DIGITAL MARKETING PLAN FOR

GRAINGER.COM AND BOSCH TOOLS

Executive Summary:

After several courses on Coursera by Illinois University we have to put our

knowledge in action and create a digital marketing plan for the partnership of
Graiger.com and Bosch Power Tools. The aim of this plan is to increase the sales of
Bosch power tools at Grainger website with 10% by designing a multi-channel digital
campaign. First we start with a client analysis and then by analyzing the three given
scenarios we place the customers in their respective phase of Consumer Decision
Journey (CDJ). Our next step is to come up with a marketing objective for each
scenario and then define the data as well as the sources to collect them and the bias
we have to avoid. Afterwards, we have the ways that we can use to analyze and
report on the collected data as well as the tools that can help us with the analysis.
We will continue with offer recommendations based on the e-mail campaign and the
display advertisement campaign that we have come up with. Finally, in order to be
able to measure how successful was our campaign we suggest a test and control
plan.
Grainger

 Grainger is a company which uses the business model of business to business

(B2B). In B2B a business sells its product or service to another business.
However, they have a unique focus on marketing directly to the consumer (B2C).

Grainger strategy for growth is more focused to North America, Europe and Asia
because these continents have a large MRO market and fragmented competition.
Its strategy of growth involves a partnership with Bosch Tools in order to increase
the sales of power tools. Moreover, it involves to ensure their customers that they
get the right product for the job by creating value which in turn can be achieved
by building strong relationships, helping them manage inventory, and providing
safety and onsite training as well as a simple and consistent experience with
competitive priced products. This happens by using digital solutions and investing
on e-commerce and digital marketing.

 Grainger.com has about 10 to 11 million visits per month where most of them are
from USA (94%), with Canada (1,3%) and India (0,65%) following. At the traffic
sources the first place goes to search engines (68,9%), then to directly go to the
website (27,9%), with referrals (1,1%), social (0.95%), displays (0,5%) and mail
(0,4%) have the next places. From social platform the most popular are
Facebook (35,6%), Youtube (31,5%), Reddit (17,8%), Linkedin (11,4%) and
Twitter (0,99%)

 Categories of customers per sales

Customer Category 2017 2019

Heavy Manufacturing 16% 17%

Government 14% 14%

Light Manufacturing 12% 10%

Commercial 14% 8%

Contractor 8% 8%

Retail/Wholesale 5% 7%

Healthcare - 6%
 Transportation 6% 5%

Natural Resources 5% 4%

Resseler 4% -

Other 16% 21%

As I mentioned earlier the 3 countries with the most customers were USA (94%),
Canada (1,3%) and India (0,65%). Grainger has more than 3,5 million active
customers and more than 5 thousand key products suppliers.

 Some trends that can affect customer's purchasing patterns are according to
www.futuremarketinsights.com are:
 Focus on product development
 Power tools outpacing hand tools
 Shift from corded to cordless
 China dominates power tools market
 High demand from professionals
 Resurgence of construction industry in emergency nations
 Lithium-ion batteries replacing Ni-Cd

MRO in North America

In 2018 maintenance, repair and overhaul (MRO) market in North America was estimated
at 156,80 billion Us dollars and in the near future the Compound Annual Growth Rate
(CAGR) is expected to be 3,1%. It is expected that the revenues will reach the 194,4
billion Us dollars in 2025. This growth of the market is likely boosted by the product
penetration in the manufacturing industry which lead to the standardization of equipment
and services in critical operations and has been increased. Through this growth it is
estimated than North America will be the one who will drive the market for the next years
as the leading manufacturing region. The development of advanced manufacturing
techniques in the region along with the advent of e-commerce is considering to fuel
market growth.
Most of the manufacturing companies of North America have eliminate workplace
hazards and the risk of equipment failure by adopting advanced systems. They also
provide safety to their employees which makes them more productive which leads to
market growth. The segment that is the fastest-growing which demands the highest MRO
products from U.S and Canada is the chemical manufacturing industry.
The top MOR suppliers are:
 Sonepar
 Wolseley
 Rexel
 Wurth Group
  W.W. Grainger
Grainger which is the company that we are examining reviewed 1,2 billion Us dollars in
2019 of its product assortment revenue, resulting in an incremental increase to revenue
and a better experience for customers, and it expects to complete another 1,6 billion Us
dollars in 2020. Over the next few years, Grainger expects to add to its assortment in a
selective manner based on current and future customer needs. In 2022, Grainger’s profit
margin is estimated to have expanded from 6.9% to 8.6%.
Grainger’s biggest competitors are:

o Fastenal
o Home Depot Supply
o McMaster-Carr
o MSC Industrial Direct
o Regional and local suppliers

Bosch Power Tools

1) Bosch power tools belong to Bosch a German company which is known

worldwide. It is basically an engineering and technology company. One of its
product’s categories is the power tools which they sell them via their partners in
their distribution network. Moreover, one of its main partners is Grainger, a
maintenance, repair, and operations (MRO) company which they supply with their
power tools and have a business to business (B2B) relationship with them.
Bosch’s power tools division is leading the market of power tools and power tool
accessories as well as is introducing each year in the market more than 100
tools. They also contain measuring tools. Bosch wants through innovation,
convenient and high-quality to have the best power tools for industrial and
construction professionals that will facilitate them and will make them reach their
goals.

2) Like it was mentioned in one of the videos we can infer that Bosch’s primary
customers are the ones we will have to do the purchase. That includes both
people who buy the tool and use it and people who buy it and have someone else
use it for them. The secondary customers are the ones who ask for the tool the
one who has to buy it or they are responsible to search for the right tool that they
have to recommend to the primary customers. In other words, primary customers
buy the product and secondary customers spread brand awareness by asking or
suggesting for that specific tool.

3) The trends that I noticed are that secondary customers might be professionals
who know how to use these power tools but often work for companies or people
who are the primary customers and they will do the purchase for them.
Furthermore, primary customers are often unable or they do not have the
knowledge of which tool they should buy, from where and which has a high
quality so they have the secondary customers make the decision.

4) Bosch is a company that a lot of people prefer and choose to buy from it. It is
known for its high-quality products and its one of the most popular companies in
its field. However, I came across to some negative comments about the
company. I will stay to the ones which are about the power tools. Some people
believe that the company does not have any more the quality that it used to have
and they claim that the new generation tools should not be compared with the old
 ones. They say that they are underperforming and that Bosch uses cheaper
materials to make them.

5) SWOT:

Strengths Weaknesses

 High quality products  Bad reviews

 Variety of products  Huge debt
 Strong brand name  Slow to respond to
 Partnership with Grainger dynamic market demand

Opportunities Threats

 New innovative  Competition

technologies  Changes in the industry
 Increased demand for  Economic crisis
power tools
 Digital marketing

6) Bosch has a very strong brand name and is a worldwide well-known company. For
Bosch power tools choice to have in their name the main name of the company is a
good marketing strategy because it attracts the loyal customers to the brand and it
guarantee us high-quality products. Finally, it strengthens the brand name by
showing that the company is active to other field too and it tries to provide the best
for its customers.

7) We can find Bosch power tools to the most popular social media such as Facebook,
Instagram, Twitter, Linkedin and Youtube. Their social media are active with a lot of
members and subscribers, and are very helpful for the customers. For example,
Youtube has instructional videos where customers have the chance to see how to
use or install a tool. They also have their own website which is different from the
Bosch’s website. Their website is very good, easy to browse their products and find
what are you looking for as well as learn about the company.

Consumer Decision Journey

Scenarios

 Scenario 1: Audiences that visit Boschtools.com, look at a power tool (for example a
drill), but do not visit Grainger.com
 Scenario 2: Audiences that visit Boschtools.com, look at a power tool, and then visit
Grainger.com, log in to Grainger.com, and visit the power tools category
 Scenario 3: Audiences that visit Boschtools.com, look at a power tool, and then visit
Grainger.com, log in to Grainger.com, and visit the plumbing category but not power
tools

Answers 1 & 2:

 Scenario 1: In the first scenario we are at the active evaluation of the customer
decision journey (CDJ). This happens because Boschtools.com is not a website
where you can purchase directly what you want, hence we can infer that people
who are visiting the site and do not visit Grainger just have the thought to buy a
Bosch power tool and they are browsing the site to collect information. There is a
big possibility that these people are secondary customers who are looking for the
right tool to recommend it or ask for it from a primary customer. The concern that
they have is to just be able to collect and find enough information in order to
confirm for themselves that they really need the product or if it is the right one.

 Scenario 2: In the second scenario we can say that they are in the phase
between active evaluation and moment of purchase with moment of purchase
being closer. The customers in this phase are more sure that they will purchase a
power tool and they visit Grainger.com where they will look for the price and
probably they will buy the product. The customer’s concern here is to find the tool
that they want to a good price and collect even more information to finally
purchase the product.

 Scenario 3: In this scenario the customers at first they are in the active evaluation
phase until they visit Grainger where a trigger for plumbing tools is created and
they pass to initial consideration but for the plumbing category. This trigger may
be caused by the fact that they also need plumbing materials for the work that
they would need power tools. The concern that customers have is to think if they
really want a product of this category.

Scenario CDJ Concern

1 Active evaluation Collect and find as
many information as
you can
2 Moment of purchase Look for the price, and
collect the last
information you need
do to the purchase
3 Initial consideration Confirm if you really
want and need this
type of product

Answer 3:

 Scenario 1: An analysis that they can perform is to search for the key words
which are used in order to reach the page, to see how many visit their website
and to see in which place did the appear in a search engine. Grainger can
also ask from Boschtools.com to give them the number of how many they visit
them so they can see from them how many went to Grainger.
  Scenario 2: In this scenario they can analyze how many people came from
Boschtools.com and how many of them purchase a power tool. They can also
see the reviews to see if customers had a good and easy purchase
experience.

 Scenario 3: They can analyze the search history of the people who came
from Boschtools.com to see how many looked from something else and what
was it as well as if they purchased it. Also they can try and find what was the
reason why the visit another category (for example a 20% sale to plumbing
products).

Business Objectives
Answers:

 Scenario 1: For the first scenario the business objective should be to

influence consideration. The question that we have to ask is “Do my products
satisfy the consumer needs?”. We can answer to that question by collecting
data from the reviews that our customers provide to our website and our
social media. We can also compare our products popularity, purchase and
visiting of our website with our competitors through Alexa’s data as well as
our rank in the market through Universum.

 Scenario 2: The business objective for this scenario is to improve the sales
process. Here we have to ask 2 questions. The first is “Do my efforts result in
wins for my brands?” and the second one is “Do the experiences I deliver
fulfill customer’s expectations?”. Both of these questions are very important if
we want our sales process to be improved because we want our customers to
be able to buy a product quickly, easily and do not have second thoughts.
The data that we can collect is the number of the people who purchase a
product (conversion rate) or put a product in the cart and the way we can do
this is by using Google Analytics.

 Scenario 3: In this scenario the business objective that we should have is to

build brand awareness. The question that we should ask to this scenario is
“Do consumers recall and recognize my brand?”. It is very important to
remember and be able to recognize the Bosch brand so we can attract them
to the Bosch power tools category. We can check this by seeing how many
members do we have in our social media and how many of them are active
with likes, comments and shares. We can also see the rank that Bosch have
as a brand and how many people visit the site directly or by a searching
engine by typing the name of the Brand. The search volume can be found in
the Google trend tools.
 Planning Document:

Scenario Business Key Questions that Type of data

Objectives we should ask
1 Influence Do my products satisfy the
consideration consumer needs?”.
2 Improve the Do my efforts result in wins for
sales process. my brands?
Do the experiences I deliver
fulfill customer’s expectations?
3 Build brand Do consumers recall and
awareness recognize my brand?”
and Sources
Reviews of consumers
through website and
social media.
Company rank through
Universum.
See statistics for your
website through web
analytics platforms.
Conversion rate of add
to chart and conversion
rate of purchasing a
product through Google
Analytics.
Social Media members
through social pages as
well as tools of the
trade.
The search volume
through Google trends
tools.
Company rank through
Universum.

Collect and Analyze data

We will follow a descriptive approach of the analysis duo to the fact that the access
we have to the data is limited. The data that we will need are:
 Reviews of the consumers
 Social media participation (members)
 Social media active participation (like, comments, shares)
 Search volume
 Company’s rank
 Number of Clicks we had on Google
 Conversion rate of add to chart
 Conversion rate of purchasing a product
 Phrases and words that customers have search
 From where did our customers come to our site

Our business objectives that we set in Module 2 are: Influence consideration,

Improve the sales process and Build brand awareness. Now we have to find the Key
Performance Indicators (KPIs) that will help us to collect and analyze the data. We
are going to use a table.
Business Objectives Data
Influence consideration  Reviews of the
consumers
 Number of Clicks we
had on Google
 Social media active
participation (like,
comments, shares)
 Company’s rank
KPIs
 Annual customer
satisfaction survey
 Click through rate
(CTR)
 Amplification rate
 Conversation rate
 Applause rate

Improve the sales  Conversion rate of  Shopping cart

process add to chart abandoned rate
 Conversion rate of  Conversion rate
purchasing a product  Cost per Conversion
(CPC)
Build brand awareness  Phrases and words  Social media’s traffic
that customers have  Keywords in SERP
search  Website statistics
 From where did our  Engagement rate
customers come to
our site
 Search volume
 Company’s rank
 Social media
participation
(members)

All of these date can be found by different sources, but unfortunately you must have
the access to obtain them and process them. Good sources are the Grainger
website’s data, Google Analytics, Alexa and Google search console. So to analyze
you need access, hence I will provide an example about some available data and
what you can infer from it. Here we can see that the rank of the website Grainger in
Us is 4,689 and 3 months before was 4,317. This means that it lost some popularity
and its 363 more spots that it used to be from the first spot. The Marketing team
should process this and try find why this happened as well as try to find a solution in
order to increase its popularity and its rank.
Bias and how to avoid them.
When collecting and analyzing data we should always be careful of bias. Bias
according to Wikipedia is the difference between this estimator's expected value and
the true value of the parameter being estimated. We are going to elaborate the given
bias we have from the exercise which are sampling bias, questionnaire bias, and
interpretation bias. First of all, Sampling bias is when some people of the intended
population have a lower or higher sampling probability than others. Moreover, in our
days the existence of bots makes this problem more severe because we are talking
for social media profiles which are fake and automated. Bots can be found in all
social media platforms so we should be careful and try to exclude the fake data that
they provide in order to not have an impact to our analysis. Another bias is the
questionnaire bias which is a result of unanticipated communication barriers between
the investigator and respondents that yield inaccurate results. A way to avoid it is to
get feedback from the people who took the questionnaire about if they had any
problem and if they did not understand a question. To exclude the questionnaire that
people do them without reading them we can add questions such as “In this question
pick option 3”. This way we will understand if they are reading the questions. Finally,
we have interpretation bias which is the tendency to inappropriately analyze
ambiguous stimuli, scenarios and events. A good solution to solve this is to consult or
ask for advice from friends, co-workers or even customers so they can create an
objective opinion. To sum up, we should really have our eyes open when we are
collecting data so that we can avoid bias and have valid results which are going to
help us identify the real problems.
 Collect and Analyze Data 2
We are going to discuss some analysis plan for data that exist but we do not have
access to them. The data that we mentioned at the previous task along with the
analysis plan are:
 Reviews of the consumers: What we can do hear is to allow consumers to
give a number to their review out of 10. If we have review with no numbers we
can turn them so they will be measurable data that we will be able to use. Our
next step is to find the average number of the reviews which will show the
level of satisfaction of our customers from which we can see how it changed
over the time.

 Social media participation (members) and Social media active participation

(like, comments, shares): As we know the majority of people who have
access to the Internet are engage in at least on social media platform.
Moreover, social media plays and will play a major role to Digital Marketing.
We can measure the amplification rate and see how our company is doing in
the digital community.

 Search volume: We can see how many people have search for us over the
time and see how this has changes through the months so we can identify a
problem when we observe a decline to the number of our search results.

 Company’s rank: From this data we can see how high is our company in
comparison with our competitors and what image have our customers about
our brand.

 Number of Clicks we have on Google: Here we will use click through rate
(CTR) from which we will see if our influence has grown or not in a period of
time.

 Conversion rate of add to cart: From this data we can see how many
customers add something to the cart and what product was it. Furthermore,
we are able to see if they purchase the object or if they abandoned it.

 Conversion rate of purchasing a product: This data provides us with the

conversion rate. We can see how many people bought something and how
much did they spent. From it we can also understand if our sales working
have any problem or need to be improved.

 Phrases and words that customers have search: Here we can find out which
are the most famous keywords and phrases that people use to find us and
add some of the if we have not in order to appear in the first places in a
google search.

 From where did our customers come to our site: By analyzing this data we will
learn from where our customers found us. For example, did the found us from
an ad, a website that we are partners?
Benchmarks:
From the categories of data we have, most of them are to be compared with our
previously data. However, we will have benchmark data where we will compare our
data with aggregated industry data from other companies who share their data. To do
that we can use Google Trend and Keyword tools and Alexa. Rilaviq.com is another
useful tool to compare our social media data.
Summarize:
Duo to the fact that we did not have access to data and data sources so we can do
the analysis. When we have data and we were careful with the bias then the analysis
is an easy process.

Channel and Content Strategy

Category 1: Users landing on Grainger.com directly
New customers: For the people who visit Grainger.com for the first time we can’t
use e-mail advertising duo to the fact that we do not own their mail addresses. Thus
for this target group we should focus on display advertising. We should have banners
to our websites in places and size where the person who visit our website will be able
to see it. For example, the banner can show a Bosch power tool along with the brand
name. We should focus to make the banner as much desirable as we can in order to
get the attention of the customer. Finally, we have to make our new customers to
give us their e-mail so that we can target them this way as well. To do that the call to
action (CTA) can be used for signups in newsletter. Another good method is to offer
a discount to the people who give us their email.
Current customers: With current customers we have more options to target them.
Here we can use their e-mails that we own and we should send them notification
about new tools, inform them for sales and send them discount coupons. We can
send discount coupons to their birthday, if they have given it to us when they filled in
their personal data, in order to create a bond with them by showing that we care.
About the use of displaying advertisement, a good and smart way to use it in this
situation is to target our customers across the Internet. We should focus more to
those who have to purchase something in a long time because that way we will make
them remember us. Moreover, when a new Bosch power tool comes into the market
or when there is a discount to Bosch power tools we can provide display ads to our
customers and focus more to those who have done a Bosch purchase.
The only thing for which we should be careful is to not frustrate our customers by
showing them our ads all the time. We should keep a frequency cap to be sure that
we achieved our goal.

Category 2: Users landing on Boschtools.com first

In this case we have 3 different scenarios so we will answer for each one
separately.
Scenario 1: For this scenario we can’t focus on e-mail advertising because
there is a high possibility for these people to not be aware of Grainger, hence
they would not like to appear to their e-mails. We should use banner ads to
make them aware of our website. Another thing that we can do is to each
power tool page to have a banner where by clicking on it you will transfer to
Grainger and it will also be written on it that you will have for example a 10%
discount if you purchase this tool from Grainger. Finally, Grainger have to try
appear on Google as an ad when someone looks for the Bosch tools website.

Scenario 2: In the second scenario we can send e-mails to the customers

which will can contain from a Bosch tool new catalog of power tools to
information about sales and discount coupons as presents. Here is the
scenario that we have our customer in our site and we know that they are
interesting in power tools. Banners ads with discounts will lure our customers
to finally purchase the power tool they are looking for. We also should focus
for our ads to appear when they do google research.

Scenario 3: To this scenario we have our customers to our site but they look
in other categories rather than power tools. To make them notice the category
we want we will place banners that will say that there are sales (for instance
20% off) to Bosch products. This also can be achieved by sending them
e-mails with the same content and offer the discount coupons for power tools
at holidays. Another good trick is to tell them that they have a discount to a
product of whatever category they want when they buy a Bosch product.

Recommendations
Content: The content of our e-mails and especially for our banners should be focus
on the Bosch power tools duo to the fact that this is the product that we want to sell.
It should have information, characteristics and include the high quality as well as the
ease of use. It can also contain a slogan which will make you bond with the brand
and be able to recognize and recall it. To the e-mails links should be provided that
will get you to the right page by clicking on them. The most important thing is that the
name of the brand must always be included.
Tone: The tone should be direct, clear and to the point. The customer must be able
to understand the message that he or she receives. The tone can also create the
feeling that with Bosch power tools you can achieve things that you wouldn’t have
imagined that you can and are huge accomplishment by you. The e-mails have to be
always polite and sometimes they can have a friendly tone.
Visuals: Personally I believe that visuals are the most important part of an
advertisement because there is the first thing that your eye will see and judge if it is
worth it to spend your time read it. The visuals that are being used should focus on
the power tools, the people and to a combination of these to. In the first situation we
have a clear image of the product, in the second we focus more to what you can
achieve by a Bosch power tool and in the third we have the tool in use. Visuals can
also be included in e-mails with images and GIF. For instance, an e-mail with a
happy birthday to the customer and a discount coupon for present can have an
image of a cake or a funny birthday GIF. It can also include an image of a digital
Coupon.
Some examples are:

An e-mail example is:

To: (email)
From: Grainger
Subject: Happy Birthday
Dear (Customer name),
Grainger wishes you a happy birthday!! As Grainger, we always
believe that birthday is an important day for each person and we
want to celebrate this special day with you by giving you a 30%
discount coupon for every Bosch product from our power tool
category. Here is the link to receive your coupon (link).
 Have fun and don’t forget to party!
This email can include an image or a Gif like:

Now we have to make sure that the content is aligned with Bosch’s brand essence
and its product positioning in the market place. To do that we should first have a
collaboration between Boschtools and Grainger creative departments in order to
increase the positive effects and to avoid any inconsistencies between the channels
and the value of Bosch. Of course the main content on the display ads should be
Bosch power tools and they should highlight the characteristics that makes you
recognize and recall the brand such as the high quality and the ease of use. From
this collaboration which is a hard task to be done is important to exist a guideline and
a roadmap so we can have everything under control. They should work together so
they will be able to create more appealing and creative display ads and e-mails that
will make them reach their goal. Grainger knows better how they can attract their
customers and Bosch knows better what is aligned with its essence. The display ads
that audience from category 1 and audience from category 2 see will not be the
same. Audience category 1 will see the ad which is based on Bosch power tools but
there would not be any quotation to Grainger since the customers are already on
their website. Audience category 2 who haven’t yet been transferred to the Grainger
will see display ads on Boschtools.com that will also be based on the tools but they
will infer the name of Grainger to show the partnership and spread brand awareness
for Grainger.

Test and control plan

Before we start let give a definition of marketing objectives.

 Marketing objectives according to Alexa are a brand's defined goals. They

outline the intentions of the marketing team, provide clear direction for team
members to follow, and offer information for executives to review and
support. Marketing objectives are a pivotal part of a marketing strategy.
Every company must set marketing objectives because they are very useful in order
to achieve its goal by having a motive. The objectives that they set should be
specific, measurable, agreed, realistic and time-bounded which is also known as
SMART.
Our goal and the thing that we try to do is to increase 10% up the sales of Bosch
power tools at the Grainger and this is why we set 3 research objectives. The
research objectives have to do with the following:

 Do the products that are being offered and displayed satisfy the need of our
customers? In other words, we have to influence consideration and Grainger
has to rely on the data that Google Analytics provides in order to examine the
behavior of the customers. To do so they should conduct a research. They
can also look for how many people visit Grainger.com from Boschtools.com.
 Do our sales efforts has wins as a result for our brand? In order to find it out
we should find out how our sales process can be improved. We can look that
by measuring the sales volume of Bosch power tools from Grainger.com
 Do consumers recognize and recall the brand? To be more specific, here we
have to look if the customers are aware that there is a Bosch power tool
section at Grainger.com. This is what we have to search and raise brand
awareness. This can happen by seeing how many people visit the Bosch
power tool category of Grainger.com.
To have more accurate insights as well as predictions of the campaign and the
results, what we have to do is to use an array of primary and secondary research
methods that include the collection of qualitative and quantitative data. So in the
first one we have to deal with new data but in the second one we use data that
have already be collected from previous researches.
Primary and secondary research:
Once again we will start with a definition for this 2 terms.

 According to Geopoll primary research is information gathered through self-

conducted research methods, while secondary research is information
gathered from previously conducted studies.
Secondary research is usually where most research begins. For this reason, we will
rely on secondary research as well as quantitative methods which are related to
statistical data form Google Analytics related with return on investment (ROI), return
on advertising spend (ROAS), and so on. In order to have more qualitative data it is
significant to use primary research tools such as conducting surveys and
questionnaires.

Grainger should adopt the following primary and secondary research:

 Google Analytics. From here they will collect structured data from which they
will see how consumers behaved before, during and after the campaign.
 Google alerts. By using this they will collect even more data from which they
will be able to see the brand sentiment
 Secondary data related to email marketing effectiveness such as open rate,
click through rate (CTR), conversional rate that can be considered
quantitative and secondary in type.
  Customers’ surveys and questionnaires. With that they will gather more
primary quantitative data about them.
 A/B multivariate tests and experimentations. Here they will have the chance
to collect more primary data in terms of their behavior.
Test and control plan:
There is already a model that we can use which is called Successive Approach
Model (SAM). In its test phase it is used in instructional design and it goes through 4
phases which are the decision proof, the alpha phase, the beta phase and the gold
phase.

 Decision proof: We should apply to a sample of customers the prototype of

the campaign in order to gauge their interactions, expectations and their
feedback. The decision proof should be send to everyone who is related from
stakeholders like designers, instructional designers, and digital marketers. All
of this along with related stakeholders which the decision proof is outside their
discipline can provide us data that is valuable for us.
 Alpha phase: When we receive the feedback from the decision proof and
modify what is necessary then we move on to the Alpha phase. In this phase
the campaign should contain all the elements which are necessary like
videos, rich media and other related assets.
 Beta phase: In the Beta phase the campaign should be fully-fledged as it
should be in the real world. Also the modifications who were suggested in the
Alpha stage should already be applied.
 Gold phase: The last phase, the Gold phase is the actual Launching of the
campaign. During this phase we should keep an eye on the key performance
indicator (KPI) which were agreed before so that it can adapt when it is
necessary.

5630 words

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