Udacity Digital Marketing Nanodegree Portfolio

Building a Marketing Strategy
Project 8: DMND Portfolio

1.Customer Journey Based Marketing Plan

Digital Marketing Nanodegree
Create a Customer Journey Based Marketing Plan with the goal of signing up
new customers to the DMND Program in one quarter.
Budget: $50,000
Profit: For the purpose of this assignment, the cost of the Nanodegree is
$999, assume a profit margin of 30%, meaning that Udacity makes $299 in
profit per student that signs up.
Campaigns: We want to aggressively grow the program, but, we want to do it
without losing money.

Marketing Objective:
Enroll 170 students in the span of 3 months leveraging a budget of $50,000

Target Persona
Target Persona
Target Persona
Target Persona
Background &
Demographics
1. 30 Years Old
2. Marketing Director
3. Works at a upcoming
start-up tech company
4. Lives in San Francisco
Hobbies
1. Blogging
2. Digital Art
3. Gaming
Barriers
1. Travels often for work
2. Works long hours
3. Relocating to San
Francisco
Needs
1. Needs Guidance on
Advertising
2. A flexible
comprehensive guide
3. All Social Media
platforms
4. Effective Strategies
Thomas Ecapsym
Goals
1. Build Technical Marketing
Skills
2. Build Personal Brand
3. Start a small business
4. Get up to speed with younger
marketers
5. Increase virality of posts and
products

Phases of the Customer Journey

When+How+Where = Marketing Tactics
Customer
Journey
Awareness Interest Desire Action Post Action
Message
● describe the
importance of
digital marketing
skills
● Describe how the
digital marketing
nanodegree can
help prepare
indivividual to be
effective in digital
marketing
● Showcase
the
syllabus of
the DMND
● Offer free
e-books
and
guides to
generate
new
customers
● Create
informatio
nal
sessions so
potential
studetns
can get an
inside look
● Offer
incentives
like
discount
codes for
pre-
enrollment
● Ensure
the the
enrollme
nt
process
is
efficient
● Showcas
e course
benefits
● Inform
students
of
changes
to specific
modules
● Generate
new
career
developm
ent
materials

When+How+Where = Marketing Tactics
Customer
Journey
Awareness Interest Desire Action Post Action
Channel
● content
marketing (e.g.
blog)
● Informative
landing page
● Social media
● Social
Media Ads
● Organic
Media
Traffic
● Display
and Video
Ads
● Email
● Organic
Searches
● Video and
Display Ads
● Email
● Social
Media
● Email
● Social
Media

Digital Marketing Nanodegree
Budget Allocation for Media

Awareness: Budget Allocation for Media
Channels
Planned
Spend
Cost Per Click
Number of
Site Visits
Average
Conversion Rate
Total Sales
Facebook 5000 $1.25 4000 0.05% 2
AdWords
Search
4000 $1.40 2857
0.05%
1
Display 2000 $5.00 400
0.05%
0
Video 1000 $3.50 286
0.05%
0
Total Spend $12000 Total # Visitors 7543
Number of new
Students
3

Interest: Budget Allocation for Media
Channels
Planned
Spend
Cost Per Click
Number of
Site Visits
Average
Conversion Rate
Total Sales
Facebook 6000 $0.50 12000 0.1% 12
AdWords
Search
3000 $1.50 2000
0.1%
2
Display 3000 $3.00 1000
0.1%
1
Video 1000 $2.75 364
0.1%
0
Total Spend $13000 Total # Visitors 15364
Number of new
Students
15

Desire: Budget Allocation for Media
Channels
Planned
Spend
Cost Per Click
Number of
Site Visits
Average
Conversion Rate
Total Sales
Facebook 13000 $0.30 43333 0.3% 130
AdWords
Search
10000
$1.50
6667
0.3%
20
Display 2000 $3.00 667
0.3%
2
Video $2.75
0.3%
Total Spend 25,000 Total # Visitors 50667
Number of new
Students
152

ROI: Budget Allocation for Media
Phase Total Spend
Total
Number of
Site Visits
Total Number
of Sales
Profit Per Sale Total Profit ROI
Awareness 12,000 7543 3 $299 897 -11,103
Interest 13,000 15364 15 $299 4485 -8,515
Desire 25,000 50667 152 $299 45448 20,448
Total 50,000 73,574 170 $299 59,202 9,292

Additional Channels/Recommendations:
● We have to consider timing and full scale operations- I think that having strategic SMARTER
goals for each channel will increase ROI for a long term marketing plan.
● We should consider adding more engaging content- like vlogging,blogging and perhaps
feature students to talk about their experiences with the program show far.
● Brainstorming effective KPIS, conducting A/B testing and leveraging email marketing tools
will assist us

Marketing Objective
Drive traffic to the Udacity Digital Marketing Nanodegree through my post on
Medium.

KPI
What is your primary KPI to measure marketing success?
The number of clicks on the link that goes to the Udacity Digital Marketing Degree
information page.

Target Persona
Target Persona
Background &
Demographics
1. 30 Years Old
2. Marketing Director
3. Works at a upcoming
start-up tech company
4. Lives in San Francisco
Hobbies
1. Blogging
2. Digital Art
3. Gaming
Barriers
1. Travels often for work
2. Works long hours
3. Relocating to San
Francisco
Needs
1. Needs Guidance on
Advertising
2. A flexible
comprehensive guide
3. All Social Media
platforms
4. Effective Strategies
Thomas Ecapsym
Goals
1. Build Technical Marketing
Skills
2. Build Personal Brand
3. Start a small business
4. Get up to speed with younger
marketers
5. Increase virality of posts and
products

Blog Post
Digital Marketing skills are a must-have both professionally and personally, the
Udacity Digital Marketing Nanodegree will get you up to speed.
https://medium.com/@jamescgilchrest/digital-marketing-with-udacity-
b847ad63a8c7

Step 3: Craft Social Media Posts

Platform 1 and Post
○ Social media platform 1: LinkedIn- There are many organizations and
influencers looking for those with digital marketing experience
○ Post for social media platform 1: Develop a meaningful digital
marketing foundation today!

Platform 2 and Post
○ Social media platform 2: Facebook- I can encourage my facebook
followers how a career in digital marketing can be rejuvenating
○ Post for social media platform 2: The perfect program to develop
your marketing team.

Platform 3 and Post
○ Social media platform 3: Twitter- Digital Marketing is a hot topic on
twitter and I can drive more traffic to the program using my experience
Post for social media platform 3: Learn more about Digital Marketing!

Ad Copy And Creative
I should have diversified my Ad Copy (I thought I had different titles
for each ad not sure what happened.

Ad Modifications
I changed my Ad Images to have less text- I wanted the audience to focus on
the ad copy.
I should have diversified the interests for my audience

Campaign Evaluation:
My campaign did not meet the goal of 300 downloads but my overall reach
was 9096 with 54 downloads. I think that I could have improved this by
diversifying my AD Copy- For some reason I had more than 3 ads (I’m not sure
why this happened) but I believe that if I worked on prepping the 3 better I
would have seen better results.
If I had a larger budget- I would take my highest performing ad (ebook) and
replicate it, and push it to different countries- With a higher budget I could
also have a larger time range (I would like to see performance month to
month

Campaign Results: Demographics

Project 3: Run a Facebook Campaign
Part One

Campaign Approach
My goal was to target men and women, aged 20-35 interested in digital
marketing and marketing. My campaign approach aligns with my target
persona- I want people interested in digital marketing/marketing to find the
free ebook easily. I’ve set up my ad to target people 20-35, both men and
women that live in the US- My target audience is interested in digital
marketing/marketing and growth hacking.
The campaign will appeal to them because the ebook provides social media
advertising strategies

Marketing Objective
Acquire 300 ebook downloads in 3-5 days. Utilizing a lifetime budget of 125$

KPI
What primary KPI did you track in your campaign and why?
The number of ebooks downloaded, this is a clear indicator that our ad is
working towards our main goal of acquiring 300 ebook downloads in a week.

Ad Summary
Adname: Ebook | Text: Curious about Social Media Advertising Best Practices?
Check Out This Free Guide | Headline: Free Comprehensive Social Media Guide

Search Engine Optimization
(SEO) Audit

Keywords
Head Keywords Tail Keywords
Digital Marketing Best online marketing degree
Online courses Digital marketing courses online
Social media marketing Flexible marketing courses
training Industry recognized marketing courses
Udacity Marketing User friendly marketing program

Head Keywords: Using Moz Explorer The keyword with the most potential is
“training” with a monthly volume of “30.3k-70.8k”

Tail Keywords: Using Moz Explorer “best online marketing degree” had the highest volume in terms of
monthly volume
Although industry recognized marketing courses had the lowest difficulty percentage with the highest
organic ctr percentage

MetaData
DMND URL: DMND.UDACITY.COM
Current Revision
Title Tag Udacity Digital Marketing
Nanodegree Program
Website
Learn Digital Marketing|
Udacity|
Digital Marketing
Nanodegree
Meta-Description No Content Digital Marketing from a
360-degree view. Run live
campaigns and learn from
key influencers in the digital
marketing field
Alt-Tag
http://c.fastcdn.co/t/beb60d
38/d41f13af/1496943491-
13720038-892x44-
logospartners.png
Empty Udacity Partner Logos

MetaData
Current Revision
Alt-Tag
38/d41f13af/1496943484-
13815763-960x480-
medium.jpg
Empty A man and a woman
talking- (Header Image)
Alt-Tag
38/d41f13af/1496943485-
13718463-189x64-
horizontal-primary-b.png
Empty Digital Marketing
Nanodegree Program (title)
with megaphone icon
Alt-Tag
38/d41f13af/1496943491-
13720038-892x44-
Empty Udacity Partner Logos

MetaData
Current Revision
Alt-Tag
38/d41f13af/1496943483-
13814963-862x403-image-
digital-market.png
Empty Laptop showing Digital
Marketing Nanodegree
Learning Management
System
Alt-Tag
38/d41f13af/1496943501-
13815588-415x345-
features1.png
Empty Udacity Digital Marketing
Nanodegree Instructor
Alt-Tag
38/d41f13af/1496943512-
13834748-383x305-
Empty Laptop with bar graphics
showing the Udacity
Nanodegree Learning
Management System

MetaData
Current Revision
Alt-Tag
38/d41f13af/1496943509-
13815378-
203x169x285x204x6x11-
70B-box.png
Empty 70B Spent on Digital
Marketing In U.S graphic

Blog Topics
Topic 1- Want to Learn Digital Marketing? I would write a blog that incorporates the head keyword
“digital marketing” The blog would outline the benefits of Udacity’s program and expand on what digital
marketing is. At the end of the blog the customer should ideally know what they are getting themselves
into
Topic 2- Digital Marketing On a Tight Schedule? I would write a blog using the keywords “flexible
marketing course” and “digital marketing” this will bring traffic from those looking for a program that works
with a tight work schedule and the assignments, deadlines are flexible.
Topic 3- Social Media Marketing With Udacity- I would write a blog using the keywords “social media
marketing and “udacity” it would would explain the role of social media marketing- but tie back in to the
main program- with links leading to the main pages of the program- (idea being that they get enough
information to want to learn more)

Technical Audit: Backlink Audit
Backlink Domain Authority
1 http://www.nytimes.com/2012/11/04/education/edlife/
massive-open-online-courses-are-multiplying-at-a-
rapid-pace.html
99
2 http://www.nytimes.com/2012/04/18/technology/cours
era-plans-to-announce-university-partners-for-online-
classes.html
99
3 http://www.nytimes.com/2012/07/17/education/consort
ium-of-colleges-takes-online-education-to-new-
level.html
99

Link-Building
Site Name Site URL Organic Search
Traffic
1 Facebook https://www.faceboo
k.com
684M
2 LinkedIn https://www.linkedin.
com/feed/
40.2M
3 Medium https://www.medium
.com
5.2M

Page Index
Indexed pages are important because search engine crawlers look for links amongst the pages. The more indexed pages
their are, the easier it is for search engines to crawl between.

Page Speed
The DMND site has a ranking of 79/100 (which is a medium ranking). The website should be evaluated and revamped. The
speed of the website correlates with the customer experience- slow, laggy websites can potentially push our customers
away. Search engines will also crawl fewer pages thus decreasing our ranking.

Mobile-Friendly Evaluation
DMND is very efficient, in terms of mobile friendliness- This is crucial especially that people are using their phones much
more actively- Having an accessible website, that is quick, can be the difference in sustaining a potential customers
attention

Final Recommendations
● Udacity can start leveraging the power of LinkedIn videos- as well as backlink to their DMND Youtube
channel (or potentially recycle some content from youtube) I think the utilization of both mediums can
be effective. Udacity can also reach out to some of the organizations that they have worked with
content on in the past- Lifehacker, Forbers, ETC- Some of the organizations they work with might
also be willing to create some content about the partnership.
● Udacity needs to input a solid description within the meta description on a SERP it would have no
description. All of the images on the DMND website need to have descriptions as well. Adding the
descriptions will help users and webcrawlers know what the page is about.
● Udacity needs to start indexing the DMND website (the page rank will increase if done correctly)
Udacity should submit the DMND url to Google Search Console. In order for the DMND page to be
found on SERP’s it needs to be indexed.

● Udacity can improve the page speed of the DMND website by optimizing the site in its entirety
Increasing the page speed ranking will improve search engine optimization for the site. More people
are using mobile devices to access the internet- Having an optimized website ensures a positive
experience for the customer
● Increasing the use of non-branded and branded keywords especially in blog posts that tie back to the
DMND website will improve overall performance- Udacity could create content that draws attention
back to the program- It could a youtube video “ 5 Top Jobs in Digital Marketing” at the end it could
provide a link to the DMND page- The content doesn’t only have to be blog posts- I think you can
leverage tail keywords and head keywords on different mediums and to target different audiences.

Campaign Approach
Description, Marketing Objective & KPI

1. Approach Description
● The Creating an Analytical Dataset course preps students for basic data analysis
● I utilized keywords on the landing page to come up with a short and sweet description for my
project.
● South Africa

2. Marketing Objective & KPI
1. Attract students in South Africa to enroll in the Creating An Analytical
Dataset Course over the course of 5 days
2. KPI: The number total number of clicks and conversions for each AD

Ad Group #1: Ads & Keyword Lists
Keyword List: Tableau,Data Formatting,Data,dashboards,spatial analysis,data science,training courses,big
data, analytics programs,parse data,predictive models,basic analytics course,Business Analyst
Nanodegree,Analysis,alteryx,Analytical Dataset,data analytics curriculum,learn business analytics
online,Data Blending,Modeling,Data Issues,Blending Techniques,data and analytics courses

Ad Group #2: Ads & Keyword List
Keyword List: common data sources, udacity free courses ,self development data course,Maureen
Wolfson,data analyst,udacity free course,enhance data skillsets,merging data,starting a new career
,free online course,analytics,business analyst study,free learning online,introductory data course,data
formatting,udacity intro courses,independent learning,online data analysis course
,business analytics,online data analytics programs

Appendix
Screenshots for Reference

Key Campaign Results (Campaign & Ad Groups)
Present the results of your campaign and ad groups by completing the table below.
Ad Group
Max.
CPC Bid
Impr. Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Cost
Creating an
Analytical
Dataset
$15.00 2194 42 1.91% $1.64 0 0 0 $70.59
What is Data
Analysis
$15.00 313 16 4.25% $0.79 0 0 0 $19.94
Total 2,665 62
2.33% $1.46
0 0 0
$90.53

Key Campaign Results (Ads)
Present the results of your ads by completing the table below.
Ad Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Ad Group 1, Ad 1 23 1.94% $1.23 0 0 $28.34
Ad Group 1, Ad 2 19 1.88% $2.22 0 0 $42.25
Ad Group 2, Ad 1 7 5.83% $0.39 0 0 $2.75
Ad Group 2, Ad 2 13 3.70% $1.32 0 0 $17.19

Key Campaign Results (Keywords)
Present the three keywords you consider most successful based on your marketing objective.
Keyword Clicks CTR
Avg. Cost
per Click
Conversions CR
Cost per
Conversion
Data 27 2.33% $1.46 0 0 0
Analysis 9 2.63% $1.22 0 0 0
Free Online Course 5 3.76% $2.13 0 0 0

Campaign Evaluation
○ The ROI for my campaign is not positive- It does not
have any conversions. The total number of clicks
that my campaign had was 62- the combination over
the low click number and zero conversions is why
my campaign is not positive

Recommendations for future campaigns
○ I think that the course that I was trying to marketing might need a bit more ad creatives- I
was targeting a very specific area- Next time I would have perhaps tried a few more
countries.
○ If I had a larger budget I would conduct A/B testing on my campaign with the headlines
and descriptions and utilize different but more engaging keywords (I’d think more about
what the audience is searching for
○ On the landing page I would like to add more why statements on how it adds value to the
customer
○ I don’t think that my campaign was high performing enough to really feel like it added
much value- I would start from scratch.
○ I would be more active in changing my campaign and pausing ads that are not working
effectively.

Evaluate a Display Advertising
Campaign

Display Image Campaign: Overall Results
Find below the overall results of the Display Image Campaign

Results: Calculate the ROI
1. Results of the overall campaign by completing the table below.
2. Overall ROI of the campaign is Positive
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1973 282066 0.70 $0.44
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$872.51 0.2 4 218.127 323.49

Display Image Campaign: Ad Results
A
B
Review the Ad results below of Creative A and B for Display Image Campaign

Which Ad Group Performed Better?
Campaign A outperformed Campaign B in terms of our marketing objective
and ROI- A generated more clicks, with the end goal being to attract more
students.
Creative Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on
Rate
# of New
Students
CPA ROI +/-
Creative - A 1531 218199 0.71 $0.45 $686.27
.2%
3 228.756 210.73
Creative - B 442 65867 0.67 $0.42 186.24
.2%
1 186.24 112.76

Display Image Campaign: Keywords
Full keyword list in separate file here
Review the Keyword results for the Display Image Campaign

Keyword Clicks Impressions CTR Avg CPC Cost
1 Marketing courses 19 1999 0.95% 0.27 5.14
2 Online marketing course 226 38259 0.59% 0.28 63
3 Marketing online 236 20750 1.14% 0.5 118.64
4 Digital marketing training 57 8224 0.69% 0.54 30.75
5 Marketing program 5 1166 0.43% 1.6 8.01

How would you optimize this campaign?
Suggestion 1: Conduct A/B testing with various locations and keywords similar
to the ones driving the most traffic
Suggestion 2: Pause keywords that have a high CPC value- Reduce the
spending on our budget
Suggestion 3: Conduct more thorough keyword research and utilize those on
pages and in ad groups.

Part 2: Evaluate a Display Video
Campaign

Display Video Campaign: Overall Results
Review below the overall results of the Display Video Campaign

Results: Calculate the ROI
1. Results of the overall campaign by completing the table below.
2. Overall ROI of the campaign is Positive
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1892 157517 1.20% $0.44
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$825.61 0.2 4 206.402 370.39

Display Video Campaign: Ad Results
B
A
Campaign A - Short Keyword List
Campaign B - Large Keyword List
Review below the Ad Results of the Display Video Campaign

Which Ad Group Performed Better?
1. Campaign B peformed better than Campaign A- the ROI is notably higher-
the overall reach of Campaign A is also much lower than B
Creative Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on
Rate
# New
Student
CPA ROI +/-
Campaign A 453 54312 0.83% $0.64 $290.21
.2%
1 290.21 8.79
Campaign B 1439 103205 1.39% $0.37 535.40
.2%
3 178.466 361.602

Display Video Campaign: Keywords
This is an excerpt of the keyword list, the full list is here
Review the Keyword results for the Display Video Campaign

Key Campaign Results (Keywords)
1. Social Media Marketing
2. Ad Advertisement
3. Digital Learning Courses
4. Online Marketing Video
5. Course Digital Marketing
1. Ad Advertisement is the best performing keyword it has the highest
number of clicks, 2nd lowest CPC ($017) and CTR (2.11%)

Keyword Clicks
Impressi
ons
CTR Avg CPC Cost
Conversi
on Rate
CPA
# New
Students
ROI +/-
Social
Media
Marketing
30 5579 0.54% $0.00 $24
.2%
0 0 0
Ad
Advertiseme
nt
510 24172 2.11% $0.17 $85.58 .2% $85.58 1 $213.42
Digital
Learning
Courses
207 14198 1.46% $0.31 $64.99
.2%
0 0 0
Online
Marketing
Video
495 42440 1.17% $0.51 $253.23
.2%
$253.23 1 $45.77
Course
Digital
Marketing
106 8726 1.21% $0.43 $45.50
.2%
0 0 0

How would you optimize this campaign?
Suggestion 1: Pause keywords with low click numbers
Suggestion 2: Conduct further A/B testing on the tail and head keywords
Suggestion 3: A/B Test in different locations

Part 3: Results, Analysis and
Recommendations

Recommendations for future campaigns
○ I would invest more time in initial keyword research and formulate a to utilize the best
keywords we find in our initial A/B testing-
○ We should further evaluate- Keywords, and the targeting locations. We should gear our
keywords towards our customers/students are actually searching for- Evaluating what
people are searching for will drive more traffic.
○ Consistently evaluate and keep a keen eye on our campaigns- pause keywords that aren’t
working effectively.

Email Part 1
Plan Your Email Content

Email Content:
Email Content Plan
Email Topic Marketing Objective KPI
Email #1
Propel Your Digital
Marketing Career
Engagement Number of opens
Email #2
Thank You For Your
Interest
Engagement
Number of clicks on
CTA
Email #3 Discount on DMND Conversion
Number of Sign-ups
Conversions

Email #1
Email Content Plan
Subject Line Body Summary Visual CTA Link
Propel Your
Digital
Marketing
Career
Gain Real World Experience
Run Live Campaigns
Create a digital portfolio to
showcase to employers/clients
Picture of two
digital
marketing
professionals
in the headed
Learn More
The individual
will be directed
to the DMND
page

Email #2
Email Content Plan
Marketing Objective Subject Line CTA
Engagement
Thank You For Your
Interest
Resources Available to DMND
students

Email #3
Email Content Plan
Marketing Objective Subject Line CTA
Conversion
$500 off DMND must sign
up TODAY!
Sign Up Today

Email Campaign Calendar
Week 1 Week 2 Week 3
M T W Th F M T W Th F M T W Th F
Email
#1
Email
#2
Email
#3
Planning Tests Send Analyze
KEY PHASES

Email Copy: Email #1
Subject Line: Propel Your Digital Marketing Career
Body: This program offers you the opportunity to master platform-specific skills valued by top employers, while at the
same time establishing a broad-based understanding of the whole digital marketing ecosystem. After graduating, you’ll be
ready to join a large corporation or a small firm, or even go independent as a freelance digital marketer.
CTA: Learn More
Link for CTA: https://www.udacity.com/course/digital-marketing-nanodegree--
nd018

A/B Testing Email
A/B Testing
Subject Line CTA
Email #1 Expand Your Digital Marketing Skills! Check Out This Video!

Importance of A/B Testing
A/B Testing allows us to run-through specific parts of our email campaigns. To
put it simply- We are able to in essence dissect our campaign and look at each
piece of it.
A/B testing allows us to optimize design, language and accessibility of our
emails.
I tested the subject line of and CTA of email #1

Results Email #1
Results and Analysis
Sent Delivered Opened Opened Rate Bounced
2500 2250 495 0.22 225

Results Continued Email #1
Results and Analysis
Clicked CTR Take Action Conversion Unsubscribed
180 0.08 75 0.034 30

Unsubscribes
Including an “Unsubscribe” link is required by law. We have to make sure that
there is a visible and workable way for people to unsubscribe.
If you have a high unsubscribe rate- There is a good chance your email might
be viewed as spam. This is testing and analysis is important for email
campaigns.
Reviewing the lists and those who unsubscribe is important- especially if you
have unsubscribers who are usually active with content and so forth.

Based on the work you did throughout this project, what would you do for
Emails #2 & 3.
In order to ensure successful email campaigns for #2 and #3 I would allot
more time for A/B testing, create more engaging and easy to read body
content, and diversity in the color and placements of CTAS

Udacity Digital Marketing Nanodegree Portfolio

Udacity Digital Marketing Nanodegree Portfolio

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