Measurement Strategy & Ad Campaign Recommendation

Savannah Alexander MARK 4650

 Part 1
Google Analytics & Measurement Strategy

Part 2
Google Search Ads Investment Strategy

Part 3
Facebook Investment Strategy

Part 4 The
Salesforce Email Strategy
Breakdown
 Part 1
Google Analytics &
Measurement Strategy
Background
About this report:
This report is a proposal that details an
effective measurement strategy for Athleta's
Black Friday sale on their new Delancey
Herringbone tight.

About Athleta:
Athleta is a popular women's athleisure brand that sells
products that are simultaneously comfortable and
fashionable. The website exists to sell athletic apparel and
accessories to women.

Trendy Trisha
Trendy Trisha is an active millennial
who loves yoga and cycling but likes to
make sure her outfits are always on
trend. She is obsessed with health and
fitness and she wants everyone to know
it.
Target Personas
On The Go Olivia
On The Go Olivia is a millennial who likes
to work out but she also enjoys going to
brunch and being social. Olivia doesn't like
to completely change outfits in between
her plans, so she opts for workout apparel
that can be dressed up or dressed down
easily.
Hopeful Haley
Hopeful Haley buys athleisure wear
because she is convinced that if she
has cute workout clothes, then she will
be more motivated to hit the gym.
Haley says all the time that she's
going to start working out tomorrow
but she doesn't.
Main Landing Pages
Homepage

All Sale
This page is a natural spot for anyone who is just This page is where customers who are looking for

Herringbone Tight
browsing the website. the best deals from Athleta would land.
Fall Fashion

Delancey
2020

This page is where someone who desires to be on This page is where our target audience who is
trend would navigate to for guidance. interested in the sale on the Delancey Herringbone
Tight would visit.
 Core Functionality Elements

Book an appointment Watch a video about "The Sign up for email

with a virtual stylist. Power of She." newsletters.

Apply for an Athleta Card. Read customer reviews.

 Macro Goal
The macro goal is for Athleta is to sell the Delancey Herringbone tight.

Visit Home Page

Navigate to product page
Select preferred style
and size
Add product to cart
Proceed to
checkout
Complete
checkout
Spend more than 5
minutes on the Browse the "leggings Sign up for
website. and tights" page. the newsletter.

Micro
Goals
View various style
Book an appointment options color choices for
with a virtual stylist. the Delancey tights.
 Setting Up Goals in Google Analytics
1) Within the "Admin" tab, 3) Choose a goal from the
under "View," select "Goals." 2) Select "+ New Goal." template options.

4) Name goal and select 5) Fill out final goal details

type. and press "Save."
Tracking goals through Google
Analytics is important because it
allows for Athleta to access
crucial data that can help to
optimize the website. Monitoring
goals can also ensure that
objectives are being met.
 Filtering Data by Region in Google
Analytics
1) Within the "Admin" tab, 3) Choose a custom filter and
under "View," select 2) Select "+ Add fill out the information then
"Filters." Filter." press "Save."
 Multi-Channel Marketing
Campaign
For the Black Friday campaign, I am suggesting that Athleta focuses on the new,
versatile Delancey Herringbone Tight. It's perfect for the On The Go millennial this
season. The landing page will be the product page itself. I recommend using these
channels to promote the campaign. Through URLs containing tracking parameters,
Athleta can measure the efficacy of our chosen channels, which ads delivered to the
website, and can make adjustments as needed.

Google Ads URL Instagram URL Email URL

https://www.athleta.gap.com/? https://www.athleta.gap.com/? https://www.athleta.gap.com/?
utm_source=Google&utm_mediu utm_source=Instagram&utm_me utm_source=Newsletter&utm_me
m=cpc&utm_campaign=Delance dium=cpc&utm_campaign=Dela dium=Email&utm_campaign=Del
y_Sale ncey_Sale ancey_Sale
srotisiV gnidnatsrednU Geography
We want to know where our
Internal Site Search
By looking at Internal Site Search,
visitors are from so we can we can see what visitors are
better market to them. searching for and if they're able to
find it on Athleta.com.

Duration of Session
We want to know how long users spend
on our site. If they tend to leave after a
short period of time, we can pinpoint
the reason why and make changes.

New vs. Returning Users Page Depth

By monitoring this metric, we can see This metric will indicate how many
if someone has browsed the website pages are being visited before making
previous to making a purchase. a purchase or exiting the site.
Google Analytics Recommendation
My recommendation for Athleta is to immediately integrate Google Analytics with
their existing marketing strategies. I am asking for Athleta's approval to move
forward with this campaign. By using Google Ads, Instagram, and Email to
promote the Black Friday sale of the Delancey Tight to busy millennial women, we
can ultimately meet the macro goal. We will monitor important metrics about our
target audience so we can make changes to the campaign as needed. It's
important to launch this campaign now and carry it through to Black Friday for
best success. In the future, Athleta should also use Google Search Ads, Facebook,
and Salesforce to capitalize on their Measurement and Investment Strategy. I will
detail how to effectively use these tools in the rest of the report.
 Part 2
Google Search Ads Investment
Strategy
Target Audience
On-The-Go Olivia is a working millennial
living in a big city and she values a work-
life balance. Olivia completes a light
workout before grabbing brunch and
meeting up with friends on the weekends.
She doesn’t like completely changing
outfits in between her plans if she doesn’t
have to, so she purchases apparel that can
be dressed up or dressed down, but it must
be on trend. Olivia doesn’t mind spending
a little more money on quality clothes that
she knows she will wear frequently. She
researches products online before she buys
them and loves when she finds a good sale.

On-The-Go Olivia
 Current Competitors

Why Athleta?
Athleta offers a versatile array of well-made athleisure pieces at a
competitive price. Their clothes can endure an intense workout or make
a fashion statement when meeting up with friends. Athleta prides itself
on size inclusivity and offering clothes in line with the latest seasonal
trends.
 Campaign Details
Athleta's Goal
The goal of this Search Ads Campaign is to sell the new Delancey Herringbone Tight
during the Black Friday Campaign. By using the maximize conversions bid strategy,
Athleta can meet their goal.
Devices Total Budget
Desktop, Tablet, Mobile $21,000
Language Dates
English November 1st to December 31st

Target Locations Ad Scheduling

Metro City Areas: Atlanta, New York Ads will run daily between the
City, Boston, Seattle, Los Angeles, hours of 8 a.m. and 11:30 p.m.
Nashville, Charlotte
 Campaign Budget Breakdown
The total budget for this 2 month long campaign is
$21,000.

Since Black Friday is in late The remaining budget (35%)

November, 65% of the budget will be used in December to
will be used during this time. finish the campaign.
Total November Budget: $13,650 Total December Budget: $7,350
Daily Budget: $455 per day Daily Budget: $237.10 per day
 Ad Group & Keywords
Account: Broad Match:

Keywords
Leggings, Tights, Athleisure, Activewear Sale, Fashionable
Athleta Activewear, Fitness Wear, Exercise Clothes, Trendy
Workout Gear, High Waisted Leggings
Campaign: Phrase Match:
Black Friday Sale "Women's leggings," "Women's tights," "Yoga Pants,"
"Fashionable leggings," "Athleta Sale," "Athleta,"
"Lululemon leggings," "Spanx leggings," "Herringbone
Ad Group 1: tights"
Delancey Herringbone Tight Negative Keywords:
-Cheap, -Inexpensive, -Ugly
By using Broad Match, “Phrase Match,” and -Negative Keywords, we will reach our target audience effectively. Additionally, by
using Responsive Search Ads, Google will test different headlines and descriptions to find the best combinations to attract more
users. The use of sitelink extensions such as “Store Locator” and “Black Friday Sale” will also increase the click-thru-rate. The
quality score will increase by using relevant keywords and sitelink extensions for the ad group. The minimum quality score for
each ad should be no lower than 3.
Sample
Search
Ads
 Performance Forecasts

Athleta's primary goal with this Google Search Ads strategy is to

maximize conversions. Throughout the Black Friday Campaign cycle, a
projected click-thru-rate (CTR) of 2.3% at an average cost-per-click
(CPC) of $1.71 should generate 540,000 impressions and 12,000 clicks
to the website.
Key Metrics & Return on Ad Spend
By investing $21,000 in Google
Search Ads for this two month long Campaign Budget: $21,000
campaign, it is predicted that of the # of Impressions: 540,000
540,000 Total Impressions, 12,000
Expected Clicks: 12,000
people will click the site, and 6% will
Conversion Rate: 6%
make a purchase. The sale price of
the Delancey Herringbone Tights will Expected # of Conversions: 720
be $65. Based on these metrics, the Average Conversion Value: $65
Expected Total Revenue is $46,800, Expected Total Revenue: $46,800
which yields a $25,800 Return On Ad Return on Ad Spend: $25,800
Spend.
Google Search Ads Recommendation
I recommend that Athleta invests in using Google Search Ads for the
Delancey Herringbone Tight promotion for their Black Friday Campaign. The
campaign will start on November 1st and will conclude on December 31st. The
campaign will populate in relevant search results by using quality keyword
match types to reach their target audience of busy millennial women in big
cities. Adding responsive search terms and sitelink extensions will also make
their ads more effective. Investing in Google Search Ads combined with
Google Analytics, Facebook, and Salesforce, will allow Athleta to maximize
conversions.
 Part 3
Facebook Investment
Strategy
 Objective
Athleta should use Facebook Campaign
Planning tools to promote the Black Friday
Campaign for the Delancey Herringbone
Tight via Instagram. The overall objective of
this campaign is to drive conversions by
targeting our ideal audience through the
platform.
 Core Audience Insights
Single Women
Millennial (ages 25-35)
College Educated
Employed (Income over $65,000)
Live in a Big City
Interested in: boutique fitness, food, shopping, concerts,
& local social events
 Placements & Ad Formats
We will use Instagram placements to target our core audience
because our target market is very active on this platform,
especially because they're on-the-go. I suggest using both single
image and carousels for best results.
Sample Ad 1

Sample Ad 2
 With a $27,000 budget to use on our Instagram advertising for
our 2 month long campaign, I suggest using the cost-cap bidding
strategy. This method will allow for us to effectively maximize
our budget. We will also optimize our ad delivery for conversions,
so we can meet our macro-goal.

Bid
Strategy
 Budget Breakdown
With $27,000, a CPM of $8.50, a 2% click through to
Athleta.com, and a $65 average conversion value:
Impressions Purchased:
($27,000/$8.50) x 1000 = $3,176,470.59
Expected Number of Website Visitors:
$3,176,470.59 x 2% = 63,530
Expected Number of Conversions:
63,530 x 6% = 3,812
Expected Return:
($65 x 3,812) - $27,000 = $220,764.71
 Facebook Pixel
Facebook Pixel should be used in our strategy because It will
help us measure the efficacy of our advertisements. Pixel will
notify us when a visitor completes an action on our website as a
result of seeing our ad. It will also help us better target and re-
target in the future.
 Facebook Investment Strategy
Recommendation
I suggest that Athleta utilizes this Facebook Investment
Strategy to maximize conversions during the Black Friday
Campaign. We will be able to target our core audience with
great precision on Instagram, which is an effective use of the
budget. A Facebook Investment Strategy paired with Google
Analytics and Google Search Ads can yield a high return.
Athleta should also consider implementing a Salesforce Email
Strategy for optimal results.
 Part 4
Salesforce Email Planning
 WELCOME!

Customer signs up for email Welcome e-mail sent with Customer follows link Adds products to cart. Completes purchase.
newsletter. a 10% off first purchase to website.
discount code.

Abandons the cart.

Customer Abandoned cart email

is sent. FORGET
SOMETHING?

Journey Customer returns to

website.
Using Email in a Multichannel Plan
Best Email Practices: Behavioral
Goal #1 Short & Sweet Subject Line
Catchy Preheader
Triggers
Grow Athleta's Personalized Message Behavioral Triggers will be used
when customers have taken
email list. Includes a Call-to-Action some kind of action on
Legally Compliant with CAN- Athleta.com. These actions will
SPAM trigger an event specific email to
be sent to that customer to try
to engage them further.
Dynamic & Automated Features:
Goal #2 By using an email template, we will utilize dynamic
content to deliver personalized messages to each
Examples:
Drive sales from customer. These emails will include relevant images Sign Up for Mailing List
and messages depending on the customer's
Visiting Website
Black Friday behaviors and interests. Emails will follow an
automated sending schedule; however, frequency Abandon Cart
promotion. may change depending on behavioral changes. Post-Purchase
Sample Emails
Emails will be sent out weekly to all
subscribers. New subscribers will receive
3 "welcome emails" over a 7 day period
to try to drive traffic to the website.
Customers who added a product to
their cart but didn't complete their
purchase will get a reminder email 24
hours after they abandoned the cart.

Automated
Welcome Email
(1 of 3)
Abandoned Cart
Email Cadence
Implementing the Marketing Cloud
Charge Rate
For $45 an hour, emails and templates will be
created and data will be mined to ensure that
this campaign is effective and reaching the
proper audiences.
KPIs
To measure the success of the emails, it will be important
to monitor conversion rates, open rates, and new email list
subscribers. These key performance indicators will help us
identify where we may need to make changes to be more
effective.
 Email Strategy Summary
I recommend that Athleta integrates the use of Salesforce
Marketing Cloud into their strategy. Utilizing email in
conjunction with other digital marketing strategies proves to
be more effective in garnering attention and gaining
conversions. Salesforce enables marketers to be able to track
and monitor Athleta's customer's behaviors. Through this
strategy, Athleta will be able to deliver a more seamless and
personalized experience to customers.
 Final Recommendation
Athleta should implement Google Analytics, Google Search Ads, Facebook,
and Salesforce Email to be most effective with their digital marketing
strategy and to maximize conversions. Google Analytics will track micro and
macro goals for the Black Friday Campaign, and help identify what changes
need to be made throughout the campaign's duration. Google Search Ads
will target relevant advertisements to Athleta's desired audience. Using
Facebook's tools to target the defined core audience on Instagram will
increase conversions while maximizing the budget. Salesforce Email will help
deliver personalized experiences for each customer and promote the Black
Friday Campaign too. All of these strategies together will help create
awareness, increase engagement, and maximize conversions for Athleta and
this campaign.