1.

Customer Journey
Based Marketing
Plan
What: Your Offer
Digital Marketing Nanodegree Program

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.
 Awesome work with the SMART marketing objective.

Marketing Objective:
Your Company’s Product/Service

What is the marketing objective for your marketing

efforts?

In this campain the opjective is to enroll 250 new clients

in the first quarter of the year.

The budget for this campaign is $50,000

Who Are Our
Customers?
 Target Persona

Background and Target Persona

Needs
Demographics Name
• Single
• Parents annual income
Fatimah Mansour • To get job after
is 200,000
graduate
• Eastern Province, • To get experience in
marketing before
Saudi Arabia
graduate
• 23 Years old • Improve skills
• Marketing Students at
IAU

Hobbies Goals Barriers

• Watching movies • Time to finish study • Budget

• play on Mobile • Got high score • Time
• Read stories • Earning high Salary • Manage for her
• watching social media weddign
• Enter best company in
Saudi Arabia
Phases of the Customer
Journey
 When+How+Where = Mar
Tactics
Customer
Journey
Awareness Intent Desire Actio

-Describe the
-Explain the
important of this
outcomes of the -Offer a 10% discount
course for start up -Few step to
course. for early registration
company. purchase.
-Explain our
Message -Describe how this
partners which
-Explain the program -Thank you
course will help by enrolling free one
are Google, lesson with UDACITY.
our skills in -Give syllabu
Facebook,
marketing and the course
Mailchimp,…
getting job

- Email
- Ads (Social media,
- Display, video
display, video)
- Social Media
-
ads.
Search
- Search - Email
- Landing page - Social m
Channel - Blog
- Social media
ads
- Video ads
2. Budget Allocation
 DMND
Budget Allocation
 Awareness: Budget Allocation for Media

Number Average
Planned Cost Per
Channels of Site Conversion Total Sales
Spend Click
Visits Rate

Facebook $4000 $1.25 3200 0.05% 2

AdWords 0.05%
$2500 $1.40 1786 1
Search

0.05%
Display $500 $5.00 100 0

0.05%
Video $3000 $3.50 857 0

Number of
Total Total #
$10,000 5,943 new 3
Spend Visitors
Students
 Interest: Budget Allocation for Media

Number Average
Planned Cost Per
Channels of Site Conversion Total Sales
Spend Click
Visits Rate

Facebook $6000 $0.50 12,000 0.1% 12

AdWords 0.1%
$5000 $1.50 3,333 3
Search

0.1%
Display $3000 $3.00 1,000 1

0.1%
Video $1000 $2.75 364 0

Number of
Total Total #
$15,000 16,697 new 16
Spend Visitors
Students
 Desire: Budget Allocation for Media

Number Average
Planned Cost Per
Channels of Site Conversion Total Sales
Spend Click
Visits Rate

Facebook $18,000 $0.30 60,000 0.3% 180

AdWords $1.50 0.3%

$4,000 2667 8
Search

0.3%
Display $0 $3.00 0 0

0.3%
Video $3,000 $2.75 1091 3

Number of
Total Total #
$25,000 63,758 new 191
Spend Visitors
Students
 Nice work getting a positive overall ROI. It is also not unusual for the
Awareness and Interest phase to have a negative ROI since we do not
anticipate a lot of conversions.

ROI: Budget Allocation for Media

Total
Total
Total Number Profit Total
Phase Number ROI
Spend of Site Per Sale Profit
of Sales
Visits

Aware-
$10,000 5,943 3 $299 $897 -$9103
ness

Interest $15,000 16,697 16 $299 $4784 -$10,216

Desire $25.000 63,758 191 $299 $57,109 $32,109

Total $50,000 86398 210 $299 $62,790 $12,790

 Great work with the recommendations!

Additional Channels or
Recommendations:
• Working more in engaging content like blogs and also sharing students
experience and encourage them to do that on their page on linkedIn and other
social media.

• Making Seminars to encourage people to register on our course.

• Give companies special price to improve their employee performance by

joining us.
3. Showcase Work
Is Digital Marketing Only for Sales Purposes?

https://bit.ly/2SZkBH6
LinkedIn:
Instagram
Twitter
 Sharing Results

Platform Traffic Likes Shares Comments Notes

medium 5 0 0 0

Instagram 20 6 0 0

Twitter 15 3 0 0

LinkedIn 35 10 0 0
Campaign Approach
This campaign target audience by many ways, we can approach
the audience by their age, location, gender, interest and behavior
as the following:

● 1. Age, interest, and behavior: I chose age between 18 to 30,

because I am focusing on University students who want to
determine the right major or who study marketing and want to
improve and get certificate. Also who graduate from university
and want to get certificate in marketing to help them in
Business or on their company.

● 2. Location and gender: I chose Saudi because many people

entered marketing field and this course is very important for
them. Also I chose male and female as target because both
gender is important for them.

Budget of this campaign and scheduling the campaign:

$100 lifetime and scheduled the campaign for 5 days

Finally I made three different contents and I made it short and

clear objective to help my campaign to success and to monitor the
best contents to see how the audience think and what they like
 Target Persona

Background and Target Persona

Needs
Demographics Name
• Single
• Parents annual income
Fatimah Mansour • To get job after
is 200,000
graduate
• Eastern Province, • To get experience in
marketing before
Saudi Arabia
graduate
• 23 Years old • Improve skills
• Marketing Students at
IAU

Hobbies Goals Barriers

• Watching movies • Time to finish study • Budget

• play on Mobile • Got high score • Time
• Read stories • Earning high Salary • Manage for her
• watching social media weddign
• Enter best company in
Saudi Arabia
Marketing Objective

Collect 100 email addresses of potential students, who

could be interested in taking digital marketing nanodegree
at Udacity, by $100 lifetime budget on Facebook ads
starting from 1 July 2020 to 5 July 2020
KPI

Number of collected email addresses

Ad Images:1
Ad Images:2
Ad Images:3
Key Results

Campaign Results Reach Cost Amount

Spent

Ad One 1 420 603 6.01

Ad Two 2 673 1291 4.48

Ad Three 1 217 341 2.4

Overall 4 875 2235 4.34

Campaign Evaluation:
Inconclusion: Ads 2 performed best result.

In next campaign I will focus on Age 24 up to 40, and I have to

change the picture to be more attractive, and the contain I have to
make it more clear that free ebook
Campaign Results: Performance: Ads1
ebook download: 1
Cost per result: 6.01
result rate: 0.17%
People reached: 420
Amount spent: 6.01
The numbers shown that high number of reached people but low download. I think
there is not good impact in this Ads
Performance: Ads2
ebook download: 1
Cost per result: 2.4
result rate: 0.29%
People reached: 217
Amount spent: 2.4
The numbers shown that high number of reached people but low download. I think
there is not good impact in this Ads too but better than the Ads1
Performance: Ads3
ebook download: 2
Cost per result: 4.48
result rate: 0.15%
People reached: 673
Amount spent: 8.96
The numbers shown that high number of reached people but low download. I think
there is not good impact in this Ads too
Demographics: Ads 1
the graph shows that the graduate students more reachable than
university students.
Demographics: Ads 2
the graph shows that the university students more reachable than
graduate students.
Demographics: Ads 3
the graph shows that the graduate students more reachable than
university students.
Placement: Ads1
Facebook more reachable than others, then Instagram
Placement: Ads2
Facebook, Audience network, Instagram all reachable
Placement: Ads3
Facebook, Instagram reachable only
Ad Set Data:
Ad Set Data: Performance
Ad Set Data: Demographics
Ad Set Data: Placement
 Keywords
Head Keywords Tail Keywords

1 Google Social media marketing

Certification

2 Digital marketing Search Engine

Optimization

3 advertising Digital marketing

certification by Google

4 E-learning Misk Academy for future

career

5 Udacity Digital marketing job

Keyword with the
Greatest Potential
Which Head Keyword has the greatest potential?
Google Certification (Priority 75)

Which Tail Keyword has the greatest potential?

Social Media Marketing (Priority 72)
Technical Audit: Metadata
URL: http://dmnd.udacity.com/

Current

Title Tag Udacity Digital Marketing Nanodegree Program

Website

Meta- Blank
Description

Revision

Title Tag Udacity Digital Marketing Nanodegree Program

Meta- Gain real-world experience running campaigns

Description as you learn from top expert.
Technical Audit: Metadata
URL: http://dmnd.udacity.com/

Current- Alt-Tag

Background Blank

Collaborators Blank

Laptop Blank

Revision- Alt- Tag

Background The main interface of the page

Collaborators Partners of DMND program

Laptop online course

 Technical Audit: Metadata
URL: http://dmnd.udacity.com/

Current- Alt-Tag

A 360-degree
Approach Blank

Real-world Projects
Blank

Logo Blank

Revision- Alt-Tag

A 360-degree
Approach Instructor for full understand

Real-world Projects
Tutorial for doing real project

Logo Udacity Logo

 Technical Audit: Backlink
Audit Domain
Backlink Authority
(DA)

1 https://www.youtube.com/play 100
list?list=PLAwxTw4SYaPlkES
DcHD-0oqVx5sAIgz7O

2 https://www.udacity.com/cour 100
se/introduction-to-python--
ud1110

3 https://docs.microsoft.com/en- 99
us/archive/msdn-
magazine/2013/january/don-t-
get-me-started-lowering-
higher-education-again
 Link-Building
Using the SEMRush tool and research, strategize a link-building
campaign.
Identify three websites that you think would be relevant, high traffic
sites that you would like to gain backlinks from to help drive traffic to
dmnd.udacity.com.

Site Name Udemy

Site URL www.udemy.com

Organic Search Traffic 1.3 M

Site Name Coursera

Site URL www.coursera.org

Organic Search Traffic 1.3 M

Site Name Linkedin Learning

Site URL www.linkedin.com/learning/

Organic Search Traffic 65.1 M

Page Index
There is no index of DMND page, and it is very
important to be there because that help for SEO,
this number will help to understand number of
site page for earn traffic to the site.
Page Speed: mobile
Very poor result and that will effect on
website ranking.
Page speed very important for users.
Page Speed: Desktop
Very good result for desktop
Mobile-Friendly Evaluation
Bad Rating, it should to fix that error because user need speed result.
Recommendations
1. On-Site SEO:
a. Metadata description is empty so we should write
title the with attractive content.
b. Having more unique contents to attract more
people and to encourage them to join DMND
program.
c. There is only image without Tag, so is great to add
tag for each image

2. Off-site SEO:
DMND website has low ranking so it need work in this
side to increase the website ranking

3. Performance Testing:
As per our testing page index, mobile speed, and
mobile friendly need to work on them to increase the
rank of the website, low rank will give poor result or
the result will be in last pages.
Approach Description
I was assigned for this campaign the following
criteria:
Country: United Kingdom (UK).
Course: Intro to Data Analysis
URL: https://www.udacity.com/course/intro-to-data-analysis--ud170
Daily Budget: $7
Life Budget: $35
Duration of Campaign: 5 days from 23 July to 27 July.

Its simple to start doing Adword campaign by following

just few steps to publish high quality campaign and be
available for numbers of people who are searching on
specific topic.
Moreover, in this campaign I was focusing on topic Intro to
Data Analysis so people who searching on this topic or
using one of keywords my campaign will appear to them
and by this way I will reach to numbers of people.
I make the campaign short and clear details to reach
maximum of click on the ads.
In this campaign I have create two Ads, and each ads has
different headline and description to test the best ad after
getting the result. I have choose variant of keywords for
both ad group.
Marketing Objective:
collect 24 leads and 5 conversion with a lifetime
budget $35 and per day budget $7, as I put the
default CPC $3.

KPI:
number of leads and conversion collected.
Ad Group 1(Awareness):
Ads
Ad Group 1(Awareness):
keywords
Keyword List:

• python data mining tutorial

• learn paython for big data
• big data analytics using python
• free big data analysis tools
• how to statistically analyze data
• free big data analytics
• vectorized operations
• python data analysis example
• exploratory data analysis with python
• Udacity Online Course
• Udacity free course
• big data analytics free
• one-dimensional data
• two-dimensional data
• python
• advanced analytics certificate
• NumPy arrays
• Pandas Series
• Data analyses course
• computing for data analysis Udacity
Ad Group 2(Awareness): Ads
Ad Group 2(Awareness):
keywords
Keyword List:

● big data software

● best data analytics tools
● best big data analytics tools
● big data tools list
● big data applications
● big data predictive analytics
● learn python for big data
● why big data
● big data analytics using python
● python data tutorial
● exploratory data analysis with python
● python pandas online
● numpy tutorial for beginners
● free course in data analysis
● certified data analyst certificate
● Data Analyses course with udacity
● Expert in Data Analyses
● free introduction of data analyses
● intro to data analyses
● udacity
Recommendations for
future campaigns
● Keywords must be more relevant to the course, and to make
long tail keywords to undefined our clients.

● My goal to achieve 0.2% conversion rate but because the

keyword was too general I didn’t succeed with my goal.

● This course was free course so the number of conversion was

unacceptable cause number of click was more than 20, so this
indicate to improve landing page.
Results:
Calculate the ROI
Creative Clicks Impressions CTR Avg CPC

Campaign
1,243 200,957 0.62% 0.36
Results

Conversion # New
Cost CPA ROI +/-
Rate Students

448.95 0.2% 2 224.5 149

Positive ROI: In this campaign 2 students registered,

and the profit of this campaign was 299 so that make the
ROI Positive.
How would you optimize this
campaign?
Provide at least three suggestions to improve this
campaign. (Answers might include things like: A/B
testing, different creative, changes to targeting)

Suggestion 1: Using different creative ads that

increase the chance for students to make the action
(increase conversion rate).

Suggestion 2: show offer that encourage students to

register to this course.

Suggestion 3: Adding brand keywords

Results: Calculate the ROI

Creative Clicks Impressions CTR Avg CPC

Campaign
409 67,833 0.6% 0.56
Results

Conversion # New
Cost CPA ROI +/-
Rate Students

231.99 0.2% 1 232 67

Positive ROI: In this campaign 1 students registered,

and the profit of this campaign was 299 so that make the
ROI Positive.
How would you optimize this
campaign?
Provide at least three suggestions to improve this
campaign. (Answers might include things like: A/B
testing, different creative, changes to targeting etc…)
Suggestion 1: Conduct A/B testing to find best
factors that increase the ROI
Suggestion 2: the audience of this campaign should
to modify because number of impression and click is
low
Suggestion 3: Using different headline in the landing
page to avoid repeating with description.
Results: Calculate the ROI

Creative Clicks Impressions CTR Avg CPC

Campaign
670 109,994 0.61% 0.35
Results

Conversion # New
Cost CPA ROI +/-
Rate Students

234.5 0.2% 1 234.5 64.5

Positive ROI: In this campaign 1 students registered,

and the profit of this campaign was 299 so that make the
ROI Positive.
How would you optimize this
campaign?
Provide at least three suggestions to improve this
campaign. (Answers might include things like: A/B
testing, different creative, adding or changes to
targeting, etc…)
Suggestion 1: Conduct A/B testing to find best
factors that increase the ROI
Suggestion 2: the audience of this campaign should
to modify because number of impression and click is
low
Suggestion 3: Using different keywords to increase
number of click
Which campaign performed
the best? Why?
The best performed campaign was the first campaign
because higher ROI, also number of clicks and
impression is higher than the other. That’s make the
first campaign get the best results.
Recommendations for
future campaigns
Definitely if I get additional budget I will suggest
to use it as the following:
● I would focus on ad groups affinity audience
for getting high range of targeting audience. I
believe the conversion rate and ROI will be
higher in this way.

● I would change the exiting ads by changing the

audience, and keywords and make creative
ads.
● I would like to do A/B testing for image and
video campaign to test better ads.
● Using attractive creatives will be make better
viewing of landing page, also I will not repeat
words so many times and I can use different
keywords for improving SEO and getting nice
ads
Marketing Objective & KPI
● Marketing Objective – 50 students
enroll to DMND courses.
● KPI – number of students enrolment.
 Target Persona

Background and Target Persona

Needs
Demographics Name
• Single
• Parents annual income
Fatimah Mansour • To get job after
is 200,000
graduate
• Eastern Province, • To get experience in
marketing before
Saudi Arabia
graduate
• 23 Years old • Improve skills
• Marketing Students at
IAU

Hobbies Goals Barriers

• Watching movies • Time to finish study • Budget

• play on Mobile • Got high score • Time
• Read stories • Earning high Salary • Manage for her
• watching social media weddign
• Enter best company in
Saudi Arabia
Email Series
Email 1: Get ready to work as a digital marketer!

Email 2: Digital marketing to stand for future career!

Email 3: Become a successful digital marketer with Udacity

program!
Creative Brief: Email 1
Overarching Theme: 3-5 Sentences

General • Get general knowledge about digital marketing.

• Learn how to market as professional.
• Learn some techniques in digital marketing.

Subject Line 1 Learn Digital Marketing Now

Subject Line 2 Get to know how to advertise .

Preview Text Learn best channels to growth your Business through an

online course with Udacity Intensive Course.

Body Digital Marketing is one of the most effective channels in every

business, lets learn the techniques through Udacity
nanodegree program and let be ready to the market.

The outcomes of this work are:

• General of digital marketing.
• SEO & SEM.
• Social Media marketing.
• Email marketing

Our expert team will review your project and give you advices, so
will get to know all techniques after graduate this course with
us!

Outro CTA Read more

Creative Brief: Email 2
Overarching Theme: 3-5 Sentences

General Learn:
• Create Facebook campaign.
• Create Email Campaign.
• Expert in SEO

Subject Line 1 Sign up with digital marketing nanodegree at Udacity

Subject Line 2 Online Course with Expert

Preview Text Discover marketing recourses, how Google, Facebook and

other are helping during these uncertain times

Body Don’t miss the opportunity to learn digital marketing with

Udacity nanodegree program.
Join us with special discount (30%) for Saudi national day.
Last day for registration is August 5, 2020.
You can find the outcomes of this course in this link.
https://dmnd.udacity.com

Outro CTA Learn More

Creative Brief: Email 3
Overarching Theme: 3-5 Sentences

General Udacity announce new DMND program on 30 July.

Learn to become a digital marketer.
Improve your skills on SEO, Social media, Content Strategy, SEM,
and Email marketing.

Subject Line 1 Become a Digital Marketer

Subject Line 2 Nanodegree Program

Preview Text Become a Digital Marketer by involve to this Online

nanodegree Program.

Body Learn digital marketing fundamental to build your business or

be a digital marketer in a company.

In this online course will learn the following:

• Content Strategy.
• SEO & SEM.
• Social Media marketing.
• Email marketing.

Gain the knowledge from expert in digital marketing and

practice real project and you will get review from our experts.

Outro CTA Start Now

 Calendar & Plan
Email Name Planning Testing Send Analyze
Phase Phase Phase Phase

Email 1 13 July 14 July 15July 16-17

July

Email 2 20 July 21 July 22 July 23-24

July

Email 3 27 July 28 July 29 July 30-31

July

Week One Week Two Week Three

M T W T F M T W T F M T W T F

Color Key Planning Testing Send Phase Analyze

Phase Phase
Draft Email
Subject: Become a Digital Marketer

Body: Learn digital marketing fundamental to build your business or be

a digital marketer in a company.

In this online course will learn the following:

• Content Strategy.
• SEO & SEM.
• Social Media marketing.
• Email marketing.

Gain the knowledge from expert in digital marketing and practice real
project and you will get review from our experts.

CTA: Start Now

Link for CTA: dmnd.udacity.com

Final Email
Results Email #1
After you have hit send on the first email of your
campaign, you can spend some time analyzing the
results.
1. Calculate the Open Rate

Results and Analysis

Opened
Sent Delivered Opened Bounced
Rate

2500 2250 495 22% 225

Results Continued Email
#1
Results can be monitored within the first 24 hours of
an email send, after a couple days or even after a
week.
1. Calculate the CTR and the Conversion Rate

Results and Analysis

Take
Clicked CTR Conversion Unsub
Action

180 8% 75 3.3% 30
Final Recommendations
Based on the work you did throughout this project, what would
you do for Emails #2 & 3.

● Doing A/B test because best way to analyze which best choice
is A/B test

● Make unsubscribe link available.

● Attractive subject with Great pictures in email.