Ken-Wood-Digital-Marketing-Capstone-Final Document

Digital Marketing Certification – Capstone
Project
University of Illinois – Urbana/Champaign & Coursera
Prepared by Ken Wood
Founder/CEO, ROAR Marketing Concepts, LLC
July 2016

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Executive Summary ..................................................................................................... 3
Client Analysis - Grainger ............................................................................................. 4
Fig. 1 – Grainger Customer Breakout ................................................................................................................ 5
Client Analysis – Bosch ................................................................................................. 6
Fig. 2 - SWOT Analysis for Bosch ........................................................................................................................ 7
Problem Statement ...................................................................................................... 8
The Customer Decision Journey (CDJ) ........................................................................ 10
Fig. 3 – The Customer Decision Journey Diagram ..................................................................................... 10
Fig. 4 – Customer Decision Journey Mapping ............................................................................................. 12
Audience Discovery Questions and Recommended Analysis ...................................... 13
Fig. 5 – Audience Discovery Questions & Recommended Analysis ................................................... 14
Data Collection and Analysis ...................................................................................... 15
Fig. 6 - Types of Data Analysis ........................................................................................................................... 17
Channel Strategy - (Email and Display) ....................................................................... 20
Fig. 7 - Creating Customer Demand ................................................................................................................. 20
Fig. 8 - Marketing Strategy for Audience Category 1: New Customer .............................................. 20
Fig. 9 – Content Marketing Strategy for Audience Category 1: Existing Customer .................... 21
Fig. 10 – Content Marketing Strategy Flow Chart for Audience Category 2, Scenario 1 .......... 22
Fig. 13 - Channel Marketing Strategy for Audience Category 1: New Customer ......................... 24
Fig. 14 - Channel Marketing Strategy for Audience Category 1: Existing Customer .................. 25
Fig. 15 - Channel Marketing Strategy for Audience Category 2: Scenario 1 .................................. 26
Test and Control Plan ................................................................................................. 30
Fig. 18 – Four Pillars of Market Research ..................................................................................................... 30
Fig. 19 – Activity Mapping for Research Objective #1 ............................................................................ 32
Endnotes ................................................................................................................... 38

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Executive Summary

The work in this document represents the result of six weeks of effort expended to
complete the Capstone Project for the University of Illinois at Urbana/Champaign
Digital Marketing Specialization through Coursera. The project is designed to help
the student apply the principles he has learned in the previous five courses on
Marketing in a Digital World, Marketing Analytics in Theory/Practice, and Digital
Marketing Channels (Landscape and Planning).

Specifically, students enrolled in the Capstone will be working to help the client,
Grainger, create a digital marketing plan. The desired goal of Grainger’s multi-
channel digital marketing campaign to increase sales of Bosch power tools by 10%
on Grainger.com.

After completing this Capstone, the student will successfully be able to:1

• Apply the process of analyzing a client to setup a basis for a digital campaign.
• Map out the Consumer Decision Journey.
• Apply the Plan, Collect, Analyze, Report framework to focus the campaign.
• Create a content and channel strategy to support the campaign objectives.
• Identify a test and control plan for the strategy.
• Apply skills in presentation and data visualization to prepare a final campaign
strategy.

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Client Analysis - Grainger

Grainger’s provides significant value to its MRO customer base through an advanced
supply chain infrastructure and global distribution network. Their goal is to supply
the ‘right’ product at the ‘right’ time at the ‘right’ price. Grainger’s strategic
priorities, as stated in their “2016 Fact Book”2, are:

• Create value for different customers
• Ensure an effortless customer experience
• Reduce cost
• Help its employees grow and succeed
• Be responsible stewards within the business community

Additionally, Grainger stated in a recent press release that, due to changing
demographics and the need for comprehensive coverage, it planned to expand its
market presence in key metropolitan areas by adding branches, expanding the size
of certain existing branches and adding personnel.3

According to SimilarWeb.com4, Grainger’s web site (www.grainger.com) received a
total of 5.1M visits in May 2016. Average time spent on the site was 3:49 minutes.
Average number of page views was 4.71 and the bounce rate off of the site was close
to 40 percent.

Grainger is active on several social platforms that help drive traffic to their web site.
However, the traffic derived from these sources was only 0.45 percent of the total
for May 2016. The biggest contributors were Facebook, followed by YouTube,
LinkedIn, Reddit, and Twitter.

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In its 2016 Fact Book, Grainger breaks down its customer base by industry vertical
and by product category.5 Results are below:

Industry Vertical Product Category
Heavy Manufacturing 18% Safety & Security 19%
Commercial 14% Material Handling 12%
Other 14% Metalworking 11%
Government 13% Cleaning/Maintenance 9%
Light Manufacturing 11% Pumps/Plumbing/Test 8%
Contractor 10% Hand Tools 7%
Retail/Wholesale 6% Other 7%
Transportation 6% HVAC 6%
Natural Resources 4% Electrical 5%
Reseller 4% Lighting 5%
Fluid Power 3%
Power Tools 3%
Power Transmission 2%
Specialty Brands 2%
Motors 1%

Fig. 1 – Grainger Customer Breakout

Grainger also segments it customers into six major geographical regions, which are:
USA, Canada, Latin America, Japan, Asia, and Europe.

On page 2 of its 2016 Fact Book, Grainger management discusses the
changes/trends in their customer’s purchasing patterns, which must be continually
monitored and addressed.6 These trends include an increasing customer need for
real time information that only a digitally connected infrastructure can provide.
Moreover, Grainger realizes the increasing influence and demands of a growing
Millennial workforce that has “grown up” on technology and, as a result, naturally
expects their business partners to be technically proficient. A large majority of
Grainger’s customers are now purchasing on-line and have sophisticated inventory
management systems that require just-in-time deliveries.

According to Wikipedia, MRO involves the fixing of any sort of mechanical, plumbing
or electrical device should it become out of order or broken (known as repair,
unscheduled, or casualty maintenance). It also includes performing routine actions
that keep the device in working order (known as scheduled maintenance) or
prevent trouble from arising (preventive maintenance).7

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Grainger profiles the North American MRO market in their 2016 Fact Book.7 The
market is divided between the USA (large, medium, & small businesses) and Canada.
Of the estimated $130B MRO total market in the United States, Grainger commands
an approximately 5 to 6 percent share. Likewise, in Canada, Grainger enjoys an 8
percent share of a $11B total market.

According to the industrial distribution web site www.inddist.com, Grainger ranks
third out of the top 50 industrial distributors in terms of global revenue.8 The site
also provides a break down of the other major players/providers in the MRO space.
Client Analysis – Bosch

Bosch positions their power tool products as high-quality, heavy-duty tools that
meet the harsh and demanding requirements of the professional MRO market. As
mentioned in the Bosch Power Tool Branding YouTube video, builders choose Bosch
tools because of their ruggedness, reliability and ability to handle a fair amount of
“pressure” from the tool operator.8 Bosch leverages its “premium quality” image and
targets its messaging to professionals who need a continuous duty power tool that is
reliable. Bosch also makes mention of its cordless line of tools that incorporate the
latest advances in power consumption minimization and battery storage
technology. Implicit in Bosch’s branding is the concept of a premium product for
which MRO professionals are willing to pay a premium.

As implied in one of Bosch’s Power Tool Branding YouTube video, Bosch’s primary
customer is the MRO construction worker who uses power tools as a part of their
daily job.9 This group demands high quality and ruggedness from a power tool that
is also able to take a little “abuse”. Bosch’s secondary audience is the construction
manager/foreman who manages those workers who use power tools at their site.
Messaging to this secondary group focuses on the quality and reliability aspects of
Bosch power tools (i.e., mean time to repair/replace the tool is much longer than
competing brands), which minimizes the total cost of ownership of the tool.

Both primary and secondary customers tend to increasingly leverage Bosch’s on-
line presence to further interact with the brand. Of particular interest to both
groups is Bosch’s power tool selection guide segmented by industry trade and
application that is available on their web site.10

The Mining.com web site posted an article on Bosch’s new North American Power
Tool web site launch.11 The article discusses how Bosch recognizes the move by
consumers and professionals to smartphones and tablets over desktop computers
and, in response to this trend, has revamped its website, debuting a more
responsive, mobile-friendly design along with a series of upgraded features.

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SWOT Analysis for Bosch can be found on WikiWealth.com.12

Fig. 2 - SWOT Analysis for Bosch

In answering these questions, we have assumed that the Bosch brand attributes
associated with product innovation, quality and reliability extend beyond power
tools and apply to all products and services under the Bosch “umbrella”.

According to SimilarWeb.com, the Bosch Power Tools web site
(www.boschtools.com ) received a total of 305K visits in May 2016.13 Average time
spent on the site was 3:23 minutes. Average number of page views was 3.76 and the
bounce rate off of the site was close to 44 percent.

Bosch is active on several social platforms that help drive traffic to their web site.
However, the traffic derived from these sources was only 0.38 percent of the total
for May 2016. The biggest contributors were Facebook, followed by YouTube,
Facebook and Twitter.

Strengths
Strong Supply Chain
Infrastructure
Unique Products
Technology
Brand Name
Recognition
Weaknesses

Costly solution for
inefnicient worknlows
Lack of Scale
High Cost Structure
Opportunities
Ability to Innovate
New Technology
New & Emerging
Markets
International Expansion
Digital Marketing/
Messaging
Threats
Soft economy
Many competitors
Government regulations
Availability of substitute
products

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Problem Statement

The purpose of this capstone project is to design a multi-channel digital marketing
campaign for the client, Grainger, as they target a sales increase of Bosch Power
Tools by 10% on Grainger.com. The client wants the campaigns to focus on display
advertising and email for this project.

Grainger is a firm that supplies MRO (Maintenance, Repair, and Operation)
products. They provide anything that a firm may need which may not become part
of the final product. The supplies can be procured through Grainger.com, from 370
branches across the USA, or over the phone. They are a business-to-business (B2B)
company and have a global footprint with many subsidiaries in different countries
across the globe. Even though Grainger is a B2B firm, it is actually very similar to a
B2C firm, where they market to the end consumer as well. Traditionally, Grainger
would have done marketing campaigns by itself over various platforms such as
search ads, displays, social, etc. Recently, they have started looking at partnering
with their big suppliers to conduct joint promotional campaigns. Bosch Tools is one
such supplier. Bosch Tools, a unit of Bosch, supplies power tools to Grainger, and
Grainger is one of the main B2B resellers of Bosch. Bosch Tools has several other
B2C online partners and a few B2B partners as well.

Grainger and Bosch Tools are partnering together to explore ways to increase sales
of power tools. They would like to increase sales by 10% by working more closely to
sell more products to existing customers, find new customers, and sell across
product categories as well. Boschtools.com is itself a consumer-facing website and
has data on customer behavior, and Bosch is sharing this data with Grainger.

In this Capstone, our task will be to present a campaign to the Grainger Digital
Marketing team on how to increase the awareness and sale of Bosch power tools by
10% on Grainger.com. We will target the current and potential customers by
focusing on display and email channels. Display advertising could be through
Grainger.com or through programmatic display ad purchases. The email database is
owned by Grainger and has users interested in the category of power tools.

The final output will be a digital campaign strategy document that helps answer the
following prompts.

Question 1: How can Grainger increase sales of Bosch Tools power tools on
Grainger.com to customers who first visit Boschtools.com? We will consider the
scenarios listed below.

Scenario 1: Audiences that visit Boschtools.com, look at a power tool (for example a
drill), but do not visit Grainger.com

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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
Grainger.com, log in to Grainger.com, and visit the plumbing category but not power
tools

Question 2: How can Grainger cross-sell/up-sell more Bosch products from
categories beyond power tools to its existing customers? We will make the
assumption that these existing customers have already bought Bosch brand tools on
Grainger.com.

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The Customer Decision Journey (CDJ)

Fig. 3 – The Customer Decision Journey Diagram14

Grainger.com to customers who first visit Boschtools.com?

Scenario 1: Audiences that visit Boschtools.com, look at a power tool (for example a
drill), but do not visit Grainger.com

Build Awareness15

• Primary question: Do consumers recall and recognize my brand?
• CDJ: Initial consideration set


Influence Consideration16

• Primary question: “Do the products I offer satisfy consumer’s needs?”
• CDJ: Active Evaluation

11
tools

Improve Sales Process17

• Primary question: Do my sales efforts result in wins for my brand? Am I winning at
shelf? Cart abandonment?
• CDJ: Moment of Purchase

categories beyond power tools to its existing customers?

Grow Loyalty18

• Do consumers advocate for my brand?
• CDJ: Loyalty Loop

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Question 1:

How can Grainger
increase sales of Bosch
Tools power tools on
Grainger.com to
customers who first visit
Boschtools.com?

Business
Objective

Customer Decision
Journey (CDJ) Mapping

Recommended Analysis19

Scenario 1:

Audiences that visit
Boschtools.com, look at a
power tool (for example a
drill), but do not visit
Grainger.com

Build Awareness

Primary Question: “Do
customers recall and
recognize my brand”

Initial consideration set

1. “Why is the Scenario 1
audience not visiting
Grainger.com?”

2. “Are there aspects of
Bosch’s web site that
discourage subsequent
visits to Grainger’s site?”

Competitive Intelligence

1. Use “Compete” tool to answer: “Where are
audiences going after visiting
boschtools.com?”

2. Use Adwords Keyword tool to answer:
“What causes audiences to visit competitor
sites after visiting boschtools.com”?

Scenario 2:

power tool, and then visit
Grainger.com, log in to
Grainger.com, and visit
the power tools category

Influence
Consideration

the products I offer
satisfy customer needs?”

Active evaluation

“What influencers should be
installed on the Bosch and
Grainger web sites to get the
Scenario 2 audience to
explore Bosch power tools?”

Experimentation/Testing

1. Analyze grainger.com web traffic data to
see where audiences are visiting within the
power tools category.

2. Perform A/B testing using Google Website
Analyzer to determine what content will
influence audiences to look at Bosch power
tools on grainger.com

Scenario 3:

Grainger.com, and visit
the plumbing category but
not power tools

Improve Sales Process

Primary Question – “Do
my sales efforts result
in wins for my brand?
Am I winning at shelf?”

Moment of Purchase

“Why is the Scenario 3
audience not visiting the
power tools section of the
Grainger web site?”

Outcomes analysis

1. Use Mongoose Metrics or Google Analytics
to determine percentage of audience that
does not convert under Scenario 3.

2. Perform A/B testing using Google Website
Analyzer to determine optimal influencers
to get Scenario 3 audience visitors to visit
Bosch power tools section on
Grainger.com.

Question 2:
How can Grainger cross-
sell/up-sell more Bosch
products from categories
beyond power tools to its
existing customers?

Grow Loyalty

consumers advocate for
my brand?”

Loyalty Loop

“What makes loyal customers
for Bosch products through
the Grainger web site?”

Voice of customer (brand advocacy)

1. Use on-line survey providers such as 4Q By
iPerceptions or Kissinsights to understand
why customers chose the Bosch Brand.

Fig. 4 – Customer Decision Journey Mapping

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Audience Discovery Questions and Recommended Analysis

Grainger.com to customers who first visit Boschtools.com?

Scenario 1: Audiences that visit Boschtools.com, look at a power tool, but do not
visit Grainger.com.

Build Awareness20

• Primary question: Do consumers recall and recognize my brand?
• Analysis: Competitive intelligence


Influence Consideration21

• Primary question: “Do the products I offer satisfy consumer’s needs?”
• Analysis: Experimentation/Testing

tools

Improve Sales Process22

• Primary question: Do my sales efforts result in wins for my brand? Am I winning at
shelf? Cart abandonment?
• Analysis: Outcomes analysis

categories beyond power tools to its existing customers?

Grow Loyalty23

• Do consumers advocate for my brand?
• Analysis: Voice of customer (brand advocacy)

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Question 1:

How can Grainger increase
sales of Bosch Tools power
tools on Grainger.com to
customers who first visit
Boschtools.com?

Business
Objective

Key Questions
About Audience
Behavior

Recommended Analysis24

Scenario 1:

power tool (for example a
drill), but do not visit
Grainger.com

Build Awareness

customers recall and
recognize my brand”


“Where are audiences going after
visiting boschtools.com?

Boschtools.com web site traffic
data à“Compete” tool


“What causes audiences to visit
competitor sites after visiting
boschtools.com”?

Boschtool.com web site traffic data
à Adwords Keyword tool

Scenario 2:

Grainger.com, and visit the
power tools category

Influence
Consideration

the products I offer
satisfy customer needs?”


“What are audiences looking at within
the power tools category?

Use Google Analytics to analyze
grainger.com web traffic data


“What content will influence audiences
to look at Bosch power tools on
grainger.com?”

Perform A/B testing using Google
Website Analyzer

Scenario 3:

Grainger.com, and visit the
plumbing category but not
power tools

Improve Sales Process

my sales efforts result
in wins for my brand?
Am I winning at shelf?”

Outcomes Analysis

“What is the percentage of audience
that does not convert under Scenario
3?”

Use Mongoose Metrics or Google
Analytics on web site data for
Grainger.com.

Outcomes Analysis

“What are the optimal influencers to
induce Scenario 3 audience visitors to
visit Bosch power tools section on
Grainger.com?”

Perform A/B testing using Google
Website Analyzer

Question 2:

How can Grainger cross-
sell/up-sell more Bosch
products from categories
beyond power tools to its
existing customers?

Grow Loyalty -

consumers advocate for
my brand?”

Voice of customer (brand advocacy)

“Why do Grainger customers choose
the Bosch brand?”

Use on-line survey providers such as
4Q By iPerceptions or Kissinsights
Fig. 5 – Audience Discovery Questions & Recommended Analysis

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Data Collection and Analysis

Question 1 – Scenario 1

Our goal is to “Build Awareness” for the Grainger brand and we will perform a set
of analyses that will point to key insights in competitive intelligence.25 According to
Avinash Kaushik, the goal of obtaining competitive intelligence26 is to:

1. Get context to Grainger’s own performance vis-a-vis its competitors (the
ones they know about and the ones they don't)
2. Analyze ecosystem trends, opportunities, failures, impact of your marketing
spend, emerging customer preferences and changes, etc.

The data sets we will collect will include grainger.com web traffic data reports and
outputs from various tools used to measure traffic to and from boschtools.com and
grainger.com. Key Performance Indicators (KPIs) we will measure include:

A. Frequency of Scenario 1 audience visits to Grainger.com à Analyze sites
visited by audiences before and after visiting boschtools.com and
grainger.com (including frequency) using the “Compete” tool.
B. Scenario 1 audience site visits after visiting boschtools.com à Deploy the
Adwords Keyword tool on boschtools.com web traffic data to measure the
effect of this influencer.
C. Establish metrics for Bounce Rate, Applause Rate, and Amplification Rate for
grainger.com using Google Analytics and Google Correlate27.
There may be some sampling bias associated with the web traffic data being
analyzed by the Compete tool for KPI #1.28 To eliminate this effect (including the
possibility of seasonality), we will ensure that we have, at a minimum, one year’s
worth of data to analyze.


In this scenario, our goal is to “Influence Consideration” for Grainger as a supplier
of Bosch power tools and we will perform a set of experiments and tests to
determine what influencers should be installed on the Bosch and Grainger web
sites.29 The results should enable us to induce the Scenario 2 audience to explore
Bosch power tools on the Grainger site.

Key Performance Indicators (KPIs) we will measure include30:

A. Analyze grainger.com web traffic data to see where audiences are visiting
within the power tools category. Develop a KPI that measures the frequency

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and amount of time spent by audiences on the Bosch power tool section of
the site.
B. Perform A/B testing using Google Website Analyzer to determine what
content will influence audiences to look at Bosch power tools on
grainger.com.

analyzed to measure both KPIs.31 To eliminate this effect (including the possibility
of seasonality), we will ensure that we have, at a minimum, one year’s worth of data
to analyze.


In this scenario our goal is to “Improve the Sales Process” on grainger.com by
inducing Scenario 3 audiences to visit the power tools section (including Bosch)
once they arrive.32 We will perform an outcomes analysis to determine why
Scenario 3 audiences do not immediately visit the power tools section of
grainger.com.33

The data sets collected will include web traffic data reports and outputs from
various tools used to measure traffic to and from boschtools.com and grainger.com.
Key Performance Indicators (KPIs) we will measure include:34

A. Mongoose Metrics or Google Analytics to determine percentage of audience
that does not convert under Scenario 3.
B. Perform A/B testing using Google Website Analyzer to determine what
content will influence audiences to look at Bosch power tools on
grainger.com.

analyzed to measure both KPIs.35 To eliminate this effect (including the possibility
of seasonality), we will ensure that we have, at a minimum, one year’s worth of data
to analyze.

Question 2

Our goal here is to “Grow Loyalty” for the Grainger brand and we will perform a
VOC: Brand Advocacy analysis to determine what creates loyal customers for Bosch
products through grainger.com.36

We will deploy on-line survey providers such as 4Q By iPerceptions or Kissinsights
to understand why customers chose the Bosch Brand37. The data collected, along
with established metrics for Bounce Rate, Applause Rate, and Amplification Rate for
grainger.com using Google Analytics and Google Correlate, will enable us to obtain a
good understanding as to why audiences are loyal to the Bosch brand.38

17
There may be some questionnaire bias associated with the survey questions we
pose to our audience.39 To eliminate this effect, we will ensure that we have, at a
minimum, a 15 percent response rate to the survey.

Fig. 6 - Types of Data Analysis40


Our goal is to “Build Awareness” for the Grainger brand and we will perform a set
of analyses that will point to key insights in competitive intelligence.41 Fig. 1
instructs us to perform a descriptive analysis.

Based on the KPIs put forth for this scenario, the following benchmarks should be
put in place:

• Increase Scenario 1 audience visits to Grainger.com from boschtools.com by
30 percent
• Lower Bounce Rate off of grainger.com by 10 percent

The overall goal of the analysis is to understand where the Scenario 1 audience is
going after visiting boschtools.com and determine what influencers need to be in
place to induce them to subsequently visit grainger.com.

18

Our goal is to “Influence Consideration” for Grainger as a supplier of Bosch power
tools and we will perform a set of experiments and tests to determine what
influencers should be installed on the Bosch and Grainger web sites.42 Fig. 1 above
prescribes a causal analysis.

put in place:

• Increase Scenario 2 audience time spent visiting Bosch power tool section of
grainger.com by 30 percent
• Increase traffic from other portions of the grainger.com power tools section
to Bosch product offerings by 50 percent.

The overall goal of the analysis is to understand what inducers will cause the
Scenario 2 audience is actively seek out the Bosch power tools page on grainger.com
and spend more time there.


Our goal is to “Improve the Sales Process” on grainger.com by inducing Scenario 3
audiences to visit the power tools section (including Bosch) once they arrive43. We
will perform an outcomes analysis to determine why Scenario 3 audiences do not
immediately visit the power tools section of grainger.com.44 Fig. 1 prescribes an
exploratory analysis.

put in place:

• Decrease non-converting audience under Scenario 3 by 20 percent.
• Increase traffic from other portions of the grainger.com to power tools
section and then to Bosch section by 30 percent.

The goal of the analysis is to understand what inducers cause the Scenario 3
audience to actively seek out the Bosch power tools page on grainger.com, spend
more time there, and purchase a Bosch power tool.

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Question 2

Our goal here is to “Grow Loyalty” for the Grainger brand and we will perform a
VOC: Brand Advocacy analysis to determine what creates loyal customers for Bosch
products through grainger.com.45 Fig. 1 prescribes an inferential analysis.

put in place:

• Obtain a 15 percent minimum response rate to loyalty surveys.
• Increase Amplification Rate and Applause Rate by 25%

The overall goal of the analysis is to understand what factors will cause audiences
loyal to the Bosch brand to actively advocate for it.

20
Channel Strategy - (Email and Display)

Audience Category 1: Users landing on Grainger.com directly

New customers: Many new customers visit Grainger.com on a daily basis. Grainger
wants to target these new customers and increase the sales of Bosch power tools on
Grainger.com.

Fig. 7 - Creating Customer Demand

According to the assigned text, the main objectives of online advertising are to
increase sales, improve brand awareness and raise share of voice in the
marketplace.46 Moreover, creating customer demand is a three-step process:
inform, persuade and remind.47 Online advertising takes advantage of the emotive
qualities of images, videos and animations.48

With these principles in mind, the first goal of our display advertising campaign
should be to inform new Grainger customers that Grainger is a viable and credible
supplier of Bosch professional power tools.

Fig. 8 - Marketing Strategy for Audience Category 1: New Customer

One way that Grainger could do this is to request that new customers take a brief
survey to provide their contact information (name, e-mail address) and disclose
their interests in various product categories in order to better navigate the
grainger.com site. Customers would provide this information in exchange for value
such as a discount coupon (supplied via e-mail) or some other offer. After
Inform Persuade Remind
New customer
visit to Grainger
site
Establish online
account
Complete
preference
survey
Follow prompts
to persoanalized
landing page
Receive targeted
e-mails from
Grainger

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completing the survey, Grainger could have a banner advertisement that, when
clicked on, would take the customer directly to the Bosch power tool section.
Grainger’s goal at this juncture is to simply inform the customer about Bosch power
tools and to prominently display information about the products.

Another strategy would be for new customers to establish an online account with
Grainger where the customer provides their contact information and preferences.
Additionally, customers would be encouraged to log in to their account each time
they visit grainger.com so that Grainger can track their traffic on the site and
provide targeted display advertisements and e-mails based on their on-line
preferences.

Those new customers who indicate an interest in power tools would be selected as
recipients of a targeted e-mail campaign that persuades and reminds them to
consider Bosch power tools on Grainger’s web site. These e-mails would alert
recipients to an upcoming promotion, sale, or webinar that features a particular
Bosch power tool or discusses an end-user application for Bosch’s products.


• Current customers: Grainger wants to cross-sell or up-sell different categories
of Bosch brand products to customers who have purchased Bosch power tools
on Grainger.com.
•

Fig. 9 – Content Marketing Strategy for Audience Category 1: Existing Customer

Existing Bosch/Grainger customers would most likely have an online account with
Grainger and, once they’ve logged in, grainger.com could take them to a landing
page that features Bosch power tools and focuses on a particular selling feature that
would be of interest to the customer. For example, customers who have previously
purchased a cordless Bosch tool may be interested in other tools that use the same
battery. This tactic would be a great way for Grainger to cross-sell customers to
other Bosch product categories.

Existing
customer visit to
Grainger site
Sign in to online
account
Follow prompts
to personalized
landing page
Receive targeted
e-mails from
Grainger

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Audience Category 2: Users landing on Boschtools.com first

• Scenario 1: Audiences that visit Boschtools.com, look at a power tool (for
example a drill), but do not visit Grainger.com

Fig. 10 – Content Marketing Strategy Flow Chart for Audience Category 2,
Scenario 1

When this audience is about to leave boschtools.com, a pop-up advertisement could
be deployed that asks the customer if they would like to view the Bosch tool section
of grainger.com. If the customer replies ‘no’ to being redirected to grainger.com,
then Grainger could send a targeted e-mail to the customer containing a coupon, a
link to an upcoming webinar, or some other value that encourages the customer to
visit grainger.com.

• Scenario 2: Audiences that visit Boschtools.com, look at a power tool, and then
visit Grainger.com, login to Grainger.com, and visit the power tools category.

Scenario 2

For all customers who visit boschtools.com prior to visiting Grainger’s power tool
section, Grainger could deploy display advertising on the customer-landing page
that offers a coupon or special promotion for Bosch tools and directs them to the
Bosch tools section of grainger.com. In conjunction, Grainger could send these
customers a targeted e-mail that also communicates the special promotion details.
Customer
leaves for
another site
(not Grainger)
Bosch
Website
Offer to direct
to Grainger
web site?
Pop up
window
appears
• New
customer
reception
• Existing
customer
reception
Grainger
Website
• Promotions/
coupons
• Upcoming
webinars
Targeted
e-mail
campaign
Customer
proceeds to
Grainger web
site
Bosch
web site
Display
advertising
for Bosch tool
promotion
Grainger
power
tools
• Promotion
Details
• Targeted e-
mail
Bosch
Tools page
• Promotions/
coupons
• Upcoming
webinars
Targeted
e-mail
campaign

23

visit Grainger.com, login to Grainger.com, and visit the plumbing category but
not power tools.

Scenario 3

For all customers who visit boschtools.com prior to visiting grainger.com, Grainger
could deploy display advertising on the customer-landing page that offers a coupon
or special promotion for Bosch tools and directs them to the Bosch tools section of
grainger.com. In conjunction, Grainger could send these customers a targeted e-
mail that also communicates the special promotion details.

Customer
proceeds to
Grainger web
site
Bosch
web site
Display
advertising for
Bosch tool
promotion
Grainger
plumbing
• Promotion
Details
• Targeted e-
mail
Bosch
Tools
page
• Promotions/
coupons
• Upcoming
webinars
Targeted
e-mail
campaign

24

New customers: Many new customers visit Grainger.com on a daily basis. Grainger
wants to target these new customers and increase the sales of Bosch power tools on
Grainger.com.

Based on the marketing strategy illustrated in Fig. 8, the content display strategy for
this scenario could be as follows:

Fig. 13 - Channel Marketing Strategy for Audience Category 1: New Customer

New customer to Grainger.com
• Establish online account
• Determine customer interest in power tools
• Direct customer to Bosch power tools section
Bosch Power Tools section on Grainger.com
• inform new customers that Grainger is a viable and credible supplier of Bosch
professional power tools.
• Emphasize long-standing relationship between Grainger and Bosch
• Discuss how Bosch power tools are uniquely designed for MRO vertical
• Provide special promotion details, availability of coupon
Targeted e-mails from Grainger (from online account contact info)
• Persuade and remind customers to consider Bosch power tools on Grainger’s web
site --> Co-brand Bosch & Grainger
• Webinar that discussses MRO end-user application that uses Bosch tool
• Links to specinic product info on boschtools.com and grainger.com

25

• Current customers: Grainger wants to cross-sell or up-sell different categories
of Bosch brand products to customers who have purchased Bosch power tools
on Grainger.com.

Based on the marketing strategy illustrated in Fig. 9, the content display strategy
could be as follows:

Fig. 14 - Channel Marketing Strategy for Audience Category 1: Existing Customer

Existing customer visits Grainger.com
• Sign in to online account
• Landing page include click through ads to preferreo product categories
• Have a display ad that linkeds to Bosch power tools section
• inform existing customers that Grainger is a viable and credible supplier of Bosch
• Provide customer's Bosch power tool purchasing history

26
Audience Category 2: Users landing on Boschtools.com first

• Scenario 1: Audiences that visit Boschtools.com, look at a power tool (for
example a drill), but do not visit Grainger.com

Based on the marketing strategy flow chart illustrated in Fig. 10, the content display
strategy could be as follows:

Fig. 15 - Channel Marketing Strategy for Audience Category 2: Scenario 1

Customer visits boschtools..com
• Gets information about a particular power tool
• Upon leaving site, pop-up appears that offers redirect to grainger.com
• Have a display ad that links to Bosch power tools section
• Provide customer's Bosch power tool purchasing history (if applicable)

27
visit Grainger.com, login to Grainger.com, and visit the power tools category.



Power Tools Section on Grainger.com
• Presents all brands of power tools, including Bosch
• Display advertisement to redirect to Bosch power tools section
• inform existing customers that Grainger is a viable and credible supplier of Bosch professional
power tools.
• Persuade and remind customers to consider Bosch power tools on Grainger’s web site --> Co-
brand Bosch & Grainger

28
visit Grainger.com, login to Grainger.com, and visit the plumbing category but
not power tools.



Some general comments regarding the content marketing strategy:

• Bosch/Grainger co-branding – both Bosch and Grainger need to convince
customers there is a strong relationship between the two companies. Grainger
needs to build up Bosch as a world-class supplier of power tools and Bosch
needs to build up Grainger as a world-class supplier of MRO products.

Plumbing Section on Grainger.com
• Presents Grainger's selection of plumbing supplies
• Display advertisement to redirect to Bosch power tools section
site

29
• Value must be given to the customer in exchange for a desired behavior or action

o Customer-provided value to marketer
§ Contact information
§ Preferences survey results
§ Willingness to be redirected while online
o Marketer-provided value to customer
§ Promotions
§ Coupons
§ Product information
§ Webinars

30
Test and Control Plan

From the ‘eMarketing’ text, the four pillars of market research are:49

Fig. 18 – Four Pillars of Market Research

Based on the audience scenarios being considered for our content marketing
strategy, we have formed three objectives for our research:

1. What business ‘pains’ does a professional power tool manufacturer like
Bosch address for the maintenance, repair, and operations (MRO) market?
How should Bosch and Grainger go about communicating to their target
audience their ability to meet those ‘pains’?

This objective dives into understanding what factors would influence customers
who start on either Boschtools.com web site or the Grainger.com web site (both new
and existing customers) to proceed to the Bosch power tools section of the Grainger
site.

Market
Research
Research
Methodology
Qualitative /
Quantitative
Data
Sampling
Primary /
Secondary
Research

31
2. What is Grainger’s unique value proposition to the MRO market as a supplier
of (Bosch) power tools? What unique content should Grainger deploy on its
web site to promote the value of Bosch power tools and influence customers
to purchase?

This objective investigates which factors would influence (a) customers who start
on Boschtools.com web site to proceed to the ‘Power Tools’ section of the
Grainger.com web site and (b) customers on the Grainger.com web site who are in
the ‘Plumbing’ or ‘Power Tools’ section to proceed to the Bosch power tools section
of the Grainger site.

3. What type of targeted e-mail content is most impactful for Bosch/Grainger in
order to get potential customers to convert and purchase a Bosch power tool
through Grainger? What type of information do prospective power tool
buyers want before they make a purchasing decision?

This objective will provide understanding as to what elements of a targeted e-mail
campaign (content, frequency, links, etc.) pursued by either Bosch or Grainger (or
both Bosch and Grainger) for all five of the scenarios presented in Module 4.

32

Fig. 19 – Activity Mapping for Research Objective #1

Scenarios Covered
by Research
Objective #1

Visit Grainger.com
nirst / New
customer
Visit Grainger.com
nirst / Existing
customer
Visit
Boschtools.com
nirst / Do not visit
Grainger.com next
Research Objective 1:
"How do Bosch power tools address the 'pains' of MRO
market?"
Primary Research

Qualitative
Data
Focus Group
Session with
Bosch Tool
users in MRO
Market - Google
Hangout
Interview 20-25
participants
that have
experience with
Bosch's entire
power tool
offerings
Craft MRO
customer
testimonials to
display on
Bosch and
Grainger web
sites

Quantitative
Data
Listen to social
media trafnic
using keywords
"MRO+power
+tools" using
Socialbakers or
Technorati
Bosch to develop
MRO subject
matter expert
(SME) social
media strategy
based on
observed results
Bosch to engage
in online
discussion as
MRO SME
Secondary Research

Qualitative Data
Online research -
What attributes do
MRO customers
seek in
professional grade
power tools?
Google search of
MRO industry web
sites, trade
journals,
publications, etc.
Develop "how to"
webinars for MRO
applications using
Bosch tools
Review MRO
deninition /info on
US Government
General Services
Administration
web site 51
Integrate key
points into
messaging to
MRO market

Create custom
landing pages for
MRO power tool
customers on
Bosch & Grainger
web sites

Quantitative Data
Analyze sales data of
Bosch power tools
through:
Grainger.com =
identinied MRO
customers ,
what Bosch
power tools
did they buy?
Create online
sales
promotions for
most popular
Bosch tools
Other sales
channels =
unidentinied
MRO customers,
what Bosch
power tools did
they buy?
Create online
sales
promotions for
most popular
Bosch tools

33
General comments regarding Research Objective #1:

• The results achieved in Research Objective #1 will be implemented in a series of
landing pages and display advertisements on both the Bosch and Grainger web
sites that influence audiences to select Bosch as their power tool supplier of
choice through Grainger.

• Grainger will measure cost-per-click (CPC) and cost-per-acquisition (CPA) for
banner ads displayed on the Bosch power tools site.

• It will be important for Bosch to actively engage the MRO audience through
social media channels to establish itself as a subject matter expert on its ability
to meet the needs of the market from a power tool perspective.

34


Scenarios
Covered by
Research
Objective #2

Visit
Grainger.com
nirst / New
customer
Visit
Grainger.com
nirst / Existing
customer
Visit
Boschtools.com
nirst / Visit
Grainger's
power tool
section next
Visit
Boschtools.com
nirst / Visit
Grainger's
plumbing
section next
"What is Grainger's unique value proposition to the MRO market as a
supplier of (Bosch) power tools?"
Primary Research
Qualitative
Data
Focus Group Session with
key Grainger power tool
purchasers - Google Hangout
Interview 20-25 participants
that have experience with
Grainger's various power
tool offerings
Craft MRO customer
testimonials to display on
Bosch and Grainger web sites
Quantitative
Data
Listen to social media trafnic
using keywords "Grainger
+MRO+power+tools" using
Socialbakers or Technorati
Develop MRO power tool
subject matter expert (SME)
social media strategy based
on observed results
Grainger to engage in
online discussions as
MRO SME
Secondary Research
Qualitative
Data
Online research - What
attributes do MRO customers
seek in a supplier of
professional grade power
tools?
Google search of MRO
industry web sites, trade
journals, publications, etc.
Develop eduacational
webinars for MRO
procurement
professionals featuring
Bosch power tools
Quantitative
Data
Analyze Grainger sales data
of all power tools (including
Bosch)
Analyze audience web trafnic
on Grainger.com for each
power tool brand using
Google Analytics and Google
Keyword Planner to
determine keywords used for
Bosch
Create targeted banner ads
for Bosch power tools on
Grainger.com to map with
identinied 'Bosch' keywords

35


• The results achieved in Research Objective #1 will be implemented in a series of
landing pages and display advertisements on both the Bosch and Grainger web
sites that influence audiences to select Grainger as their supplier of choice for
Bosch power tools.

• It will be important for Grainger to actively engage the MRO audience through
social media channels to establish itself as a subject matter expert on the needs
of the market and its ability to service those needs by supplying quality products
like Bosch power tools.

36


Scenarios
Covered by
Research
Objective #3

Visit
Grainger.com
nirst / New
customer
Visit
Grainger.com
nirst / Existing
customer
Visit
Boschtools.com
nirst / Do not
visit
Grainger.com
next
Visit
Boschtools.com
nirst / Visit
Grainger's
power tool
section next
Visit
Boschtools.com
nirst / Visit
Grainger's
plumbing
section next
"What type of targeted e-mail information would a prospective power tool buyer want before
making a purchasing decision? How often should they receive this information?"
Primary Research
Qualitative
Data
Focus Group Session with
key Grainger customers
who purchased Bosch
power tools - Google
Hangout
Interview 20-25
participants to get their
input on desired content
for a targeted e-mail
communication series
Create Grainger MRO
power tool User's Group --
> role would be to critique
upcoming e-mail
campaigns before launch
Quantitative
Data
Send targeted e-mails to
medium size MRO
customer population
(Grainger and non-
Grainger customers)
Measure open rate, CTR,
opt-out rate, visits to
Grainger.com, visits to
Bosch power tools section
on Grainger.com,
Conversion rate
Adjust content of e-mails
and frequency of sending
to improve KPIs
Secondary Research
Qualitative
Data
Review MRO deninition /
info on US Government
General Services
Administration web site
Integrate key points
into messaging for e-
mail campaign
Create customized e-
mails for MRO power
tool customers that
point to Bosch &
Grainger web sites
Quantitative
Data
Investigate Bosch power
tool banner ads on
Grainger competitor web
sites
Obtain CTR of visitor
segments to understand
what market segments are
most attracted to Bosch
power tools
Identify factors affecting
KPIs and incorporate into
e-mail messaging

37

• According to the eMarketing text, there are several KPIs that can (and
should) be measured for a targeted e-mail campaign. These metrics
include:52

o Open rate
o Clickthrough rate
o Number of emails forwarded
o ROI
o Number of social shares
o Database growth
o Conversion rate (activity on your site generated by the email)
o Delivery or bounce rate

• Our goal will be an iterative process of sending out e-mail communications
approximately 3X per month where we intend to maximize all of the KPIs
listed above (with the exception of the bounce rate, which we intend to
minimize). The e-mail content will be modified or adjusted to reach our
goals.

38
Endnotes

1 "Digital Marketing Certification - Capstone Project Syllabus." Coursera. Accessed July 04, 2016.
https://www.coursera.org/learn/digital-marketing-capstone/supplement/vLqxy/syllabus.
2 Grainger Forward: 2016 Fact Book. Lake Forest, IL: W.W. Grainger, 2016. Accessed June 11, 2016.
http://invest.grainger.com/phoenix.zhtml?c=76754&p=irol-irfactbook.
3 Grainger Sets Growth Course by Expanding Market Presence. October 9, 2015. Accessed June 11,
2016.
http://invest.grainger.com/phoenix.zhtml?c=76754&p=irol-newsArticle&ID=544519.
4 Similarweb.com Results for Grainger.com. Accessed June 11, 2016.
https://www.similarweb.com/website/grainger.com.
6 Ibid.
7 "Maintenance, Repair, and Operations." Wikipedia. Accessed June 11, 2016.
https://en.wikipedia.org/wiki/Maintenance,_repair,_and_operations.
8 “The 2015 Industrial Distribution Big 50 List”. Industrial Distribution. September 2015. Accessed
June 11, 2016. http://www.inddist.com/article/2015/09/2015-industrial-distribution-big-50-list.
8 "Bosch Power Tools Brand." YouTube. March 11, 2016. Accessed June 11, 2016.
https://www.youtube.com/playlist?list=PLfJFBAodzdn37-E8mXS0rGfhvF_C-edRK.
9 Ibid.
10 Bosch Power Tool Finder. Accessed June 11, 2016.
https://www.boschtools.com/us/en/boschtools-ocs/trade-24170-c/.
11 "Bosch Power Tools North America Launches New Website with Responsive Design, Intuitive
Search and Added Features | MINING.com." MINING.com. February 9, 2016. Accessed June 11, 2016.
http://www.mining.com/web/bosch-power-tools-north-america-launches-new-website-with-
responsive-design-intuitive-search-and-added-features/.
12 "WikiWealth." Bosch SWOT Analysis -. Accessed June 11, 2016. http://www.wikiwealth.com/swot-
analysis:bosch.
13 Similarweb.com Results for Boschtools.com. Accessed June 11, 2016.
https://www.similarweb.com/website/boschtools.com.
14 "The Consumer Decision Journey." McKinsey & Company. Accessed July 04, 2016.
http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-
decision-journey.
15 "Lesson 2 Lecture Notes." Marketing Professionals: Marketing Analytics in Practice. Accessed June
16, 2016. https://www.coursera.org/learn/digital-analytics/supplement/HOmSL/module-2-
readings.
16 Ibid.
17 Ibid.
18 Ibid.
19 "Best Web Analytics Tools: Quantitative, Qualitative, Life Saving!" Occams Razor by Avinash
Kaushik. October 19, 2010. Accessed June 16, 2016. http://www.kaushik.net/avinash/best-web-
analytics-tools-quantitative-qualitative/.
readings.
21 Ibid.
22 Ibid.
23 Ibid.
24 "Best Web Analytics Tools: Quantitative, Qualitative, Life Saving!" Occams Razor by Avinash
Kaushik. October 19, 2010. Accessed June 16, 2016. http://www.kaushik.net/avinash/best-web-
analytics-tools-quantitative-qualitative/.

39

readings.
26 "Occam's Razor by Avinash Kaushik - Digital Marketing and Analytics Blog." Occams Razor by
Avinash Kaushik. Accessed June 22, 2016. http://www.kaushik.net/avinash/.
27 "Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value." Occams Razor
by Avinash Kaushik. 2011. Accessed June 23, 2016. http://www.kaushik.net/avinash/best-social-
media-metrics-conversation-amplification-applause-economic-value/.
28 "Lesson 7 Lecture Notes." Marketing Professionals: Marketing Analytics in Theory. Accessed June
readings.
readings.
readings.
readings.
33 Ibid.
readings.
readings.
38 "Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value." Occams Razor
by Avinash Kaushik. 2011. Accessed June 23, 2016. http://www.kaushik.net/avinash/best-social-
media-metrics-conversation-amplification-applause-economic-value/.
readings.
readings.
readings.
42 Ibid.
43 Ibid.
44 Ibid.
45 Ibid.
46 Stokes, Rob. eMarketing: The essential guide to marketing in a digital world (Kindle Locations
4328-4329). Quirk eMarketing (Pty) Ltd. Kindle Edition.
47 Ibid, (Kindle Locations 4375-4376).
48 Ibid, (Kindle Locations 4625-4626).

40

49 Stokes, Rob. eMarketing: The essential guide to marketing in a digital world (Kindle Locations 991-
993). Quirk eMarketing (Pty) Ltd. Kindle Edition.
51 "Maintenance, Repair & Operations (MRO) Government-wide Strategic Sourcing Solution." Home.
Accessed July 02, 2016. https://interact.gsa.gov/group/federal-strategic-sourcing-initiative-fssi-
maintenance-repair-operations-mro.
52 Stokes, Rob. eMarketing: The essential guide to marketing in a digital world (Kindle Locations
6189-6192). Quirk eMarketing (Pty) Ltd. Kindle Edition.

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