Digital Marketing Capstone Bosch/Grainger

Digital Marketing Specialization
Capstone Plan
Eva Tamm

Table of contents
Excecutive Summary
Client Analysis
Problem Statement
Customer Decision Journey
Data Collection and Analysis
Channel Strategy
Test and Control Plan
Works Cited

Excecutive Summary
This Capstone project is about developing a channel strategy to increase the
sales of Bosch power tools on Grainger.com by 10% using display
advertising and emails. The outcome of this project is a channel plan with
test and control plan for each of the scenarios described in the problem
statement.
Client Analysis
There is an increasing competition in industrial MRO market. Major players, such as Grainger,
Wesco, MSC Industrial Supply, HD Supply need to make changes to stay on top of their game.
More emphasis on technologically innovative products, use of e-commerce, careful pricing due
price transparency. – Basically they need to provide services at short notice and at competitive
prices also keeping up with technological innovation.
Grainger
Business model
Grainger is a B2B company Their marketing focuses on B2C as the end users are the ones that
decide what is needed and then communicate those needs through their companies` procurement
departments who will place the orders. Approximately 78% of sales are going to large customers
Their value propositions are broad portfolio of MRO products, efficient distribution infrastucture
that allows speedy deliveries and competitive pricing. https://www.cleverism.com/company/w-w-
grainger/
Strategy for growth
Grainger is focused on online-model as the company believes it is a strong source of profitable
revenue growth. It has also started changing pricing by moderating list prices to aquire new
customers in a digital world with easy price comparison tools Their long record in e-commerce and
vast resources will make it hard for any competitors to catch up in click-and-buy and product
searching. https://www.inddist.com/blog/2017/03/grainger-expects-80-its-sales-happen-online-2022
Online presence.
Website traffic trends
Organic keywords amount to 94.6 % and paid keywords to5.4%.
.https://online.seranking.com/research.overview.html?source=us&month=2017-
07&input=grainger.com&filter=base_domain
68.9% of traffic comes from desktop users, 31.10% from mobile users. Average daily visits are
around 181.000, average visit duration 3 minutes 37 seconds, pages per visit 4.90, bounce rate
45.38%.
Traffic trends also show low amounts of visits over the weekends.The average visits per day come
from the average of 200.000-250.000 on weekdays and 100.000 on weekends.

Traffic sources:Search is the biggest with 65.5%, followed by direct and referrals. Mail has only
1.14%, social 0.76% and display 0.27%.
Social platforms
Grainger has a presence on Facebook, Twitter, YouTube, LinkedIn, Instagram and Google+ When to
look at social traffic trends, then the winner is Facebook with 33.79% of the social traffic, Facebook
is closely followed by Reddit and YouTube, LinkedIn and Twitter rank low between 5 and 6%
https://pro.similarweb.com/#/website/audience-overview/grainger.com/*/999/28d/?
webSource=Total
Bosch brand
Bosch is seen as a leader in power tool innovation, safety and performance Their products have
exceptional durability I even the most rigorous conditions Bosch are the biggest manufacturer of
cordless and corded power tools in the world. Their products are designed for pro users.
https://www.youtube.com/playlist?list=PLfJFBAodzdn37-E8mXS0rGfhvF_C-edRK
Primary/secondary customers and their specific needs.
Primary customers are the procurement officers. Their needs: cost-saving opportunities,
streamlining the ordering process, durability and quality of products, making sure that products
meet performance specifications.
Seondary customers: the end users (engineering and maintenance staff) Their needs: quality,
durability, speed of delivery, support and training on new products.
https://www.afflink.com/case-studies/frantz-building-services
Industrial buyers have started to focus on products that meet performance specifications and
allowing procurement departments make decisions rather than the end-users (engineering and
maintenance staff). The buying trends are moving towards tool strength, durability, cordless
technologies and efficiency. Technical innovation is the key trend that allows new innovative
specialized independent companies become players on MRO field.
https://www.grainger.com/content/supplylink-trends-drilling-the-power-tools-market
Bosch Power Tools online presence on social media and other online channels.
Boschtools.com is their website, 80% of the traffic comes from search (99.41% of that from organic
search). Website users divide 44.5% on desktop and 55.5% mobile users. Only 0.25% of the traffic
comes from social media, most of it from Facebook and YouTube.
https://www.similarweb.com/website/boschtools.com
Other social media channels include Twitter, LinkedIn, Instagram and Google+.
About the U.S. Website, comparing it to the UK website, on the latter they had a great forum – Bob
community for tradespeople with questions, a great way to talk to your customers directly, bringing
the brand closer to its users.
https://www.bosch-professional.com/gb/en/community/

SWOT analysis of Bosch
Strengths
Biggest power tool manufacturer in the
world
High quality products
Strong brand loyalty
Weaknesses
Brand awareness in the US is low
Responds too slowly to changing market
Less impactful than major competitors on
cordless arena, which is the key trend in
power tools at the moment
Opportunities
Innovation
E-commerce
Better marketing to increase brand
awareness
Threats
Intense pricing competition
New specialized companies that respond
quickly to changing customers`needs.
Problem Statement
Grainger and Bosch Tools are working together to increase the sales of Bosch power tools.
They aim to increase sales by 10% selling to existing customers and new customers.
The questions is:
How can Grainger increase sales of Bosch Tools power tools on 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
• Scenario 2: Audiences that visit Boschtools.com, look at a power tool, and then visit
Grainger.com, log in to Grainger.com, and visit the power tools category
• Scenario 3: Audiences that visit Boschtools.com, look at a power tool, and then visit
Grainger.com, log in to Grainger.com, and visit the plumbing category but not power tools
Customer Decision Journey
CDJ Phase
Scenario 1: Audiences that visit Boschtools.com, look at a power tool, but do not visit Grainger.com
The phase of CDJ: Initial Consideration set.
If the customers do not choose to visit Grainger from the selection of retailers available selling a
specific power tool, it makes it clear that the company is not on top of their minds and brand

awareness is low.
Scenario 2: Audiences that visit Boschtools.com, look at a power tool and then visit Grainger.com,
log into Grainger.com and visit the power tools category.
The phase of CDJ: Active Evaluation.
If they are checking out the offer on the website, they are most probably doing their online research
about the best offer from different retailers.
Scenario 3: Audiences that visit Boschtools.com, look at the power tool, then visit and log in to
Grainger.com, and visit the plumbing category but not power tools.
The phase of CDJ: Moment of purchase
As the main question about a moment of purchase is: Do my sales efforts result in wins for my
brand?, I found it to be the best applicable phase of CDJ. The customer has been driven to
Boschtools website, but when logging into Grainger will take interest in a different category.
Scenario CDJ phase Customer concerns Analysis
Scenario 1 Initial Consideration
Set
Do I know this company and
what value it offers?
Competitive intelligence.
Scenario 2 Active Evaluation Do this company`s products
satisfy my needs?
Customers with a lot of
different options and
transparency are always
looking for the best possible
deal.
A/B testing.
Scenario 3 Moment of purchase Do I know enough about
Bosch Power Tools to stay
interested in the brand?
Outcomes analysis.
Business objectives for each scenario
Scenario 1 .
If customers don`t visit Grainger.com, it probably means that Grainger`s brand awareness among
Boschtools.com customers is low.
The business objective would be “Build Awareness”
Scenario 2
If customers vist Boschtools.com, visit Grainger.com, log on and visit the power tools section, they
will be actively evaluating the offers there, most probably comparing with other availble offers on
different websites.
The business objective would be “Influence Consideration”

Scenario 3
If customers visit Boschtools.com, log into Grainger.com but don`t visit the power tools section, the
solution will be to find out why they are changing their intent and how to get them to convert.
The business objective would be “Improve the Sales Process”
Data Collection and Analysis
Data Collection
1. The key questions, the type of data needed, and data sources for each business
objective
Build Awareness
Key Questions Types of Data Sources
Do consumers recognize and
recall my brand?
Consumer Groups Surveys
Is my brand awareness
decreasing or increasing?
Search Volume Google AdWords Keyword
Planner, Google Trends
How aware are people of my
brand compared to other brands
in the industry?
Social Listening Brandwatch
https://www.brandwatch.com/blog/marketing-how-to-measure-brand-awareness/
Influence Consideration
How can I differentiate from
similar brands?
A/B testing Google Analytics, Optimizely,
Visual Website Optimizer
How can I educate customers
about your specific
service/product so they would
buy from you?
A/B testing Google Analytics, Optimizely,
Visual Website Optimizer
https://keymediasolutions.com/news/display-advertising/new-marketing-objectives-in-adwords/
Improve Sales Process
Why are the customers not
continuing on to power tools
section? What is the customer
intent on the website?
Voice of the Customer 4Q survey

How can we improve
conversion rate?
Outcomes Analysis Google Dynamic Retargeting
http://www.merlotmarketing.com/repositioning-your-brand-for-success-in-the-new-economy/
2. The key data and KPIs
Key Data
Build Awareness
To understand how well do consumers recall and recognize Grainger brand, I will need to analyse
1. The Search Volume:
Keyword Planner and Google Trends can tell me how many people are searching for
Grainger brand name and how this changes over time.
http://contentmarketinginstitute.com/2017/04/metrics-content-brand-awareness/
2. Social Media Reach :
TrueSocialMetrics - shows social media efforts` impact on brand awareness
Google Analytics – same as previous, shows which channels create the most value.
https://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-
applause-economic-value/
3. Consumer Groups Surveys
SurveyMonkey – run a brand attributes survey to understand what brand attributes your
customers look for when buying products in your category? And does your perception of your
brand’s traits match that of consumers? https://www.surveymonkey.com/mp/identifying-
understanding-brand-attributes/
Influence Consideration1. According to Hubspot, research has shown that websites influence 97
% of purchasing decisions.https://blog.hubspot.com/blog/tabid/6307/bid/5501/Research-Shows-
Websites-Influence-97-of-Clients-Purchasing-Decisions.aspx
Professional design, overview of services etc are important factors.
Conduct A/B testing on new page variations.
Google Analytics Experiments – test against bounce rate, cart abandonment.
2. Research has shown that over 70% of customers look at product reviews before purchasing,
90% were influenced by positive reviews in their buying decision. Customer testimonials
are “social proof” https://blog.kissmetrics.com/customer-testimonials/
Use Google Alerts and Social Mentions to find out about about reviews you could feature
on your website.
Conduct A/B testing

Google Analytics Experiments
Google Analytics Flow Report – to see how many people are influence by testimonials and
convert after reading.
3. Measure the effectiveness of your digital ads in driving conversion
Google Tag Manager
1. Voice of the customer
4Q site level survey - will measure intent, issues that might prevent your visitors from
converting, determine key purchase drivers https://www.kaushik.net/avinash/best-web-analytics-
tools-quantitative-qualitative/
2. Retargeting and remarketing outcomes data
Google Dynamic Remarketing http://www.cpcstrategy.com/blog/2013/08/5-google-display-
remarketing-best-practices/
KPIs
Business Objective Types of Data KPIs
Build awareness Search Volume
Social Media Reach
% of Search Traffic
% of Social Media Traffic
Influence Consideration A/B testing Bounce Rate
Cart Abandonment
Conversion Rate
Improve Sales Process Outcomes Data Task Completion Rate
Sampling bias will come into play when using consumer group surveys. Eliminate it by making
sure the surveyed group is large, demographically diverse and statistically representative.
Data Analysis
1. Types of Analysis
Build awareness
Search Volume and Social Media Reach
Keyword Planner and Google Trends can tell me how many people are searching for Grainger
brand name. True Social Metrics will give data on how advertising efforts have affected brand
awareness. Google Analytics will tell which channels generate the most value. SimilarWeb is
excellent for a free basic overview of where the traffic is coming from.
The KPIs here will be % of Search Traffic, % of Traffic from Social Media and % of New Visits.
The analysis conducted would be descriptive as it will summarize characteristics of sets of data. The
result is a fact, not an interpretation. (1)

Influence Consideration
A/B testing on new page variations.
Google Analytics Experiments – test against bounce rate, cart abandonment
A/B testing on the effect of customer testimonials
Google Analytics Experiments
Google Analytics Flow Report – to see how many people are influence by testimonials and
convert after reading.
KPIs will be Bounce Rate, Cart Abandonment, Conversion Rate
The analysis conducted would be causal as it will determine how changes in a set of features occur
when we modify other features.(2)
Measure the effectiveness of your digital ads in driving conversion
Google Tag Manager
KPI here is Conversion rate
Analysis would be descriptive,as it will summarize the results.
Voice of the customer
4Q site level survey
Will measure intent, issues that might prevent your visitors from converting, determine key
purchase drivers
The analysis would be exploratory as it will look at the trends in customer behaviour to generate a
hypothesis about key purchase drivers.
Retargeting and remarketing outcomes data
Google Dynamic Remarketing
KPI is Task Completion Rate
Analysis would be descriptive as it will summarize the results remarketing efforts.
2. Benchmarks.
Build Awareness benchmarks:
According to SimilarWeb, 62.49% of traffic comes from Search, but only 1.2% from Social Media
.https://www.similarweb.com/website/grainger.com
A report by Econsultancy found that 75% of people used recommendations on social sites in
research before making a purchase. (3) Hence the benchmark here would be to increase % of Social
Traffic. One of the biggest competitors, Wesco.com, has 1.67 % of their traffic coming from social
media. https://www.similarweb.com/website/grainger.com?competitors=wesco.com
I would set the benchmark for growing traffic from social media to 1.7% as it is a 10% increase
and also similar to how biggest competitors are performing.
Influence Consideration benchmarks
Conduct A/B testing using Google Analytics.
For benchmarking bounce rate, cart abandonment rate and conversion rate, Google Analytics lets
you look up benchmarks for your specific industry. To set the benchmarks, access to that data would
be useful, lowering the bounce rate and cart abandonment rate below or on par with top performers,

increasing the conversion rate to match or exceed competitors. https://blog.lemonstand.com/cart-
abandonment-google-analytics/
Improve Sales Process benchmarks
Use Google Analytics to measure retargeting and remarketing effects by Task Completion Rate
KPI, increase by 10%.
Analysis Summary
Business
Objective
Type of Analysis Types of Data KPIs Benchmark
Build Awareness Descriptive Search Volume % of Search Traffic
Social Media
Reach
% of Social Media
Traffic
increase by 10%
to 1.7%
Influence
Consideration
Causal A/B testing Check-out
Abandonment
Rate
below top
competitor
Bounce Rate below top
competitor
Conversion Rate above top
competitor
Improve Sales
Process
Causal Outcomes Data Task Completion
Rate increase by 10%
Channel Strategy
For most of display advertising, I chose popups for the type of ad as the purpose of a popup is to
provide a very strong call-to-action. According to Shopify, test after test has proven that popups
work extremely well. In one test, popups drove 1,375% more email captures vs. a sidebar opt-in
form.
In another test, a website was receiving only 10 to 15 subscribers per day despite getting over
44,000 unique visitors each day. After implementing a popup with a 60 second delay, they began
receiving 100-150 emails per day. Also the 60 second delay is recommended as by the customer
will be engaged with the website well enough to spend time on the popup.
https://www.shopify.com/blog/16009092-why-you-should-be-using-popups-on-your-online-store
For certain audience categories I chose prelanders for the type of display, pre-landers are designed
to help convince users, or predispose them to ultimately convert. They are great way to lead
customers to the desired webpage.
https://www.mobidea.com/academy/mobile-pre-landers/
As for emails, they should be kept text-based as text-based email perform better than emails
including a lot of graphics. The timing when to send emails should be tested for different days and
times, in general, though, most email opens take place mid-mornings on weekdays.

https://www.shopify.com/blog/email-optimization
Audience category 1
New customers
E-Mail
New customers have not yet signed up for receiving emails so at the first stage of targeting, e-mail
will be irrelevant.
For those who do sign up for the email through the banner ad offer. There should be the follow-up
thank you e-mail, reminding about the 10% discount offer on Bosch Power Tools and contain a link
to video showcasing Bosch Power Tools range (named Sneak Peak at Bosch Power Tools
collection)
Display advertising
Type of Ad Visuals Message
Pop-up ad coming up after 60
seconds spent on website.
Blue background, red and white
lettering
Be a Professional
Sign up to receive 10% off your
first order of Bosch Power Tool
range and to hear about our new
products, special promotions
and updates.
Exit-Intent pop-up ad Same as previous Same as previous, with the
addition of “last chance” (to
sign up)
Banner ad after 60 seconds spent on the website. Banner should offer an incentive for signing up,
tied to Bosch Power Tools (free delivery for your first order with us, 10% off Bosch Power Tools).
Exit-Intent popup before they leave the website, offering the same as the banner ad.
Current customers
E-Mail
Visuals Message
As the email is coming from
Grainger, it should be their
usual template and colors.
For call-to-action button use
white and red lettering on
blue background.
Subject line: Customer`s name and free delivery on Bosch Power
tools
“You recently purchased a Bosch...... from us.”
Add recommendations based on their previous purchase from
Bosch Power tool range.
Call to action button – get-your-free-delivery-now.

For current customers, email will be highly relevant as it does offer the best ROI as its cheap and
very targeted. Those customers have already shown previous interest in Bosch Power Tools. Post-
sale email (e.g. you recently purchased a … from us). Add recommendations based on their
previous purchases with customer reviews attached and a link to video showcasing Bosch Power
Tools range tied to an exclusive loyal customer offer (e.g. free delivery on your next Bosch Power
tools order).
Display advertising
Pop-up ad coming up after 60
seconds spent on website.
lettering
For Professionals
Free delivery on your next
order from Bosch Power Tools
range.
Get-it-now (call to action
button)
Pop-ups after 60 seconds spent on Grainger website, advertising new items from Bosch Power
Tools range, with link to the relevant page that includes customer reviews.
Audience category 2
Scenario 1
Scenario 1 is about building awareness about Grainger amongst Bosch Power Tools customers.
E-mail
Grainger email database will be irrelevant as they are not Grainger`s customers.
If they do sign up on Grainger landing page through the prelander, send a thank you follow-up
email. Content depending on if they made the purchase or not. If not, reminding about the free
delivery and the 10% discount offer on Bosch Power Tools and containing a link to video
showcasing Bosch Power Tools range (named Sneak Peak at Bosch Power Tools collection)
Display advertising
Prelander on Boschtools.com
Will lead to Grainger landing
page with the offer and sign-up
form
Grainger`s logo and colors 10% off your order of Bosch
Power Tools.
button)
Create a prelander with an offer and get-it-right-now button that leads to Grainger landing page
with an offer and e-mail sign-up form (free delivery for your first order, 10% off Bosch Power
Tools).
Scenario 2
Scenario 2 is about influencing consideration

E-mail
Visuals Message
The email is coming from Grainger, it should be
their usual template and colors.
For call-to-action button use white and red
lettering on blue background.
Subject line: Customer`s name and 10% off
Bosch Power tools
Add recommendations based on their browsing
history on the website.
Get-it-now (call to action button)
If customers leave without making a purchase, there should be a follow-up e-mail reminding about
the unfinished business on the website - the 10% discount offer on Bosch Power Tools and a link to
customer testimonials.
Display advertising
Prelander on Grainger with an
call-to-action button leading to
the webpage with Bosch Power
Tools offer.
lettering
For Professionals
10% off your next order from
Bosch Power Tools range.
button)
Prelander offering an incentive of 10% off Bosch Power Tools, leading to Bosch Power Tool page
with customer testimonials.
Scenario 3
Scenario 3 is about improving the sales process, making sure the process will end up with wins for
Bosch Power Tools.
E-mail
Visuals Message
The email is coming from Grainger, it should be
their usual template and colors.
For call-to-action button use white and red
lettering on blue background.
Subject line: Customer`s name and 10% off
Bosch Power tools
Bosch Power Tools private sale for our loyal
customers.
Get-it-now button that leads to prelander on
Grainger with the offer.
Send an email with Bosch Power tools promotion (10%) off framing it as a private sale to loyal
customers. Include a link to prelander with an offer and get-it-right-now button that leads to the
relevant Grainger landing page with this offer.
Display advertising

Pop-up after 60 seconds spent
on website.
lettering
For Professionals
10% off your next order from
Bosch Power Tools range.
button)
Exit-Intent pop-up Blue background, red and white
lettering
Last chance to get your
exclusive 10% discount on your
next order from Bosch Power
Tools range.
button)
After 60 seconds spent on the website, serve a pop-up offering a 10% discount on Bosch Power
Tools. Exit-Intent popup reminding about the discount.
Test and Control Plan
Research and research objectives.
The majority of the research will be conducted by A/B testing your ads and emails.
Also, it will be important to research your customers demographically, the better you know the
customers, the easier is to build personas for targeted marketing.
Online listening and focus groups will be helpful to clarify why your customers are or are not
buying your products, their opinions and feelings about the brand.
As research objectives I would recommend:
Who are your customers and what do they know abou your brands (Brand awareness)?
Demographic research.
Why do they buy?
Get into customers heads about the reasons why they are buying your products.
What will make them buy from you? (Influence Consideration)
Test what works and what doesn´t in terms of your ads and emails (A/B testing) (1)
Who are your customers and what do they know abou your brands (Brand awareness)?
One of the most important factors to take into account is that brand perception and awareness can
be very different among different groups. It is important to start measuring brand awareness with a
clear customer profile.
https://www.entrepreneur.com/article/241080
Use Google Analytics to determine your customer profiles.
Create a survey with Survey Monkey
Ask members of your target demographic their level of awareness for Boschtools and Grainger
brands, also their awareness of your biggest competitors. Ask whether or not potential customer
know these brands exist, how likely they are to purchase, how they heard about each brand.

https://www.surveysampling.com/blog/basics-brand-awareness-market-research/
Online listening.
Use Google Alerts. To keep an eye on mentions of the 2 brands.
Brand 24 would also be a great tool to use, on top of monitoring your own brand you can search for
key topics, discussions and trends around the industry and monitor your competitiors. With tracking
analytics, Brand24 can let you know of sudden changes in discussion volume that are happening
online. This can alert you to protect your business image in real-time.
Why do they buy?
Use your customer profiles from your demographic research, create a focus group to answer the
question why do your specific types of customers buy Boschtools or buy via Grainger.
Also use social listening for the sentiment about your brands (Google Alerts, Brand24)
What will make them buy from you? (Influence Consideration)
Set up A/B testing for conversion optimization. From your banner ads to email subject lines, set up
tests to determine what variables are affecting conversion rate.
https://www.coursera.org/learn/marketing-plan/home/week/4
Use a good tool such as Google Analytics Experiments for A/B testing to make sure the
segmenting will done properly and user experience on websites will not be affected.
https://www.google.com/analytics/analytics/features/
The test plan
For the sample size for the survey, use sample size calculator tool on
https://www.checkmarket.com/sample-size-calculator/( to find out the amount of respondents you
need to get statistically significant results for a specific population. )(5) For A7B testing, calculate
the sample size on https://vwo.com/blog/how-to-calculate-ab-test-sample-size/ (7)
Brand awareness, (who knows
what about the two brands?)
Why do they buy? Influence Consideration
How to make them buy?
Type of
research
Primary, qualitative. Primary, qualitative Primary, quantitative
Research and
tool
Create customer profiles with
Google Analytics, create a
survey based on customer
profiles with Survey Monkey
Conduct online listening using
Google Alerts and Brand 24
Create focus groups
with Google Hangouts
to answer this question
Conduct online
listening using Google
Alerts and Brand 24
A/B testing, use
Google Analytics
Experiments
Sample size For the survey, use sample size
calculator.
Focus groups – small
sample. 8-10 people is
recommended as the
optimum size for a
focus group (6)
For the sample size
both for display ads and
emails, use sample size
calculator to determine
the size of the sample
that would be
significant.(7)

Works Cited
•
https://www.cleverism.com/company/w-w-grainger/
• https://www.inddist.com/blog/2017/03/grainger-expects-80-its-sales-happen-online-2022
• .https://online.seranking.com/research.overview.html?source=us&month=2017-
07&input=grainger.com&filter=base_domain
• https://pro.similarweb.com/#/website/audience-overview/grainger.com/*/999/28d/?
webSource=Total
• https://www.afflink.com/case-studies/frantz-building-services
• https://www.grainger.com/content/supplylink-trends-drilling-the-power-tools-market
https://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-
applause-economic-value/
https://www.surveymonkey.com/mp/identifying-understanding-brand-attributes/
https://blog.hubspot.com/blog/tabid/6307/bid/5501/Research-Shows-Websites-Influence-97-
of-Clients-Purchasing-Decisions.aspx
https://www.cleverism.com/company/w-w-grainger/
https://www.kaushik.net/avinash/best-web-analytics-tools-quantitative-qualitative/
http://www.cpcstrategy.com/blog/2013/08/5-google-display-remarketing-best-practices/
https://blog.kissmetrics.com/search-vs-social/
https://www.similarweb.com/website/grainger.com
https://www.coursera.org/learn/managing-data-analysis/supplement/jqZMf/six-types-of-
questions
http://contentmarketinginstitute.com/2017/04/metrics-content-brand-awareness/
https://blog.kissmetrics.com/search-vs-social/
https://www.similarweb.com/website/grainger.com
https://www.coursera.org/learn/managing-data-analysis/supplement/jqZMf/six-types-of-
questions
https://www.coursera.org/learn/managing-data-analysis/lecture/8hYa6/six-types-of-questions
https://www.shopify.com/blog/16009092-why-you-should-be-using-popups-on-your-online-
https://www.mobidea.com/academy/mobile-pre-landers/
https://www.shopify.com/blog/email-optimization
https://www.entrepreneur.com/article/241080
https://www.surveysampling.com/blog/basics-brand-awareness-market-research/
https://www.coursera.org/learn/marketing-plan/home/week/4
https://www.google.com/analytics/analytics/features/
https://www.checkmarket.com/sample-size-calculator/
http://www.groupsplus.com/pages/faq.htm#6
https://vwo.com/blog/how-to-calculate-ab-test-sample-size/
Wordcount: 3909

Digital Marketing Capstone Bosch/Grainger

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