This project is composed entirely of market research for the Udacity Digital Marketing Nanodegree (DMND). The purpose of this project is to be specific on who the ideal customers for the Udacity DMND because they will be the most likely to bring the highest ROI for the Udacity DMND. The profile composes of demographics, psychographic and a customer persona.

2. Step 1:
Getting Started

3. DMND Program, Enterprise,
or Your Own Company
● Which option did you choose? If Udacity, which
product did you choose? (DMND Program)
● I will pick the DMND Program

4. Marketing Objective:
DMND, Enterprise, or Your
Company
Achieve a 2X ROAS in the Udacity Lead Generation
Campaign ($7.50 cost per lead) through Facebook and/or
Google Ads within two weeks for the first 100 leads.

5. KPI: DMND, Enterprise, or
Your Company
-ROAS (For every dollar spent on ads, how much was
earned through revenue?)

6. Value Proposition
FOR marketing-oriented students/entry-level employees
WHO need an active approach to learning digital
marketing
OUR online learning services
THAT offer active-based project learning
UNLIKE Udemy
OUR OFFER gives students the opportunity to actually do
digital marketing projects created by Facebook, Google,
Hubspot, Mailchimp and Moz. Replicating the actual work
involved.

7. Interview
Suggested Questions
What Is Their Age Range? 25-30
What are their occupations? “Trader, digital marketer”
What Level Education Did They Complete? Master’s
What are they interested in? “Sports, exercising, video
games”
What are their objections to Udacity’s program (or online
learning in general)? Time and lack of direction
What are their professional goals? “Early retirement” and
being “self-employed”/freelancer.

8. Thinking
-Are online courses legit or a
scam?
-I want to upgrade my career, but
concerned about time.
Seeing
-At least two or three pages related to
digital marketing (SEMRUSH, Google,
Tai Lopez, Neil Patel)
-Other Digital Marketing Ads
Doing
-Entry-level marketer recently or just
now graduated from college
-Reads blogs or even goes on
Quora and Reddit about online
courses
Feeling
-Uncertainty regarding Udacity
Digital Marketing
-Little scared as online learning is
still foreign to the overwhelming
majority of people (herd bias)
-
Empathy Map

9. Target Persona
Background and
Demographics
Target Persona
Name
Needs
-Ages 25 to 35
-Male
-Clear Interest into
Marketing
-At least following a
few digital marketing
influencers/organiza
tions
-Chris Welch
-A way of advancing
their digital
marketing career
-Something flexible
as their working full-
time
-Need for Active
Learning, no more
Passive
Hobbies Goals Barriers
-Reading Blogs and
Books
-Exercise
-To get a promotion
at work
-To understand
different segments
of digital marketing
-Not 100% clear
about whether this
course will work
(paralysis analysis).
-Concerned if they
have the time for the
course.