By Rajat Chadda, BE, MS, MBA w: www.rajatchadda.com e: rchadda@gmail.com

1. Marketing Case Analysis – Driving a successful On-line Campaign

3. Target Market: 40 to 60 year olds with specific behavioral characteristics  customer segments & value drivers!

4. 5 Marketing Channels: Online Media, Paid Search, Email, Direct Mail, Phone Sales (offline)

5. Marketing Interventions: free downloads, newsletters,

6. special offers, on-line access to tools, information resources

9. Task 1 Targeted Acquisition Strategy

11. Value for customer = Acquisition Cost (A)

13. Find good customers and bad customers

15. Say we try 300 prospects per channel & we acquire customers… A(Direct Mail) = A1 * #prospects * a1 DM Customers = 10x[Seg1] + 20x[Seg2] + 100x[Seg3] A(Online Media) = A2 * #prospects * a2 OM Customers = 100x[Seg1] + 20x [Seg2] + 10x[Seg3] NOTE: Segment (mix of customers with specific value drivers) is abbreviated as “Seg”

17. Calculate VOC Value of Customer = Revenue from customer segment discounted @ 1.5yrs $V(Seg1), $V(Seg2), $V(Seg3)

19. If (V – A) is positive, these are good customers!

20. If (V – A) is negative, these are bad customers!

21. Can rank most profitable segments based on (V-A)

22. (V – A)[Seg1] > (V – A)[Seg2] > (V – A)[Seg3]

24. Sensitivity Analysis on Customer Life

26. builds a network or fortifying community effect

27. Prioritize premium content using search ranks

28. web content strategy – improves company’s ranking increased customer acquisition

30. Success Measures 1. Status Measures 2. Decision Aiding Measures 3. Web Content Measures

32. Overall growth rate, YoY / QoQ Growth rate

33. Overall ROI

34. BCG Matrix

35. Total membership, # of Members per segment

36. New members per month

37. Upgrade / Downgrades of memberships per month

38. Cancellations per month

39. Segment-wise growth rate

40. Increase/decrease in revenues & costs per segment

41. Change in Gross Profit / Net Income due to campaign

42. Acquisition Spending per channel / per segment

43. Retention Spending per channel / per segment

45. Campaign positioning vs. Segment positioning

46. Segment drill-down metrics using Pivot Tables (e.g. # of customers spending using Email channel and living in a zipcode M5B2X2)

47. Probability of Success vs. Profitability using V-A analysis

48. Most to least profitable channels

49. Most to least profitable segments

50. Customer Lifetime Value per segment

51. #Prospects vs. Conversion Rate

52. Regressions – strongest predictors of ROI, membership etc.

53. Industry or Macroeconomic variables

55. New Visitors, Unique visitors/page, Time on Page, Bounce rates

56. Performance measures i.e. page load times, data access times, search query times, report generation times

57. Micro-conversions per page i.e. #downloads, #forms filled, #information resources used, signups etc.

58. Recency-Frequency-Magnitude i.e. #visits, visits/day, last visit, time spent, pages/visit etc.

59. SEO parameters:

60. Inbound links – referral sites ?

63. Analyst expects detailed metrics

65. Custom Reports – adding a user generated metric or report format

67. last 2 months

68. last quarter

69. last 6 months

70. 2010 / 2009 / 2008

71. till date

73. by segmentsROI Gross Profit Turnover Net Income Overall Growth Rate Segment Growth Rate Size of Customer Base Schedule vs. Cost Variance($) 10

74. Campaign “LoremIpsum” Dashboard – CEO Level View Customer Base Annotations Included Customer Base 11

75. Campaign “LoremIpsum” Dashboard – Analyst Level View ROI (%) Cost Predictors 3rd Quarter Segment A Results of Regressions Segment Slices by Attribute 12

76. 10 Campaign “LoremIpsum” Dashboard – Analyst Level View Web Traffic Analysis Funnel Charts for Lead Generation Analysis 13

77. Recommendation Let’s launch this On-line Campaign