Digital Marketing Plan Boosts Bosch Tool Sales

1 Gyanendra Singh
Consolidated Digital Marketing Plan for Grainger.com
Digital Marketing Certification – Capstone Project
University of Illinois – Urbana-Champaign & Coursera
Prepared by Gyanendra Singh
September 2020

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Table of contents
Executive Summary…………………………………………………………………………………………………… 3
Problem Statement…………………………………………………………………………………………………… 3
Customer Decision Journey………………………………………………………………………………………. 4
Marketing Analytics Process – Planning, Data Collection & Analysis…………………………. 6
Channel Strategy………………………………………………………………………………………………………. 12
Content Strategy……………………………………………………………………………………………………….. 14
Test & Control Plan……………………………………………………………………………………………………. 17
References………………………………………………………………………………………………………………… 21

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1. Executive Summary
This document recommends a consolidated digital marketing plan that Grainger.com can use
immediately to make a positive impact to its business. Included with the plan are all supporting
research and rationales that lead up to the plan. The easiest way to understand this document
is by employing the WHY-WHAT-HOW framework1
.
The document concludes with Test & Control section which talks about how the Client can put
this strategy to test immediately, and what controls will be required to assess the effectiveness
of the controlled test.
2. Problem Statement
The critical requirements from Problem Statement are:
• Design digital marketing campaigns to increase sales of Bosch Power tools by 10% on
GCom.
• Focus on using display advertising and email as mediums to increase the sales of Bosch
power tools.
The recommended marketing campaigns should provide a strategy for using these two
channels for all the scenarios mentioned in Audience category 1 and 2 below.
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. Label this “A1-New”.
The WHY
• We start by reviewing the essential elements of Client’s Problem
Statement and identifying the business objectives & goals
• We then pivot to understanding the customer, their decision journey,
their concerns and mapping these to the business objective & goals.
The WHAT
• We follow this up by applying the Marketing Analytics Process to
determine what data will be collected and their sources, what KPIs and
benchmarks are of interest.
The HOW
• The Channel and Content Strategy section describes how the changes
will be implemented to achieve the business goals, with very specific
recommendations.

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• 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.
Label this “A1-Current”.
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. Label this “A2-Scenario1”.
• 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. Label this “A2-
Scenario2”.
• Scenario 3: Audiences that visit Boschtools.com, look at a power tool, and then visit
Grainger.com, login to Grainger.com, and visit the plumbing category but not power
tools. Label this “A2-Scenario3”.
Assumptions:
1. Landing Pages: For the audience categories above, there are two landing pages on
Grainger.com.
• The Bosch brand filtered search landing page
• A specific item landing page (for example, for a cordless screwdriver)
2. Email Database: You can assume that Grainger will be using its internal email database,
which has users who have expressed interest in the power tools category.
3. Customer Decision Journey
Based on the Customer Decision Journey (CDJ) framework2
, we map these customer scenarios
to following CDJ phases:

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Scenario(s) CDJ Phase & Customer concerns
A2-Scenario1 &
A1-New
Customer may or may not have purchased the power tool already, but
definitely not from GCom. The site was not part of the “Initial
Consideration Set”. Boschtools.com will have data to indicate if customer
redirected to another retail and that may point to with brand awareness
issue for GCom. It is possible that such customers are secondary
customers or customers very early in evaluation phase.
A2-Scenario2 Customer has a high degree of intent to purchase Bosch power tool(s) and
is at “Moment of purchase” phase. Evaluation is done and now looking
for a seamless sales process. Shipping charges, delivery dates, pickup and
return options, payment options & security, are of interest to customer at
this stage.
A2-Scenario3 Customer has already demonstrated an interest in Bosch power tools and
is presently distracted with another purchase. Customer is most likely in
“Active Evaluation” phase for the Bosch Power Tool. Product features
(size, weight, safety, ease of use), pricing, warranties etc are important
customer considerations at this stage.
A1-Current Customer is in “Post Purchase Experience” phase and is experiencing the
product. Should they have a question or concerns, they would expect
touch-notch service experience that would influence their brand
perception. Also, the general news/buzz about Bosch tools and/or GCom
will likely influence the brand perception.
Leveraging Avinash Kaushik’s blogpost3
, Professor Kevin Hartman presents a very useful
framework to map CDJ phases to the most relevant types of analyses.

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Using this framework, scenarios are mapped to customer concerns and analyses4
as follows:
Scenario CDJ Phase Applicable Analyses
A2-
Scenario1
&
A1-New
Initial Consideration
Set
Website Competitive Intelligence, using tools like
alexa.com; Google Ads (Keyword Planner); Google Trends
A2-
Scenario2
Moment of
purchase
• Outcomes Analysis, using tools like DialogTech;
LivePerson
• Competitive intelligence on product pricing, shipping
options, return policies etc.
A2-
Scenario3
Active Evaluation • Experimentation/Testing, using tools like Google
Optimize, Google Ads (campaign experiments)
• Clickstream analysis on GCom to understand use
navigation, exit rates, and search/research
A1-
Current
Post Purchase
Experience
• Voice of Customer (Experience surveys), using tools
like UserTesting.com, Google Consumer Surveys
• Email campaign analysis on outbound emails
• Clickstream analysis to understand repeat visitor
behavior
4. Marketing Analytics Process – Planning, Data Collection & Analysis
Leveraging scenarios previously documented, the business objectives and goals are identified as
follows:
Scenario Customer Decision
Journey Phase
Business Objective(s) Business Goal(s)
A2-
Scenario1 &
A1-New
Initial Consideration Set Build Brand Awareness Acquire new
customers
A2-
Scenario2
Moment of Purchase Improve Sales Process World-class
Customer Experience
A2-
Scenario3
Active Evaluation Influence Consideration Acquire new
customers
A1-Current
Post Purchase
Experience
Grow Loyalty Cross-sell/Upsell to
existing customers

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Next, we map Business Objectives map to the Key Question(s) relevant to these objectives:
Business Objective Key Question(s)
Build Brand Awareness What is consumer interest in our brand vs competitors, and how
has it trended over time, across US geographies?
How many customers visit our website vs competitor AFTER
visiting boschtools.com, and trends over time, across US
geographies?
What is the performance of our display and email campaigns?
Improve Sales Process What is the performance of my sales & checkout process once
customer is redirected from boschtools.com?
What are our customers saying about the Sales process steps?
How does our sales and checkout process compare with that of
competitors, and what changes can we implement?
Influence Consideration How are the Content and navigation of product evaluation stages
performing?
How do our customer perceive the Content and navigation of
product evaluation stages performing?
What site changes can we implement to streamline the product
evaluation steps?
Are our display and email campaigns triggering customers to come
back to Bosch Power Tools on our site?
Grow Loyalty What are our key customer segments and their characteristics,
and how does it correlate with repeat customer visits & orders?
What is the performance of our display and email campaign, for
cross-sell/upsell?
What is customer experience when they call our Service Center,
and how does it correlate with their feedback?

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Recent research from McKinsey5
highlights some key considerations for customer decision
journeys:
• Loyalty remains low as customers change brands from one purchase cycle to the next.
Only about 42% of purchases are still made by consumers responsive to their
incumbent brand6.
• Once a customer is on the decision journey, it is critical to be part of the initial
consideration set, as reentry is difficult.
Essentially, GCom needs to find ways to be part of customers’ initial consideration set early in
journey, and then continue to stay with the customer post-purchase when they are triggered
for next purchase.
Adapting the Digital Marketing & Measurement Model described by Kaushik7
, the business
objectives are:
Objective
Increase sales of Bosch Power Tools by 10% on GCom
Build Brand Awareness &
Initial Consideration Set
Improve Sales
Process
Grow Loyalty
Goal(s)
Acquire new customers World-class
Customer
Experience
Cross-sell/Upsell to existing
customers
Analyses
Competitive Analysis:
• Search & Keyword Analysis
• Website Traffic Analysis
Clickstream Analysis:
• Email Campaign Analysis
Voice of Customer
(VOC) Analysis
Competitive Analysis:
• Segmentation Analysis
Predictive Analysis – segment
targeting & product
recommendations
Clickstream Analysis:
• Email Campaign Analysis

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KeyData&Sources* Source-Google Trends & GCom
data
• Target Keywords
Source-Google Ads, Facebook &
Linkedin Targeting & GCom
data
• Target Keywords
• Target Audiences
• Ad Spend (CPM/CPMV plus
fees & technology costs)
Source-Google Analytics
• Number of 1-page sessions
• Number of visitors
Source- GCom data
• New user-Revenue
generated
• Number of orders
Source-ConfirmIt
• Voice of
customer score &
comments
Source- GCom data
• Repeat customer-Number
of orders
• Repeat customer-Revenue
generated
• Average customer
retention time
KPIs**
• Cost per Acquisition
• Bounce Rate
• Net Promoter
Score
• Customer Lifetime
Value(LTV)
• Average Order Value(AOV)
Benchmarks***
• Keep CPA under $130 on
Google Display Network8
• Keep bounce rate below 25-
35%9
• Keep NPS above
4510
• Keep LTV above $52011
• Typical average AOV of $350
was shared during the
Hangout.
* Key data measured at appropriate time interval; daily and/or campaign duration.
** Kaushik12
presents a good discussion on KPIs and recommends limiting to four, in order to
retain focus of a marketing endeavor.
*** Specific benchmarks for GCom (ecommerce website in MRO B2B space, with B2C
customers) are almost impossible to come by in the public domain. The proposed benchmarks
are derived from research and observations from Client’s Pilot Data file
.

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4.1. Brief discussion of Key Data and KPIs listed above:
1. Cost Per Acquisition13
– Critical metric of marketing campaign effectiveness.
Cost per Acquisition = (Ad Spend) / (Number of Orders)
CPM - cost per thousand impressions
CPMV (cost per thousand viewable ads; display ad is viewable when 50% of ad shows on
screen, for 1 sec or longer)
2. Bounce Rate14
- %age of visitors who leave the site immediately (single-page session).
This metric needs to kept low for two reasons:
• Loss of customer/sale opportunity
• Reduction in Google Organic Search rank
Bounce Rate = (Number of 1-page sessions) / (Number of visitors)
3. Customer Lifetime Value (LTV)13
– key measure of repeat customer and loyalty
LTV = (AOV) X (Number of repeat orders) X (Average Retention Time)
4. Average Order Value13
– key ecommerce metric
AOV = (Sum of Revenue Generated) / (Number of orders)
5. Net Promoter Score15
- Percentage of people who will recommend brand after an
experience with Call Center/chat. AKA Likelihood-to-Recommend. GCom uses ConfirmIt
surveys, score provided by customer.
4.2. Brief discussion of insights from Client’s Pilot Data:
• Overall CPA is $142.44.
• Bounce rate is 22.75% (=1219/5358).
• Over the past 3 months of 2020, GCom average bounce rate for display ads is 33.87%,
while competition is in 40-55% range. The screen short below from SimilarWeb
captures this.

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• Pilot overall AOV is $685 (=$191788/280).
• There is no pilot data available to calculate Net Promoter Score and Customer LTV.
• AOV peaks of Thursdays, while Orders peak on Wednesdays. AOV unusually high on
weekends while revenue drops significantly, implying very few orders on weekends and
the AOV is getting skewed by a few large orders.
• ROAS peaks in middle of the week, and drops of significantly over the weekend relative
to spend. It may be worthwhile shutting down ads over the weekend. CPA is highest on
Tuesday, which should be explored further.

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4.3. Brief discussion on Biases and bias-elimination:
The following are common biases that can occur while collecting the data for this campaign:
Bias Bias Description Steps to avoid bias
Sampling
bias17
Occurs when sample is collected in
a way that some members of the
intended population have a
lower/higher sampling probability
than others. Can occur when
collecting data, and in surveys.
Avoiding Sampling-bias in Surveys -
Make surveys equally accessible to
all customers/potential customers.
Can be done via website survey or
surveys sent out via email.
Avoiding Sampling-bias in Data
Collection- Ensure all data is
collected consistently, for all the
days during evaluation period.
Note explicitly any loss of data
during collection so that the
analyst can handle this
appropriately during MAP-Analyze
phase.
Survey-Non
Response
bias18
Some customers are unable or will
not respond to surveys. This
creates a bias in data collected as
this population gets excluded.
Increase response rate by:
• Send a reminder(s)
• Send a personalized email invite
survey participation; include a
participation incentive as
appropriate
Questionnaire
/Response
bias19
Occurs when questionnaire
influences respondents to answer
one way rather than another.
Could be due to language of
questions, order of questions, or
the surveyed responds
inaccurately, possibly consciously.
To minimize these biases19
:
• Anonymous survey
• Neutral sounding questions
• Avoid using scale questions
• Answer options should not be
leading
• Use short On-exit surveys
5. Channel Strategy
Hubspot20
defines Content Marketing as “..a strategic marketing and business process focused
on creating and distributing valuable, relevant, and consistent content to attract and retain a
clearly define audience and ultimately drive profitable customer action.”

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GCom’s Channel Strategy will entail converging activities on website and email-advertising
(owned media) with display advertising (paid media) activities, all connected through
appropriate definitions of target audiences.
We start by identifying specific target audiences21
of interest:
L1. Remarketing Lists – Used to re-engage past customers with remarketing and customer
match. As per lecture notes, email marketing is extremely effective - “For every $1
spent, email marketing generates $44 is ROI.” From GCom’s list of email addresses, four
specific email lists are identified to drive all email-advertising:
L1-A. Cross-sell List- Most effective time to cross-sell is soon after a purchase, and best
to do that via transactional emails22
, with Frequently-Bought-Together type of
recommendations. Email offers incentive to next purchase (discount code, free
shipping). Use UTM_C=L1A to identify this traffic.
L1-B. Upsell List- GCom data will advise when upsell emails should be triggered, based
on number of days to next purchase, or definition of lapsed-users. Email offers
incentive to next purchase. Use UTM_C=L1B
There is no need to target this audience with display ads, as email-marketing is more
effective.
L2. New Customer Audience – Identify “Similar Audiences” using GCom’s email list.
Augment this list with “Affinity Audience” and “In-Market Audience” - who are
searching keywords, visiting other websites like GCom, including Boschtools.com. These
will be new customers very similar to existing customers. Traffic identified with
UTM_C=L2.
L3. Loyalty-focused List- Used to send non-personalized promotional emails to raise
awareness about new products, time-sensitive deals and seasonal promotions (Black
Friday sales, Spring sales). These are potential customers, identified as having registered
on GCom, but no purchase yet. Interest in powertools undetermined. Traffic identified
with UTM_C=L3. Welcome-emails for new registrants, and cart-abandonment emails are
two special cases.
5.1. Audience Category 1:
New Customer – User is on GCom, in evaluation stage of customer decision journey. Traffic
identified with UTM_C=L2 or without UTM_C. These customers will be targeted with new
content/navigation on GCom which is described in more detail in section 6.3 below.
Existing Customer – Target them through concurrently running email- and display-advertising
campaigns. GCom send the personalized emails. Display targeting is setup on Google Ads
through upload lists.

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• For cross-sell – Use list L1A for emails, setup display ads with UTM_C=L1A., with goal of
reminding customers about their recent purchase and affiliated Boschtools products they
could purchase on GCom.
• For upsell – use List L1B, UTM_C=L1B and remind customers to visit GCom, to checkout
upgrades, new models, replenishments etc.
5.2. Audience Category 2:
Scenario1: While this traffic has visited Boschtools.com, it should be treated same as New
Customer Audience (UTM_C=L2) described above.
Scenario2 & Scneario3: This traffic is part of L2 or L3 campaigns.
• Traffic landing with UTM_C=L2 should be treated as New Customer Audience (see above).
But once the use logs-in, stop showing email sign-up pop-ups.
• Traffic landing with UTM_C=L3 should not see sign-up requests as they are known email-ids.
Rest of treatment same as New Customer until they login.
• The email- and display advertising campaigns for these will be more to enhance brand
awareness and recall.
6. Content Strategy
Hubspot20
advises “A successful content strategy should include a promotional plan that
strategically shares content with the people who will benefit most from it.” what topic you’ll be
talking about, what format your content will take, and when you’ll be publishing it.
Recapping the Channel Strategy to identity the Content needs:
Scenario Display Campaign
eligibility?
Email Campaign
eligibility?
On-site Display
Changes applicable?
Audience-1-New
Customer
Yes No Yes
Audience-1-Current
Customer
No Yes-cross sell &
upsell
No
Audience-2-Scenario 1 Yes No Yes
Audience-2-Scenario 2 Yes Yes-Loyalty Yes
Audience-2-Scenario 3 Yes Yes-Loyalty Yes
6.1. Display Ads via Google Display Network.
The display ad content needs are the same in all eligible scenarios. These must contain the
Grainger logo, and branding for Bosch Power Tools.

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We will be using responsive display ads23
as they are automatically created and adjust their
size, appearance, and format to fit available ad spaces, including matching the tone and feel of
the website they are shown on. Responsive ad impressions are higher as Google is increasingly
preferring to use responsive ads to fill inventory, but on top of that, CTR for these responsive
ads is higher than traditional ad units24
.
In terms of ad copy, the responsive display ad has:
• Headline (25 characters) – “For all your Bosch Power Tools”
• Long headline (90 characters) – “10% off for New Customers!! Clearance & Hot Buys!!”
• Background Images (up to 3) – Use mix of Grainger and Boschtools images.
• Business Name/Logo – Use Grainger logo.
• Tone – Professional
Example of visuals (generated using free online tool25
)
6.2. Email Campaigns:
Two types of emails will be sent out and must contain Grainger logo, and branding for Bosch
Power Tools. Creating personalized, engaging content is key to a successful email strategy. Use
catchy subject line can enhance email open rate.
Cross-sell/Upsell Email Loyalty Email
These emails are critical part of the GCom
campaign strategy, and should be
personalized and contain product
recommendations based on customer’s most
Welcome emails are a mandatory and sent
out within hour of new signup. Sent only
once, and invite recipient to use a discount
code toward first purchase. Email should be

16 Gyanendra Singh
recent purchases26
. These should be sent out
periodically, first time after one week of the
first purchase by a customer, and then every
2-weeks, or as determined by analysis of
purchase patterns.
welcoming and address the recipient by
name27
.
Representative sample (recipient named
“Marco”)
Representative sample (recipient named
“Bob”)

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6.3. GCom On-site display changes
Following changes need to be made on GCom in addition to Boschtools Landing Page and
Product Detail Pages that already exist. Note extra design care for mobile UX28
.
• Banner-Ad – to educate customer about Boschtools brand & value, including a 1-minute
video, and clear CTA button that navigates to GCom’s Boschtools Landing page. Banner also
has a prominently displayed CTA to email signup for future updates about (new) Boschtools
products, special promotions/discounts.
• Pop-ups: Two pops are identified
Navigation Pop-up to
Boschtools PDP
Email Sign-up Pop-up
When to show When user searches for a
product and the search
results contains a Boschtools
product
When inactivity or exit-intent is
detected. Inactivity measured
as xx seconds, and pop-up
shown yy times during the
session, where xx and yy are
determined through A/B
testing. Exit-intent occurs when
user’s mouse moves away from
main content, as detected by
web-browser javascript
instrumentation
Pop-up message text “You have a Boschtools
product in your results. Do
you want to view details
now?” Run A/B tests to fine
tune message text over
time.
“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.”
Pop-up CTA text “View product now” “Sign-up Now”
Visual look & Feel Consistent with GCom style guideline
7. Test & Control Plan
From recommendations above and the audience scenarios, we formulate three research
objectives, phrased as testable-hypotheses:
Obective1. How well are we communicating the Boschtools-on-GCom brand and offering?
Are we targeting the Right customers?

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• Paramount to target the right customer29
and then understand the factors that
influence customers’ decision journey.
• Primarily pertains to Audience Category1-New Customer.
Obective2. What types of email campaigns are most impactful for existing and new (sign-ed
up but no purchase) customers, for enabling purchase of Boschtools on GCom? Are
emails providing impactful information and triggers to influence customers to initiate
new journeys or complete existing journeys?
• Primarily pertains to Audience Category1-Current customer, but also includes email
campaigns to customers who have signed-up but not yet made a purchase (portion
of Audience Category2).
Obective3. What unique content & experience should GCom deploy on its website to
promote the value of Boschtools and influence customers to purchase?
• Pertains primarily to Audience Category2.
7.1. List of Primary and Secondary Research:
Stokes30
states Market Research involves “systematically gathering, recording and analyzing
data about customers, competitors and the market and turning this data into insight that can
drive marketing strategies, product design and positioning and communications strategies.”
Recommendations for Secondary research:
• Use GCom internal databases to measure KPIs like Customer Lifetime Value, Average
Order Value, Conversion Rate, and internal cost of running email campaigns.
• Use Google Analytics to:
o measure display ad CPM, and marry with internal costs to CPA and RAOS.
o determine bounce rate of Landing Pages, as well as identifying the relevant
search terms for powertools category.
o determine target audiences as described in Channel Strategy, and validate
against learnings from Focus Groups (below).
• Use internet research to derive reasonable benchmark for KPIs above, marrying this
research with GCom internal historical data.
Recommendations for Primary research:
• Use ConfirmIt (already instrumented on GCom) for on-exit surveys as well as capture
Net-promoter-score (another key KPI).
• Use A/B Testing (Google Optimize) extensively, continuously to quantify the effect of:
o different email formats, content, CTAs, time of day/day of week and
frequency.
o frequency of showing onsite pop-ups.
o onsite banner layout and content.
o survey design, content and placement.
o UX design of Landing page and product-detail-pages.

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• Use Google Hangouts to conduct focus group research, to:
o identify target audience(s) precisely, and understand the factors that
influence their decisions.
o understand how they perceive Boschtools and GCom brands (awareness,
recognition, recall, image, trust).
7.2. Avoiding adverse impact to user experience on GCom and Boschtools.com:
• GCom to pull Boschtools content in real-time, and in performant manner, from
Boschtools.com, to ensure brand consistency on Landing Page & product-detail-pages.
• Provide customers ability to opt-in/opt-out of email communications on their GCom
profile page. All emails must link to this page.
• Implement comprehensive facilities for customers to manage the data collected on
them, in compliance with data privacy laws like California Consumer Privacy Act of
201831
and GDPR32
(for European customers).
• Optimize frequency of pop-ups and email campaigns through A/B testing. Refer
Kaushik33
for best practices.
• Follow UX and email content guidelines noted in Content Strategy section.
7.3. The Test Plan:
From the three recommendations captured at the start of this module, I have chosen the last
recommendation (matching objective #3) to test the study/research design.
“From the time customer lands on GCom, make the shopping experience delightful – suitable
content, effective display, frictionless navigation, convenient & secure checkout. This will
increase conversion and grow loyalty.”
Stokes34
outlines the steps of a research process:
Step 2: Sample size is determined based on
traffic while factoring in infrastructure and
support available for the subsequent steps
of the process. Sample size for A/B testing
can be calculated using calculator provided
by Schippers35
. Similarly, survey sample
size calculator is available at
CheckMarket36
.
Steps 4 & 5 are already discussed in MAP-
Collect and Analyze phases in prior
modules.
Step 6 comes after execution of test plan
and cannot be discussed at this time.

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Step1: Study Goal Step3: Data Collection Method
Content & Display Effectiveness – test
different variations of content &
display placement
A/B Testing using Google Optimize.
Control metrics – bounce rate, visit depth &
conversion**
Navigation Study – reduce the pages
between Landing Page and Checkout
to minimum
Control metrics – exit rate & conversion**
Checkout process (convenience &
security)
Control metrics – exit rate, cart-abandonment-rate &
conversion**
Once customer completes the checkout process, use
a simple ConfirmIt survey to rate page experience,
and ask if they opt-in for survey via email (offer a
coupon incentive for participation).
Overall Experience – for those
customers who opted-in for post-
purchase email survey, send out a
ConfirmIt link via email
ConfirmIt Survey, to capture rating on content &
display effectiveness, convenience of navigation &
security of checkout process. Most importantly,
provide customer opportunity to provide their
comments.
ConfirmIt will create NPS based on numeric ratings.
Control metric – existing NPS score.
** If bounce/exit is detected, pop a simple ConfirmIt survey to rate page experience.

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References:
1
Bresson, B. (2016), “The 3 Real Strategy Questions - Taking WHY-WHAT-HOW One Step
Further Than Simon Sinek”, retrieved from https://www.linkedin.com/pulse/3-real-strategy-
questions-taking-why-what-how-one-step-bo-bresson/
2
Court, D., Elzinga, D., Mulder, S., & Vetvik, O. J. (2009), “The consumer decision journey”
McKinsey Quarterly, retrieved from https://www.mckinsey.com/business-functions/marketing-
and-sales/our-insights/the-consumer-decision-journey
3
Kaushik, A. (2010), “Best web analytics 2.0 tools: Quantitative, qualitative, life saving!”,
retrieved from https://www.kaushik.net/avinash/best-web-analytics-tools-quantitative-
qualitative/
4
Kaushik, A. (2010), “The definitive guide to (8) competitive intelligence data sources!”,
retrieved from https://www.kaushik.net/avinash/competitive-intelligence-data-sources-best-
practices/
5
McKinsey Blog, November 2017, “Ten years on the consumer decision journey: Where are we
today?”, retrieved from https://www.mckinsey.com/about-us/new-at-mckinsey-blog/ten-
years-on-the-consumer-decision-journey-where-are-we-today
6
Court, D., Elzinga, D., Finneman, B., & Perrey, J. (2017), “The new battleground for marketing-
led growth”, McKinsey Quarterly, retrieved from https://www.mckinsey.com/business-
functions/marketing-and-sales/our-insights/the-new-battleground-for-marketing-led-growth
7
Kaushik, A., “Digital Marketing and Measurement Model”, retrieved from
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Word count (excluding references): 3981 words

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