Squatty Potty: Marketing Campaign Analysis

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SQUATTY
POTTY CASE
STUDY
“the #1 way
to go #2”
Professor: Dimitris Drossos
Erifilli Benakopoulou
Amalia Sakarellou
Despoina Tsitou

ASSIGNMENT’S JOURNEY
ARCHETYPE
CDJ
ANALYTICS
METRICS
RECOMMENDATIONS

www.presentationgo.com
CUSTOMER DECISION JOURNEY
“FUNNEL ARCHETYPE”
ADVOCATE
AWARENESS
APPEAL
ASK
ACT
1
5
4
3
2

From “Funnel” to “Bow Tie”
Why? How?
• customers ask questions
& search online in order
to purchase
• are engaged in each stage
• are highly involved
• they advocate only if they
have experienced the
product themselves
Commitment
• omnichannel marketing
• generate experience
through mobile
application/attractive
website
Affinity
Affinity
• improve the post-purchase
experience
• allow more interaction
with customers
• engagement programs via
social media and email
marketing

Sharing content
on Social MediaAdvocate
3 Different
Channels of
PurchaseAct
Research on Social
Media
Ask
S.Q. has a
dominant place in
the marketAware
Health Need
Loyalty
Trigger
Active
Evaluation
Post-
Purchase
Experience
Consumer Decision Journey- 5A’s Framework

Consumer Decision Journey - Analytics Tools
Trigger 
Initial Consideration
Set 
Active
Evaluation 
Purchase 
Post- Purchase
Experience 
Click - stream Analysis
by Google Analytics
Competitive Intelligence
Analysis by Google
Trends
Experimentation Testing
-> A/B Testing by
Optimizely
Outcome Analysis by
Mongoose Metrics
Voice of Customer by
Google Consumer
Surveys
01
05
04
03
02

Does Squatty Potty retain a
customer centric approach?

7 CATEGORIES OF METRICS
01
ACQUISITION
ABC CYCLE
BEHAVIOR
ABC CYCSLE
CONVERSION
ABC CYCLE
YOUTUBE
ANALYTICS
TRAFFIC
SOURCES
CUSTOMER
LIFE VALUE
CLV
RFM
ANALYSIS
METRICS

1ST CATEGORY OF METRICS
01
ABC CYCLE
BEHAVIOR
ABC CYCLE
CONVERSION
ABC CYCLE
YOUTUBE
ANALYTICS
TRAFFIC
SOURCES
CUSTOMER
LIFE VALUE
CLV
RFM
ANALYSIS 01
 Cost per Acquisition
 Click - Through rate
 Percent New Visits
ACQUISITION
METRICSMETRICS
ACQUISITION

2ND CATEGORY OF METRICS
01
ACQUICITION
ABC CYCLE
BEHAVIOR
ABC CYCLE
CORVERSION
ABC CYCLE
YOUTUBE
ANALYTICS
TRAFFIC
SOURCES
CUSTOMER
LIFE VALUE
CLV
RFM
ANALYSIS 02
 Bounce Rate
 Loyalty
BEHAVIOR METRICS
METRICS

3RD CATEGORY OF METRICS
01
ACQUISITION
ABC CYCLE
BEHAVIOR
ABC CYCLE
CONVERSION
ABC CYCLE
YOUTUBE
ANALYTICS
TRAFFIC
SOURCES
CUSTOMER
LIFE VALUE
CLV
RFM
ANALYSIS 03
 Conversion Rate
 Percent Assisted Conversion
 Views
CONVERSION
METRICS
This is a
sample text.

4TH CATEGORY OF METRICS
04
 Video Views
 Engagement Rate
YOUTUBE ANALYTICS
01
ACQUISITION
ABC CYCLE
BEHAVIOR
ABC CYCLE
CONVERSION
ABC CYCLE
YOUTUBE
ANALYTICS
TRAFFIC
SOURCES
CUSTUMER
LIFE VALUE
CLV
RFM
ANALYSIS
METRICS

01
ACQUISITION
ABC CYCLE
BEHAVIOR
ABC CYCLE
CONVERSION
ABC CYCLE
YOUTUBE
ANALYTICS
TRAFFIC
SOURCES
CUSTUMER
LIFE VALUE
CLV
RFM
ANALYSIS 05
 Direct Traffic
 Referrer
 Search Engines
TRAFFIC SOURCES
METRICS

01
ACQUISITION
ABC CYCLE
BEHAVIOR
ABC CYCLE
CONVERSION
ABC CYCLE
YOUTUBE
ANALYTICS
TRAFFIC
SOURCES
CUSTUMER
LIFE VALUE
CLV
RFM
ANALYSIS 06
 Discounted cumulative cash
flows
 Emphasizes in relationships
 Company’s advantages:
a. Assess the true worth of
customers
b. Target to the most
profitable customers
CUSTUMER LIFE
VALUEMETRICS

01
ACQUISITION
ABC CYCLE
BEHAVIOR
ABC CYCLE
CONVERSION
ABC CYCLE
YOUTUBE
ANALYTICS
TRAFFIC
SOURCES
CUSTOMER
LIFE VALUE
CLV
RFM
ANALYSIS
07
 Recency
 Frequency
 Monetary value
RFM ANALYSIS
METRICS

MEDIA
ANALYSIS
FACEBOOK
YOUTUBE
FINANCIAL
ANALYSIS
REVENUES
EXPENSES
GENERAL ANALYSIS
CHARTS-GRAPHICS ANALYSIS

FINANCIAL REPORT
$12,944,694.40
$15,155,412.20
$28,100,106.60
$-
$5,000,000.00
$10,000,000.00
$15,000,000.00
$20,000,000.00
$25,000,000.00
$30,000,000.00
2016 Viral Video Sales Other Sales Total Sales
SQUATTY POTTY FINANCIALS 2016 /
REVENUES
2016 Viral Video Sales Other Sales Total Sales
-9%
-42%
-49%
SQUATTY POTTY FINANCIALS 2016 /
EXPENSES
2016 Viral Video Promotion
Expense
Cost of Sales
(Manufacturing/Shipping/Incenti
ves)
Additional Sales, General,
Administrative (SGA)
 Other Sales consist of 54% of the total revenues
and the Viral Video Sales the 46%
 The gross profit margin is calculated in 65%

Top sales mostly
in the holiday's
months
Most people
preferred the
Amazon channels

November and December
video promotion
expenditures increased
significantly.
Squatty Potty’s revenues
exceed its cost for
promotion, so it's
considered rather
prosperous.
Seized its promotional costs
on July 2016.

Social Media Metrics

0
5,000,000
10,000,000
15,000,000
20,000,000
25,000,000
30,000,000
35,000,000
40,000,000
45,000,000
Earned VS Paid Media Views
Organic Views Paid Views Total Views

Interest in Yoga
Females group is
more successful.
Current Squatty –
Potty Customers is
the lowest with a
Cost per Result of
0.1946$.

 Look -a- Like Purchasers of Squatty Potty together with all Females – Males
and Arabic Language are the most unsuccessful with regards the Cost per
Checkouts.

PROMOTION IMPROVEMENTS
Collaborating with Retail
Shops in Europe and Asia.
Mobile App
• offering promotions
• discounts/bonus
• customer feedback
Social Media
• celebrities
• famous influencers
1
3
2
4
Increase traffic through
email marketing and Social
media.
Enhance Traffic
Sources
Accommodate
International Consumers

Recommendations
PRODUCT IMPROVEMENT
The process results in new customers or
increased benefits in the existing customers
Add new product features or improve existing ones.
Customization
of the stool
Give off heat
Multifunctional
stool
Variety of kid
stools

THE END
26

Squatty Potty: Marketing Campaign Analysis

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