindsthemtoconsiderBoschpowertoolsonGrainger’swebsite.Thesee-mailswouldalertrecipientstoanupcomingpromotion,sale,orwebinarthatfeaturesaparticularBoschpowertoolordiscussesanend-userapplicationforBosch’sproducts.AudienceCategory1:UserslandingonGrainger.comdirectly• Currentcustomers:Graingerwantstocross-sellorup-selldifferentcategories

ofBoschbrandproductstocustomerswhohavepurchasedBoschpowertoolsonGrainger.com.

•

Fig.9–ContentMarketingStrategyforAudienceCategory1:ExistingCustomerExistingBosch/GraingercustomerswouldmostlikelyhaveanonlineaccountwithGraingerand,oncethey’veloggedin,grainger.comcouldtakethemtoalandingpagethatfeaturesBoschpowertoolsandfocusesonaparticularsellingfeaturethatwouldbeofinteresttothecustomer.Forexample,customerswhohavepreviouslypurchasedacordlessBoschtoolmaybeinterestedinothertoolsthatusethesamebattery.ThistacticwouldbeagreatwayforGraingertocross-sellcustomerstootherBoschproductcategories.

ExistingcustomervisittoGraingersite

Signintoonlineaccount

Followpromptstopersonalizedlandingpage

Receivetargetede-mailsfromGrainger

22

AudienceCategory2:UserslandingonBoschtools.comfirst• Scenario1:AudiencesthatvisitBoschtools.com,lookatapowertool(for

exampleadrill),butdonotvisitGrainger.com

Fig.10–ContentMarketingStrategyFlowChartforAudienceCategory2,Scenario1

Whenthisaudienceisabouttoleaveboschtools.com,apop-upadvertisementcouldbedeployedthatasksthecustomeriftheywouldliketoviewtheBoschtoolsectionofgrainger.com.Ifthecustomerreplies‘no’tobeingredirectedtograinger.com,thenGraingercouldsendatargetede-mailtothecustomercontainingacoupon,alinktoanupcomingwebinar,orsomeothervaluethatencouragesthecustomertovisitgrainger.com.• Scenario2:AudiencesthatvisitBoschtools.com,lookatapowertool,andthen

visitGrainger.com,logintoGrainger.com,andvisitthepowertoolscategory.


Forallcustomerswhovisitboschtools.compriortovisitingGrainger’spowertoolsection,Graingercoulddeploydisplayadvertisingonthecustomer-landingpagethatoffersacouponorspecialpromotionforBoschtoolsanddirectsthemtotheBoschtoolssectionofgrainger.com.Inconjunction,Graingercouldsendthesecustomersatargetede-mailthatalsocommunicatesthespecialpromotiondetails.

Customerleavesforanothersite(notGrainger)

BoschWebsite

OffertodirecttoGraingerwebsite?

Popupwindowappears

• Newcustomerreception• Existingcustomerreception

GraingerWebsite

• Promotions/coupons• Upcomingwebinars

Targetede-mail

campaign

CustomerproceedstoGraingerweb

site

Boschwebsite

DisplayadvertisingforBoschtoolpromotion

Graingerpowertools

• PromotionDetails• Targetede-mail

BoschToolspage


Targetede-mail

campaign

23

• Scenario3:AudiencesthatvisitBoschtools.com,lookatapowertool,andthen

visitGrainger.com,logintoGrainger.com,andvisittheplumbingcategorybutnotpowertools.


Forallcustomerswhovisitboschtools.compriortovisitinggrainger.com,Graingercoulddeploydisplayadvertisingonthecustomer-landingpagethatoffersacouponorspecialpromotionforBoschtoolsanddirectsthemtotheBoschtoolssectionofgrainger.com.Inconjunction,Graingercouldsendthesecustomersatargetede-mailthatalsocommunicatesthespecialpromotiondetails.

CustomerproceedstoGraingerweb

site

Boschwebsite

DisplayadvertisingforBoschtoolpromotion

Graingerplumbing

• PromotionDetails• Targetede-mail

BoschToolspage


Targetede-mail

campaign

24

AudienceCategory1:UserslandingonGrainger.comdirectlyNewcustomers:ManynewcustomersvisitGrainger.comonadailybasis.GraingerwantstotargetthesenewcustomersandincreasethesalesofBoschpowertoolsonGrainger.com.BasedonthemarketingstrategyillustratedinFig.8,thecontentdisplaystrategyforthisscenariocouldbeasfollows:

Fig.13-ChannelMarketingStrategyforAudienceCategory1:NewCustomer

NewcustomertoGrainger.com• Establishonlineaccount• Determinecustomerinterestinpowertools• DirectcustomertoBoschpowertoolssection

BoschPowerToolssectiononGrainger.com• informnewcustomersthatGraingerisaviableandcrediblesupplierofBoschprofessionalpowertools.• Emphasizelong-standingrelationshipbetweenGraingerandBosch• DiscusshowBoschpowertoolsareuniquelydesignedforMROvertical• Providespecialpromotiondetails,availabilityofcoupon

Targetede-mailsfromGrainger(fromonlineaccountcontactinfo)• PersuadeandremindcustomerstoconsiderBoschpowertoolsonGrainger’swebsite-->Co-brandBosch&Grainger• WebinarthatdiscusssesMROend-userapplicationthatusesBoschtool• Providespecialpromotiondetails,availabilityofcoupon• Linkstospecinicproductinfoonboschtools.comandgrainger.com

25

AudienceCategory1:UserslandingonGrainger.comdirectly• Currentcustomers:Graingerwantstocross-sellorup-selldifferentcategories

ofBoschbrandproductstocustomerswhohavepurchasedBoschpowertoolsonGrainger.com.

BasedonthemarketingstrategyillustratedinFig.9,thecontentdisplaystrategycouldbeasfollows:

Fig.14-ChannelMarketingStrategyforAudienceCategory1:ExistingCustomer

ExistingcustomervisitsGrainger.com• Signintoonlineaccount• Landingpageincludeclickthroughadstopreferreoproductcategories• HaveadisplayadthatlinkedstoBoschpowertoolssection

BoschPowerToolssectiononGrainger.com• informexistingcustomersthatGraingerisaviableandcrediblesupplierofBoschprofessionalpowertools.• Emphasizelong-standingrelationshipbetweenGraingerandBosch• DiscusshowBoschpowertoolsareuniquelydesignedforMROvertical• Providespecialpromotiondetails,availabilityofcoupon

Targetede-mailsfromGrainger(fromonlineaccountcontactinfo)• Providecustomer'sBoschpowertoolpurchasinghistory• PersuadeandremindcustomerstoconsiderBoschpowertoolsonGrainger’swebsite-->Co-brandBosch&Grainger• WebinarthatdiscusssesMROend-userapplicationthatusesBoschtool• Providespecialpromotiondetails,availabilityofcoupon• Linkstospecinicproductinfoonboschtools.comandgrainger.com

26

AudienceCategory2:UserslandingonBoschtools.comfirst• Scenario1:AudiencesthatvisitBoschtools.com,lookatapowertool(for

exampleadrill),butdonotvisitGrainger.comBasedonthemarketingstrategyflowchartillustratedinFig.10,thecontentdisplaystrategycouldbeasfollows:

Fig.15-ChannelMarketingStrategyforAudienceCategory2:Scenario1

Customervisitsboschtools..com• Getsinformationaboutaparticularpowertool• Uponleavingsite,pop-upappearsthatoffersredirecttograinger.com• HaveadisplayadthatlinkstoBoschpowertoolssection


Targetede-mailsfromGrainger(fromonlineaccountcontactinfo)• Providecustomer'sBoschpowertoolpurchasinghistory(ifapplicable)• PersuadeandremindcustomerstoconsiderBoschpowertoolsonGrainger’swebsite-->Co-brandBosch&Grainger• WebinarthatdiscusssesMROend-userapplicationthatusesBoschtool• Providespecialpromotiondetails,availabilityofcoupon• Linkstospecinicproductinfoonboschtools.comandgrainger.com

27

• Scenario2:AudiencesthatvisitBoschtools.com,lookatapowertool,andthenvisitGrainger.com,logintoGrainger.com,andvisitthepowertoolscategory.

BasedonthemarketingstrategyflowchartillustratedinFig.11,thecontentdisplaystrategycouldbeasfollows:

Fig.16-ChannelMarketingStrategyforAudienceCategory2:Scenario2


PowerToolsSectiononGrainger.com• Presentsallbrandsofpowertools,includingBosch• DisplayadvertisementtoredirecttoBoschpowertoolssection


Targetede-mailsfromGrainger(fromonlineaccountcontactinfo)• Providecustomer'sBoschpowertoolpurchasinghistory(ifapplicable)• PersuadeandremindcustomerstoconsiderBoschpowertoolsonGrainger’swebsite-->Co-brandBosch&Grainger• WebinarthatdiscusssesMROend-userapplicationthatusesBoschtool• Providespecialpromotiondetails,availabilityofcoupon• Linkstospecinicproductinfoonboschtools.comandgrainger.com

28

• Scenario3:AudiencesthatvisitBoschtools.com,lookatapowertool,andthenvisitGrainger.com,logintoGrainger.com,andvisittheplumbingcategorybutnotpowertools.

BasedonthemarketingstrategyflowchartillustratedinFig.12,thecontentdisplaystrategycouldbeasfollows:

Fig.17-ChannelMarketingStrategyforAudienceCategory2:Scenario3Somegeneralcommentsregardingthecontentmarketingstrategy:• Bosch/Graingerco-branding–bothBoschandGraingerneedtoconvince

customersthereisastrongrelationshipbetweenthetwocompanies.GraingerneedstobuildupBoschasaworld-classsupplierofpowertoolsandBoschneedstobuildupGraingerasaworld-classsupplierofMROproducts.


PlumbingSectiononGrainger.com• PresentsGrainger'sselectionofplumbingsupplies• DisplayadvertisementtoredirecttoBoschpowertoolssection


Targetede-mailsfromGrainger(fromonlineaccountcontactinfo)• Providecustomer'sBoschpowertoolpurchasinghistory(ifapplicable)• PersuadeandremindcustomerstoconsiderBoschpowertoolsonGrainger’swebsite• WebinarthatdiscusssesMROend-userapplicationthatusesBoschtool• Providespecialpromotiondetails,availabilityofcoupon

29

• Valuemustbegiventothecustomerinexchangeforadesiredbehaviororaction

o Customer-providedvaluetomarketer§ Contactinformation§ Preferencessurveyresults§ Willingnesstoberedirectedwhileonline

o Marketer-providedvaluetocustomer§ Promotions§ Coupons§ Productinformation§ Webinars

30

TestandControlPlanFromthe‘eMarketing’text,thefourpillarsofmarketresearchare:49

Fig.18–FourPillarsofMarketResearchBasedontheaudiencescenariosbeingconsideredforourcontentmarketingstrategy,wehaveformedthreeobjectivesforourresearch:1. Whatbusiness‘pains’doesaprofessionalpowertoolmanufacturerlike

Boschaddressforthemaintenance,repair,andoperations(MRO)market?HowshouldBoschandGraingergoaboutcommunicatingtotheirtargetaudiencetheirabilitytomeetthose‘pains’?

ThisobjectivedivesintounderstandingwhatfactorswouldinfluencecustomerswhostartoneitherBoschtools.comwebsiteortheGrainger.comwebsite(bothnewandexistingcustomers)toproceedtotheBoschpowertoolssectionoftheGraingersite.

MarketResearch

ResearchMethodology

Qualitative/Quantitative

Data

Sampling

Primary/SecondaryResearch

31

2. WhatisGrainger’suniquevaluepropositiontotheMROmarketasasupplierof(Bosch)powertools?WhatuniquecontentshouldGraingerdeployonitswebsitetopromotethevalueofBoschpowertoolsandinfluencecustomerstopurchase?

Thisobjectiveinvestigateswhichfactorswouldinfluence(a)customerswhostartonBoschtools.comwebsitetoproceedtothe‘PowerTools’sectionoftheGrainger.comwebsiteand(b)customersontheGrainger.comwebsitewhoareinthe‘Plumbing’or‘PowerTools’sectiontoproceedtotheBoschpowertoolssectionoftheGraingersite.3. Whattypeoftargetede-mailcontentismostimpactfulforBosch/Graingerin

ordertogetpotentialcustomerstoconvertandpurchaseaBoschpowertoolthroughGrainger?Whattypeofinformationdoprospectivepowertoolbuyerswantbeforetheymakeapurchasingdecision?

Thisobjectivewillprovideunderstandingastowhatelementsofatargetede-mailcampaign(content,frequency,links,etc.)pursuedbyeitherBoschorGrainger(orbothBoschandGrainger)forallfiveofthescenariospresentedinModule4.

32

Fig.19–ActivityMappingforResearchObjective#1

ScenariosCovered

byResearchObjective#1

VisitGrainger.comnirst/Newcustomer

VisitGrainger.comnirst/Existingcustomer

VisitBoschtools.comnirst/DonotvisitGrainger.comnext

ResearchObjective1:"HowdoBoschpowertoolsaddressthe'pains'ofMRO

market?"

PrimaryResearch

QualitativeData

FocusGroupSessionwithBoschToolusersinMROMarket-Google

Hangout

Interview20-25participantsthathave

experiencewithBosch'sentirepowertoolofferings

CraftMROcustomer

testimonialstodisplayonBoschand

Graingerwebsites

QuantitativeData

Listentosocialmediatrafnic

usingkeywords"MRO+power+tools"usingSocialbakersorTechnorati

BoschtodevelopMROsubjectmatterexpert(SME)socialmediastrategybasedon

observedresults

Boschtoengageinonline

discussionasMROSME

SecondaryResearch

QualitativeData

Onlineresearch-WhatattributesdoMROcustomers

seekinprofessionalgradepowertools?

GooglesearchofMROindustryweb

sites,tradejournals,

publications,etc.

Develop"howto"webinarsforMROapplicationsusing

Boschtools

ReviewMROdeninition/infoonUSGovernmentGeneralServicesAdministrationwebsite51

IntegratekeypointsintomessagingtoMROmarket

CreatecustomlandingpagesforMROpowertoolcustomerson

Bosch&Graingerwebsites

QuantitativeData

AnalyzesalesdataofBoschpowertools

through:

Grainger.com=identiniedMROcustomers,whatBoschpowertoolsdidtheybuy?

Createonlinesales

promotionsformostpopularBoschtools

Othersaleschannels=unidentinied

MROcustomers,whatBosch

powertoolsdidtheybuy?

Createonlinesales

promotionsformostpopularBoschtools

33

GeneralcommentsregardingResearchObjective#1:• TheresultsachievedinResearchObjective#1willbeimplementedinaseriesof

landingpagesanddisplayadvertisementsonboththeBoschandGraingerwebsitesthatinfluenceaudiencestoselectBoschastheirpowertoolsupplierofchoicethroughGrainger.

• Graingerwillmeasurecost-per-click(CPC)andcost-per-acquisition(CPA)for

banneradsdisplayedontheBoschpowertoolssite.• ItwillbeimportantforBoschtoactivelyengagetheMROaudiencethrough

socialmediachannelstoestablishitselfasasubjectmatterexpertonitsabilitytomeettheneedsofthemarketfromapowertoolperspective.

34


ScenariosCoveredbyResearch

Objective#2



VisitBoschtools.comnirst/VisitGrainger'spowertoolsectionnext

VisitBoschtools.comnirst/VisitGrainger'splumbingsectionnext

ResearchObjective2:"WhatisGrainger'suniquevaluepropositiontotheMROmarketasa

supplierof(Bosch)powertools?"

PrimaryResearch

QualitativeData

FocusGroupSessionwithkeyGraingerpowertool

purchasers-GoogleHangout

Interview20-25participantsthathaveexperiencewithGrainger'svariouspower

toolofferings

CraftMROcustomertestimonialstodisplayon

BoschandGraingerwebsites

QuantitativeData

Listentosocialmediatrafnicusingkeywords"Grainger+MRO+power+tools"usingSocialbakersorTechnorati

DevelopMROpowertoolsubjectmatterexpert(SME)socialmediastrategybased

onobservedresults

Graingertoengageinonlinediscussionsas

MROSME

SecondaryResearch

QualitativeData

Onlineresearch-WhatattributesdoMROcustomers

seekinasupplierofprofessionalgradepower

tools?

GooglesearchofMROindustrywebsites,tradejournals,publications,etc.

DevelopeduacationalwebinarsforMROprocurement

professionalsfeaturingBoschpowertools

QuantitativeData

AnalyzeGraingersalesdataofallpowertools(including

Bosch)

AnalyzeaudiencewebtrafniconGrainger.comforeachpowertoolbrandusing

GoogleAnalyticsandGoogleKeywordPlannerto

determinekeywordsusedforBosch

CreatetargetedbanneradsforBoschpowertoolsonGrainger.comtomapwithidentinied'Bosch'keywords

35

GeneralcommentsregardingResearchObjective#2:• TheresultsachievedinResearchObjective#1willbeimplementedinaseriesof

landingpagesanddisplayadvertisementsonboththeBoschandGraingerwebsitesthatinfluenceaudiencestoselectGraingerastheirsupplierofchoiceforBoschpowertools.

• ItwillbeimportantforGraingertoactivelyengagetheMROaudiencethrough

socialmediachannelstoestablishitselfasasubjectmatterexpertontheneedsofthemarketanditsabilitytoservicethoseneedsbysupplyingqualityproductslikeBoschpowertools.

36


ScenariosCoveredbyResearch

Objective#3



VisitBoschtools.comnirst/Donot

visitGrainger.com

next

VisitBoschtools.comnirst/VisitGrainger'spowertoolsectionnext

VisitBoschtools.comnirst/VisitGrainger'splumbingsectionnext

ResearchObjective3:"Whattypeoftargetede-mailinformationwouldaprospectivepowertoolbuyerwantbefore

makingapurchasingdecision?Howoftenshouldtheyreceivethisinformation?"

PrimaryResearch

QualitativeData

FocusGroupSessionwithkeyGraingercustomerswhopurchasedBoschpowertools-Google

Hangout

Interview20-25participantstogettheirinputondesiredcontentforatargetede-mailcommunicationseries

CreateGraingerMROpowertoolUser'sGroup-->rolewouldbetocritique

upcominge-mailcampaignsbeforelaunch

QuantitativeData

Sendtargetede-mailstomediumsizeMROcustomerpopulation(Graingerandnon-Graingercustomers)

Measureopenrate,CTR,opt-outrate,visitstoGrainger.com,visitsto

BoschpowertoolssectiononGrainger.com,Conversionrate

Adjustcontentofe-mailsandfrequencyofsending

toimproveKPIs

SecondaryResearch

QualitativeData

ReviewMROdeninition/infoonUSGovernment

GeneralServicesAdministrationwebsite

Integratekeypointsintomessagingfore-

mailcampaign

Createcustomizede-mailsforMROpowertoolcustomersthatpointtoBosch&Graingerwebsites

QuantitativeData

InvestigateBoschpowertoolbanneradson

Graingercompetitorwebsites

ObtainCTRofvisitorsegmentstounderstandwhatmarketsegmentsaremostattractedtoBosch

powertools

IdentifyfactorsaffectingKPIsandincorporateinto

e-mailmessaging

37

GeneralcommentsregardingResearchObjective#3:

• AccordingtotheeMarketingtext,thereareseveralKPIsthatcan(andshould)bemeasuredforatargetede-mailcampaign.Thesemetricsinclude:52

o Openrateo Clickthroughrateo Numberofemailsforwardedo ROIo Numberofsocialshareso Databasegrowtho Conversionrate(activityonyoursitegeneratedbytheemail)o Deliveryorbouncerate

• Ourgoalwillbeaniterativeprocessofsendingoute-mailcommunications

approximately3XpermonthwhereweintendtomaximizealloftheKPIslistedabove(withtheexceptionofthebouncerate,whichweintendtominimize).Thee-mailcontentwillbemodifiedoradjustedtoreachourgoals.

38

Endnotes1"DigitalMarketingCertification-CapstoneProjectSyllabus."Coursera.AccessedJuly04,2016.https://www.coursera.org/learn/digital-marketing-capstone/supplement/vLqxy/syllabus. 2GraingerForward:2016FactBook.LakeForest,IL:W.W.Grainger,2016.AccessedJune11,2016.http://invest.grainger.com/phoenix.zhtml?c=76754&p=irol-irfactbook.3GraingerSetsGrowthCoursebyExpandingMarketPresence.October9,2015.AccessedJune11,2016.http://invest.grainger.com/phoenix.zhtml?c=76754&p=irol-newsArticle&ID=544519.4Similarweb.comResultsforGrainger.com.AccessedJune11,2016.https://www.similarweb.com/website/grainger.com.5GraingerForward:2016FactBook.LakeForest,IL:W.W.Grainger,2016.AccessedJune11,2016.http://invest.grainger.com/phoenix.zhtml?c=76754&p=irol-irfactbook.6Ibid.7"Maintenance,Repair,andOperations."Wikipedia.AccessedJune11,2016.https://en.wikipedia.org/wiki/Maintenance,_repair,_and_operations.7GraingerForward:2016FactBook.LakeForest,IL:W.W.Grainger,2016.AccessedJune11,2016.http://invest.grainger.com/phoenix.zhtml?c=76754&p=irol-irfactbook.8“The2015IndustrialDistributionBig50List”.IndustrialDistribution.September2015.AccessedJune11,2016.http://www.inddist.com/article/2015/09/2015-industrial-distribution-big-50-list.8"BoschPowerToolsBrand."YouTube.March11,2016.AccessedJune11,2016.https://www.youtube.com/playlist?list=PLfJFBAodzdn37-E8mXS0rGfhvF_C-edRK.9Ibid.10BoschPowerToolFinder.AccessedJune11,2016.https://www.boschtools.com/us/en/boschtools-ocs/trade-24170-c/.11"BoschPowerToolsNorthAmericaLaunchesNewWebsitewithResponsiveDesign,IntuitiveSearchandAddedFeatures|MINING.com."MINING.com.February9,2016.AccessedJune11,2016.http://www.mining.com/web/bosch-power-tools-north-america-launches-new-website-with-responsive-design-intuitive-search-and-added-features/.12"WikiWealth."BoschSWOTAnalysis-.AccessedJune11,2016.http://www.wikiwealth.com/swot-analysis:bosch.13Similarweb.comResultsforBoschtools.com.AccessedJune11,2016.https://www.similarweb.com/website/boschtools.com.14"TheConsumerDecisionJourney."McKinsey&Company.AccessedJuly04,2016.http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey. 15"Lesson2LectureNotes."MarketingProfessionals:MarketingAnalyticsinPractice.AccessedJune16,2016.https://www.coursera.org/learn/digital-analytics/supplement/HOmSL/module-2-readings.16Ibid.17Ibid.18Ibid.19"BestWebAnalyticsTools:Quantitative,Qualitative,LifeSaving!"OccamsRazorbyAvinashKaushik.October19,2010.AccessedJune16,2016.http://www.kaushik.net/avinash/best-web-analytics-tools-quantitative-qualitative/. 20"Lesson2LectureNotes."MarketingProfessionals:MarketingAnalyticsinPractice.AccessedJune16,2016.https://www.coursera.org/learn/digital-analytics/supplement/HOmSL/module-2-readings.21Ibid.22Ibid.23Ibid.24"BestWebAnalyticsTools:Quantitative,Qualitative,LifeSaving!"OccamsRazorbyAvinashKaushik.October19,2010.AccessedJune16,2016.http://www.kaushik.net/avinash/best-web-analytics-tools-quantitative-qualitative/.

39

25"Lesson2LectureNotes."MarketingProfessionals:MarketingAnalyticsinPractice.AccessedJune16,2016.https://www.coursera.org/learn/digital-analytics/supplement/HOmSL/module-2-readings.26"Occam'sRazorbyAvinashKaushik-DigitalMarketingandAnalyticsBlog."OccamsRazorbyAvinashKaushik.AccessedJune22,2016.http://www.kaushik.net/avinash/. 27"BestSocialMediaMetrics:Conversation,Amplification,Applause,EconomicValue."OccamsRazorbyAvinashKaushik.2011.AccessedJune23,2016.http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/. 28"Lesson7LectureNotes."MarketingProfessionals:MarketingAnalyticsinTheory.AccessedJune23,2016.https://www.coursera.org/learn/digital-analytics/supplement/HOmSL/module-4-readings.29"Lesson2LectureNotes."MarketingProfessionals:MarketingAnalyticsinPractice.AccessedJune16,2016.https://www.coursera.org/learn/digital-analytics/supplement/HOmSL/module-2-readings.30"Occam'sRazorbyAvinashKaushik-DigitalMarketingandAnalyticsBlog."OccamsRazorbyAvinashKaushik.AccessedJune22,2016.http://www.kaushik.net/avinash/.31"Lesson7LectureNotes."MarketingProfessionals:MarketingAnalyticsinTheory.AccessedJune23,2016.https://www.coursera.org/learn/digital-analytics/supplement/HOmSL/module-4-readings.32"Lesson2LectureNotes."MarketingProfessionals:MarketingAnalyticsinPractice.AccessedJune16,2016.https://www.coursera.org/learn/digital-analytics/supplement/HOmSL/module-2-readings.33Ibid.34"Occam'sRazorbyAvinashKaushik-DigitalMarketingandAnalyticsBlog."OccamsRazorbyAvinashKaushik.AccessedJune22,2016.http://www.kaushik.net/avinash/.35"Lesson7LectureNotes."MarketingProfessionals:MarketingAnalyticsinTheory.AccessedJune23,2016.https://www.coursera.org/learn/digital-analytics/supplement/HOmSL/module-4-readings.36"Lesson2LectureNotes."MarketingProfessionals:MarketingAnalyticsinPractice.AccessedJune16,2016.https://www.coursera.org/learn/digital-analytics/supplement/HOmSL/module-2-readings.37"Occam'sRazorbyAvinashKaushik-DigitalMarketingandAnalyticsBlog."OccamsRazorbyAvinashKaushik.AccessedJune22,2016.http://www.kaushik.net/avinash/.38"BestSocialMediaMetrics:Conversation,Amplification,Applause,EconomicValue."OccamsRazorbyAvinashKaushik.2011.AccessedJune23,2016.http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/.39"Lesson7LectureNotes."MarketingProfessionals:MarketingAnalyticsinTheory.AccessedJune23,2016.https://www.coursera.org/learn/digital-analytics/supplement/HOmSL/module-4-readings.40"Lesson6LectureNotes."MarketingProfessionals:MarketingAnalyticsinPractice.AccessedJune23,2016.https://www.coursera.org/learn/digital-analytics/supplement/HOmSL/module-4-readings.41"Lesson2LectureNotes."MarketingProfessionals:MarketingAnalyticsinPractice.AccessedJune16,2016.https://www.coursera.org/learn/digital-analytics/supplement/HOmSL/module-2-readings.42Ibid.43Ibid.44Ibid.45Ibid.46Stokes,Rob.eMarketing:Theessentialguidetomarketinginadigitalworld(KindleLocations4328-4329).QuirkeMarketing(Pty)Ltd.KindleEdition.47Ibid,(KindleLocations4375-4376).48Ibid,(KindleLocations4625-4626).

40

49Stokes,Rob.eMarketing:Theessentialguidetomarketinginadigitalworld(KindleLocations991-993).QuirkeMarketing(Pty)Ltd.KindleEdition.51"Maintenance,Repair&Operations(MRO)Government-wideStrategicSourcingSolution."Home.AccessedJuly02,2016.https://interact.gsa.gov/group/federal-strategic-sourcing-initiative-fssi-maintenance-repair-operations-mro. 52Stokes,Rob.eMarketing:Theessentialguidetomarketinginadigitalworld(KindleLocations6189-6192).QuirkeMarketing(Pty)Ltd.KindleEdition.

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