My DMND Portfolio

1. Customer Journey
Based Marketing
Plan

Digital Marketing Nanodegree Program
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: DMND
Acquire 200 new students for the DMND Program by the
end of July 2019

Phases of the Customer
Journey

When+How+Where =
Marketing Tactics
Customer
Journey
Awareness Intent Desire Action
Post
Action
Message
- Describe the
product
- Describe what
it can do for
your target
persona
- Explain
Benefits of the
program
- Stand out
from
competitor
- Program
benefits
- Reason to
purchase
now
- Have a sale
(10%)
- Purchase
is easy to
make
- Provide
support if
questions
- Reinforce
benefits of
program
- Thank you
email
- Access of
resources
- User tips
- Email
reminders
Channel
- Write a blog
post
- Informative
landing page
- Social media
- Display and
video ads
- Search
Engine ads
- Social Media
advertising
- Search
Engine ads
- Social Media
ads and paid
ads
- Email
Marketing
- Video ads
- Email
- Social
Media
- Email
- Social Media

Awareness: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $6,000 $1.25 4,800 0.05% 2.4
AdWords
Search
$2,000 $1.40 1,428.58
0.05%
0.72
Display $1,000 $5.00 200
0.05%
0.10
Video $2,000 $3.50 258.72
0.05%
0.13
Total
Spend
$10,000
Total #
Visitors
6,687.30
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 $6,000 $0.50 12,000 0.1% 12
AdWords
Search
$2,000 $1.50 13,333.34
0.1%
1.34
Display $1,000 $3.00 333.34
0.1%
0.34
Video $2,000 $2.75
363.34 0.1%
0.37
Total
Spend
$10,000
Total #
Visitors
14,030.32
Number of
new
Students
14

Desire: Budget Allocation for Media
Channels
Planned
Spend
Cost Per
Click
Number
of Site
Visits
Average
Conversion
Rate
Total Sales
Facebook $16,000 $0.30 53,333.34 0.3% 160
AdWords
Search
$8,000
$1.50
5,333.34
0.3%
16
Display $3,000 $3.00 1,000
0.3%
3
Video $3,000 $2.75 1,090.91
0.3%
3
Total
Spend
$30,000
Total #
Visitors
Number of
new
Students
182

ROI: Budget Allocation for Media
Phase
Total
Spend
Total
Number of
Site Visits
Total
Number
of Sales
Profit
Per
Sale
Total Profit ROI
Aware-
ness
$10,000 6,687.30 3.35 $299 1,001.65 -8,998.35
Interest $10,000 14,030.32 14.05 $299 4,200.95 -5,799.05
Desire $30,000 60,757.59 182.28 $299 54,501.72 24,501.72
Total $50,000 82,330.91 199.68 $299 59,704.32 9,704.32

Additional Channels or
Recommendations:
- Running A/B test will help understand what when well and what is
to improve.
- Publish more content on more platforms.
- Time and scale operations: having strategic SMARTER goals for
each channel will increase ROI for a long term marketing plan.

Marketing Objective
Acquire 250 blog followers by the end of this quarter.

KPI
The KPI for Udacity’s marketing objective would be the
number of followers gained by the end of this quarter.

Target Persona
Background and
Demographics
Target Persona
Name
Needs
❏ Female, 26 Years Old
❏ Married, 2 kids
❏ Bachelor’s degree
❏ Working for 3 years
❏ Lives in USA
❏ HH Income $50k-
Ana Smith
❏ Improve current skills
❏ Get better at current job
❏ Achieve goals
Hobbies Goals Barriers
❏ Travel
❏ Exercices
❏ Creativity
❏ Marketing
❏ Current work growth
❏ Help to finance personal
project
❏ Lack of time
❏ Cost
❏ Lack of motivation
Google image

What is the theme and framework of
your blog post?
1. Select a theme for your blog post:
● Why have you decided to take the Digital Marketing
Nanodegree Program?
2. What is the framework of your blog post?
● SCQA also called the Pyramid Principle
Situation: She wants to improve her skills and get better at her job. It would also be
very beneficial for her personal projects like her blog. She heard about about Digital
Marketing and look online for a class.
Complication: She things that an online program is the best solution but she is
worried about the time consuming and her motivation.
Question: How is she going to manage her time and keep up with her time?
Answer: After talking with her husband about this opportunity, she decides to do it. Her
husband will help her to achieve her goals.

Write a blog post, with the theme
you’ve chosen from the options
above, in the space provided below.
Achieving your goals with the Digital Marketing Nanodegree program By Udacity.
After graduating, I found a job where I feel good and I am passionate about. It has been a year I work there and I
realized I want to improve my current skills at work and also for my personal projects like my blog. I have often
heard about Digital Marketing, it is trendy because everything is going (banking, health…) and it would be a huge
boost for my projects. Out of curiosity, I researched on the internet to take an online course. During my research, I
found the Digital Marketing Nanodegree program By Udacity. While reading their syllabus, I was immediately
hooked on what they offered and especially future opportunities. The Digital Marketing course last 3 months and it
is in collaboration with renowned companies like Facebook and Google.
Everything seemed to suit me, until I realized that it would take me a lot of time outside of work. I was afraid that
my job and my occupations at home would decrease my motivation. I gave myself a moment of reflection to know
how I could best organize my time and keep a constant motivation from the beginning to the end.
I talked about it with my husband who thought this course was a great opportunity and it could only be beneficial to
me. So we agreed that while I am studying, he will take care of our dog, the house and me. Knowing that he would
be supporting me was a relief.
So I started this 3 months adventure. I can already tell you that it is very interactive and rewarding. The course is
composed of videos, quizzes and projects with mentors to support you throughout. There is also a chat that allows
us to communicate with fellow students and mentors. I'm learning about Marketing Fundamentals as well as about
Social Media Marketing.
I am more motivated than ever because of this course’s dynamic and the support I get everyday. I look forward to
the upcoming session. I can not wait to apply what I learned and be a better version of myself.

Blog Post
Achieving your goals with the Digital
Marketing Nanodegree program by
Udacity.
After graduating in communication, I was
lucky to find a job where I felt good and
passionate about. It has now been a year I
work there, and I realized I wanted to
improve my current skills, not only for
work, but also for my personal projects
such as my blog.
Read more here: https://goo.gl/rgPHVt

Step 3
Craft Social Media
Posts

Summary
Facebook is where a have the biggest community. My friends and family are supportive and can
help liking or sharing (groups, pages, private messages) my content very easily to someone
that is interested into Digital Marketing.
Linkedin is where I have professional network. This is a good opportunity to share my article
because someone can be looking to a career move or adding skills.
Twitter like Facebook is a very powerful platform that share content to a very large
audience, that does not necessarily follows you, using hashtags.

Extra Credit: Post Online &
Share Your Results
Platform Traffic Likes Shares Comments Notes
Blog Medium 1 0 0 According to
medium’s statistics:
The article has 26
views and 13 reads.
Social
Platform
Facebook 6 0 0 Half of my
community is
French. This can
explain why my
numbers are low.
Social
Platform
Linkedin 1 0 0 According to
Linkedin’s statistics:
The article has 145
views
Social
Platform
Twitter 3 1 0 I have created a
new account and
added a few friends.
I am hoping
numbers will
increase.

What would you do differently based on your
results?
● I would search for others social media platforms that might
be more related to online programs and Digital Marketings.
● I am also thinking that a personal picture might be more
catchy than a generic picture.
● Resharing the original post to increase the views and hope
for more likes and comments.
● Expand my followers on Twitter to have a bigger impact.
What other topics might you feature on your blog
and in social?
Since it is my first time taking a marketing class, I will share my
entire experience at the end of this program.
Extra Credit: Analysis

Campaign Approach
I chose to work on the Digital Marketing Nanodegree (DMND) Program for my Facebook advertising
campaign.
- I will identify my target audience by gender, age, location and interest based on my target
persona.
1) Gender: Since my persona is 26, I decided to target 25-35 because people either graduated
already or are looking to learn new skills.
2) Location: My persona is located in the USA .
3) Interest: I will target people that are interested in Marketing, traveling and sports.
- The budget is $100
- The campaign schedule is one week.
The purpose of this campaign is to acquire 300 potential new customers by offering a free Ebook
on Social Media Advertising and have them aware of a Digital Marketing Nanodegree Program they
can enroll.

Target Persona
Background and
Demographics
Target Persona
Name
Needs
❏ Female, 26 Years Old
❏ Married, 2 kids
❏ Bachelor’s degree
❏ Working for 3 years
❏ Lives in USA
❏ HH Income $50k-
Ana Smith
❏ Improve current skills
❏ Get better at current job
❏ Achieve goals
Hobbies Goals Barriers
❏ Travel
❏ Exercices
❏ Creativity
❏ Marketing
❏ Current work growth
❏ Help to finance personal
project
❏ Lack of time
❏ Cost
❏ Lack of motivation
Google Image

Marketing Objective
What marketing objective did you aim to achieve
with your campaign?
Acquire 300 candidates for the DMND program by
downloading the free Ebook with a budget of $100 in a
one week frametime.

KPI
What primary KPI did you track in your campaign
and why?
● Number of Ebooks’ download in 5 days.

Campaign Summary
1. Who did you target with your Ad Set and how
(demographics, location, interest, behavior etc.)?
● Demographics: Women, between 25 and 35 years old.
● Location: USA
● Interests: Digital Marketing, Marketing, Business
2. What Ad Copy and Ad Creatives did you use?
● Ad Copy: “ Learn all about Digital Marketing with this online
course made in collaboration with top companies.”
● Ad Creatives “Free Social Media Advertising Guide.”
3. If you made any changes, please describe them.
I have made a mistake with my interests. It was the interests of
the target persona and chances were low to achieving results. I
have changed from travel and sports to Digital Marketing,
Marketing and Business.

Key Results
Present the most important metrics per ad
Campaign Results Reach Cost Amount
Spent
Ad One 0 5426 0 36.02
Ad Two 1 4798 $86.14 27.32
Ad Three 0 5082 0 36.66
Overall 1 15,306 $86.14 100

Campaign Evaluation
1. Evaluate the success of your campaign, given your
marketing objectives.
a. Which ad performed best?
Add two worked the best with an amount spend
of 27.32 for 4798 reach.
b. Was your campaign ROI positive? Please use this
equation to calculate ROI:
($15*1leads)/$100=0.15
The campaign Roi is negative because the
campaign did not pay back the investment,
bringing just 15% of the money spent. The ROI
will be positive when it is higher than 1.

Campaign Evaluation:
Recommendations
If you had additional budget, how would approach your
next campaign?
● I would run the campaign for one more week.
● Narrow my audience.
● Extend the target location.
● Have more attractive and personalized pictures for
the ads.

Appendix
Screenshots for
Reference

Campaign Results: Demographics

Marketing Objective & KPI
● Marketing Objective - Increase
organic traffic by 100% by the end of
the year 2019.
● KPI - Visitors from Udacity DMND
page.

Keywords
Head Keywords Tail Keywords
1 Digital Marketing Learn Digital Marketing
2 Udacity Nanodegree Best Online Degree
3 Udacity Digital Marketing Best Digital Marketing Online
class
4 Online Degree Learn Digital Marketing Online
5 Social Media Marketing Social Media Marketing Class

Keyword with the Greatest Potential
● Which Head Keyword has the greatest potential?
Udacity digital marketing
Difficulty: 38
Organic CTR: 90%
Priority: 57
● Which Tail Keyword has the greatest potential?
Learn digital marketing
Difficulty: 43
Organic CTR: 53%
Priority: 50

Technical Audit: Metadata
URL: https://dmnd.udacity.com/
Current
Title Tag
<title>Udacity Digital Marketing Nanodegree Program Website</title>
Meta-Description <meta name="description" content="" />
Alt-Tag features
<img
src="//v.fastcdn.co/t/beb60d38/d41f13af/1536606178-13834748-383x305-features-
02.png" style="margin-top: 0px;" alt="" />
medium <img
src="//v.fastcdn.co/t/beb60d38/d41f13af/1536606167-13815763-960x480-medium.
jpg" style="margin-top: 0px;" alt="" />
SOB-White <img
src="//v.fastcdn.co/t/beb60d38/d41f13af/1536606181-35155776-97x120-SOB-Whit
e.png" style="margin-top: 0px;" alt=""/>
logospartners <img
src="//v.fastcdn.co/t/beb60d38/d41f13af/1536606168-13720038-892x44-logospart
ners.png" style="margin-top: 0px;" alt="" />
image-digital-market <img
src="//v.fastcdn.co/t/beb60d38/d41f13af/1536606169-13814963-862x403-image-di
gital-market.png" style="margin-top: 0px;" alt=""/>
features1 <img
src="//v.fastcdn.co/t/beb60d38/d41f13af/1536606173-13815588-415x345-fe
atures1.png" style="margin-top: 0px;"alt=""/>

Revision
Title Tag <title>Become a Digital Marketer with a Udacity Nanodegree</title>
Meta-
Description
<meta name="Learn all about Digital Marketing with our online
course made in collaboration with top companies. Gain real-world
experience running live campaigns as you learn from top experts in
the field." content="" />
Alt-Tag features
<img
src="//v.fastcdn.co/t/beb60d38/d41f13af/1536606178-13834748-383x305-featur
es-02.png" style="margin-top: 0px;" alt="A laptop showing a video of the
course." />
medium <img
src="//v.fastcdn.co/t/beb60d38/d41f13af/1536606167-13815763-960x480-mediu
m.jpg" style="margin-top: 0px;" alt="Two people smiling talking holding a
tablet" />
SOB-White <img
src="//v.fastcdn.co/t/beb60d38/d41f13af/1536606181-35155776-97x120-SOB-Wh
ite.png" style="margin-top: 0px;" alt="Logo Udacity School of Business"/>
logospartners <img
src="//v.fastcdn.co/t/beb60d38/d41f13af/1536606168-13720038-892x44-logospa
rtners.png" style="margin-top: 0px;" alt="Partners Logo Facebook, Google,
Hubspot, Hootsuite, Mailchimp, Moz" />
image-digital-market <img
src="//v.fastcdn.co/t/beb60d38/d41f13af/1536606169-13814963-862x403-image-
digital-market.png" style="margin-top: 0px;" alt="Laptop showing Digital
Marketing Image"/>
features1 <img
src="//v.fastcdn.co/t/beb60d38/d41f13af/1536606173-13815588-415x345-featur
es1.png" style="margin-top: 0px;"alt="Teacher from Udacity with loading
symbol"/>

Suggested Blog Topics
● Learn digital marketing online - I chose this topic
because this is what I typed when I wanted to have
information about an online Digital Marketing Class. It
has also 3 important Keywords “learn”, “digital
marketing” and “online”. I think it will definitely attract a
lot of people.
● Best digital marketing online class - When someone is
looking at online classes but also looking to compare
classes. I think this is also how people search on Google
now.
● Social media marketing class - I think this is what
people think of Digital Marketing and that’s what they
might look for.

Technical Audit: Backlink Audit
Backlink
Domain
Authority
(DA)
1 t.umblr.com/redirect?z=https%3A%2F%2Fwww.udacity.com
%2Fcourse%2Fcs212&t=YmE0OTU4NDJhYzcyMmE5MmU
wNjE4Mzk5YzdjMDA5ZmY5OGEzZDE4YyxjTjJkNEV2Uw%
3D%3D&b=t%3AlskSFlPiqg-QCSMvgXnDeg&m=1
100
2 www.youtube.com/watch?v=-VPM6ICgCk8 100
3 www.reddit.com/r/AskReddit/comments/26e6g4/what_free_t
hings_on_the_internet_should_everyone/
98

Link-Building
Site Name Linkedin
Site URL www.linkedin.com
Organic Search Traffic 51.8M
Site Name The Verge
Site URL www.theverge.com
Site Name Hubspot
Site URL www.hubspot.com

Site Performance Audit: Performance
Tests

Page Index
Page index is important because it allows crawlers on your
page and helps you get better results in search.

Page Speed
Mobile
Desktop
The page speed is important because according to
google research, 53% of people abandon a site if it does
not load within 3 seconds.

Mobile-Friendly Evaluation
Mobile optimization is important because it ensures
that visitors who are accessing your site from mobile
devices have the best experience.

Recommendations
1) Indexing pages will help in increase page rank.
2) Making the page mobile friendly since more and
more people are doing research through their
phone.
3) Adding a Meta Description is very important
because it will help audience to know more about
the service and the product. It will also help
advertising and ranking on Google Search.
4) Adding Alt Tag description. Basically briefly
describing the image/video. It will help to be
display in a relevant search result.

Campaign Approach
Description, Marketing
Objective, and KPI

1. Approach Description
Country: India
Course: Technical Interview/Python
For my campaign, I created two ad groups, using keywords
that are directly related to Python, Interviews and Online
Certificate. I created two ads for each ad group (total of four
ads).
My keyword strategy was to focus on people who are
interested in learning Python and Technical Interview.
For these ads, I always kept in mine my target audience and
what they could look for in the search engine.

2. Marketing Objective &
KPI
What marketing objective do you aim to
achieve with your campaign?
Acquire 50 new students for the Data Structures &
Algorithms in Python by March 2nd 2019.
What primary KPI are you going to track in
your campaign?
The KPI for the marketing objective would be the
number of new Python course subscriptions by
March 2nd 2019.

Ad Group #1:
Ads & Keyword Lists
Keyword List:
Programming, programming class, python programming, python training,
learn python, coding for beginners, python for beginners, free python
training, how to learn python, free programming class, python coding class,
Data Structures, Python, best online training websites, python beginner,
python interview, Algorithms, learn python online, online python
certificate, Data Structures & Algorithms in Python, python certificate
programs, Python interview tips.

Ad Group #2:
Ads & Keyword List
Keyword List:
Data, python, developers, interview, sorting algorithms, python programming,
python developer, insertion sort, python certificate, python book, python job,
Data Structures, python interview, python interview questions, best python
certification, Traveling Salesman Problem, python technical interview,
Algorithms, python for developer, Data Structures & Algorithms in Python,
Knapsack Problem

Campaign Evaluation
Results, Analysis and
Recommendations

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.
Click
s
CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
Cost
Python
beginners
(Awareness
)
$3.00 6,957 399 5.74% $0.12 92.00 23.06% $0.51 $46.88
Python
Programm
ers
(Interest)
$3.00 6,314 366 5.80% $0.06 59.00 16.12% $0.36 $21.39
Total 13,271 765 5.76% $0.09 151.00 19.74% $0.45 $68.27

(Ads)
Present the results of your ads by completing the table
below.
Ad Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
Ad Group
1, Ad 1
299 5.61% $0.07 74.00 24.75% $0.27
Ad Group
1, Ad 2
259 7.13% $0.06 48.00 18.53% $0.34
Ad Group
2, Ad 1
107 3.99% $0.05 11.00 10.28% $0.46
Ad Group
2, Ad 2
100 6.15% $0.27 18.00 18.00% $1.48

(Keywords)
Present the three keywords you consider most
successful based on your marketing objective.
Keyword Clicks CTR
Avg.
Cost
per
Click
Conv. CR
Cost
per
Conv.
Data 166 5.98% $0.05 13.00 7.83% $0.59
Python 114 7.35% $0.08 21.00 18.42% $0.44
Programming 89 4.08% $0.09 21.00 23.60% $0.38

Campaign Evaluation
Evaluate how successful your campaign was, given what
your Marketing Objective has been.
○ Did your campaign result in a positive ROI?
ROI = [60*151]/68.27=132.7
ROI is positive.
○ Was the conversion rate higher or lower than
expected?
I was expecting 50 conversions and I got 151. The
conversion is high.
○ How much did you have to spend per click? How
close did you get to your max. CPC bid?
I spent $3.00 cost per click and got Max. CPC bid of
$0.09.

○ Which ad group, ads and keywords led to the highest
click through and conversion rates and why might that
have been the case?
The awareness ad “Python for beginners performed very well.
The reason why it performed well was the keywords included
in it, so that’s why this ad group led to the highest click
through and conversion rate.
○ Looking at the cost per click and the average position
of your ad groups, can you infer which kind of
keywords are subject to higher competition in
AdWords?
Looking at the cost per click and the average position of my
ad group, I observed that short keywords are subject to
higher competition in Adwords.
○ Which keywords performed best for you and why might
that have been the case?
Data, Python and programming. I think it performed well
because these are very popular keywords but also very
trendy around the world.

Recommendations for future
campaigns
Imagine you had additional budget, how would
you use it, given your campaign evaluation?
● I would do more research on keywords, especially long tail
keywords.
● I will also keep an eye on the keywords during the time ads are
running and make live changes.
● I would perform A/B tests. Iit is a good way to figure out which
change is working.
● I would make a few changes on the landing page. I would a short
catchy video, some pictures, some reviews from previous
students and syllabus.

Assumptions
Marketing Objective: You are running an advertising
campaign with the goal of signing up students for the
Digital Marketing Nanodegree
Cost: The cost of the degree is $999
Profit: For the purpose of this assignment, 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. We ran two
different advertising campaigns. One was a display
advertising campaign, one a video advertising campaign.

Formulas:
Conversion Assumption: 0.2% Conversion via Landing
page
Calculating #of Sign Ups: Clicks to the landing page
*0.002 = # of Student Sign Ups
Note: Please round to the nearest whole number
CPA: Cost of Campaign/# sign ups = CPA
Note: Please round to the nearest cent
ROI: [(299 Profit) - CPA] * # of Student Sign Ups = ROI

Part 1
Evaluate a Display
Image Campaign

Display Image Campaign:
Overall Results
Find below the overall results of the Display Image
Campaign targeting the Affinity Audience. The Affinity
Audience consisted of Business Professionals Social
Media Enthusiasts.

Results:
Calculate the ROI
Creative Clicks Impressions CTR Avg CPC
Campaign
Results
1,243 200,957 0.62% $0.36
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$448.95 0.2% 2 224.48 +$149.04

How would you optimize this
campaign?
Suggestion 1: Choose another image that reflects more
Digital Marketing. You can also choose multiple images
and compare which one has a better success.
Suggestion 2: The text should be more catchy and
specific.
Suggestion 3: Make the overall ad more focus on the
target persona. This ad is very broad.

Part 2
Evaluate a Display
Image Campaign

Site Targeting
Find below the overall results of the Display Image
Campaign targeting placements (site targeting). This
audience consists of the Digital Marketing partners’
landing pages.

Results: Calculate the ROI
Campaign
Results
407 67,833 .6% $0.57
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$231.99 0.2% 1 231.99 +$67

campaign?
Suggestion 1: I think the statement should be from a
student and not from an instructor. It should be more
personal. In this way, you can touch more people that
feel connected to the message.
Suggestion 2: The ad is not clear enough. Is it a class?
Is it a degree?
Suggestion 3: The overall is not catchy enough and
doesn’t grab attention. I would change the background,
the picture and have less text.

Part 3
Evaluate a Display
Image Campaign

Overall Results
Review below the overall results of the Display Image
Campaign targeting visitors to the Digital Marketing
Nanodegree Program landing page

Results: Calculate the ROI
1. Present the results of the overall campaign by
completing the table below.
2. What was the overall ROI of the campaign? Was it
Positive or Negative?
Campaign
Results
670 109,994 .61% $0.35
Cost
Conversion
Rate
# New
Students
CPA ROI +/-
$234.50 0.2% 1 234.50 +64.50

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: The Green square next to the picture is
kind of empty and make the reading of the ad harder
because the entire text is in only one area. I would
lighten the text, and have more space between texts.
Suggestion 2: I would run A/B test with different
images, colors, and text display.
Suggestion 3: I would move the “udacity logo”
somewhere else instead of having it on the picture of
the lady.

Part 4
Results, Analysis, and
Recommendations

Which campaign performed
the best? Why?
Considering the 3 campaigns below, state which one
had the best performance and why.
The campaign 1 performed the best because it achieved
a CTR of 0.62% with an avg CPC of $0.36, and a ROI of
+$149.04

Recommendations for
future campaigns
Imagine you had additional budget, given your campaign
evaluation, how would you use it?
● I would definitely recommend to be more specific by
focusing on Target Persona.
● Ads need to be more personal.
● I would run A/B test with different images, different
text and different target persona.

Part 1
Plan Your Email
Content

Marketing Objective & KPI
● Marketing Objective - Acquire 10
conversions within the first week of
the campaign.
● KPI - Number of new DMND students
within the first week of the campaign.

Part 2
Create an Email
Campaign

Email Series
Email 1: Become a Digital Marketer.
Email 2: Download your free Social Media
Advertising Guide.
Email 3: Enroll in our Digital Marketing
Nanodegree Program.

Creative Brief: Email 1
Overarching Theme: 3-5 Sentences
General This is intended to help drive the visual and written assets for
this campaign.
Subject Line 1 Get your free Ebook
Subject Line 2 Become a Digital Marketer
Preview Text Learn all about Digital Marketing!
Body With this online course made in collaboration with top companies,
you will have an understanding of the whole digital marketing
ecosystem. You’ll cover the full range of digital marketing
specialties, and build a broad foundation that will make you an
invaluable addition to any company seeking digital marketing
expertise
Outro CTA Download

this campaign.
Subject Line 1 Learn Digital Marketing
Subject Line 2 With Udacity DMND Program
Preview Text Enroll now to become a Digital Marketer
Body Learn how to target specific audiences, budget and schedule your
campaigns, and measure the success of your ads in a 360 approach!
Get a comprehensive overview of the leading social media
advertising platforms Facebook, Instagram, Twitter, Pinterest,
LinkedIn, and Snapchat.
Outro CTA Learn More

this campaign.
Subject Line 1 Digital Marketing Nanodegree
Preview Text Enroll now to learn all about Digital Marketing and become an
expert!
Body The DMND Nanodegree program offers the possibility to learn
everything from Social Media Marketing and Search Engine
Optimization, to Display Advertising, Email Marketing, Google
AdWords, and more.
Outro CTA Enroll now

Calendar & Plan
Email Name Planning
Phase
Testing
Phase
Send
Phase
Analyze
Phase
Email 1 MT WT F TW
Email 2 MT WT F TW
Email 3 MT WT F TW
Week One Week Two Week Three
M T W T F M T W T F M T W T F
Color Key Planning
Phase
Testing Send Phase Analyze
Phase
Sample

Draft Email
this campaign.
Subject Line 1 Get your free Ebook
Preview Text Learn all about Digital Marketing!
Body With this online course made in collaboration with top companies,
you will have an understanding of the whole digital marketing
ecosystem. You’ll cover the full range of digital marketing
specialties, and build a broad foundation that will make you an
invaluable addition to any company seeking digital marketing
expertise
Outro CTA Download

Part 4
Sending & Analyzing
Results

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
Sent Delivered Opened
Opened
Rate
Bounced
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
Clicked CTR
Take
Action
Conversion Unsub
180 8% 75 3% 30

Unsubscribers
In email, unsubscribe button is required
by the law.
You have to give this option to
subscribers in every message sent. At the
bottom of the email, you can provide a
link to unsubscribe.

Why A/B Test is important
- Helps understand which content
works best.
- Increase sales.
- Understand your audience.
- Improved content engagement.

Final Recommendations
- I could change colors and font.
- I could change the picture.
- I could add more interactivity like a
quote from a student, a graphic...

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