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AURA
Marketing Analytics Strategy Team 7
Adhish Tripathi David Ferreira Kebone Moloko Palak Goel Shweta Badve Kittipat Paritsantik
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AURA Kittipat Shweta Badve Palak Goel Adhish Tripathi David - - PowerPoint PPT Presentation
AURA Kittipat Shweta Badve Palak Goel Adhish Tripathi David - - PowerPoint PPT Presentation
Marketing Analytics Strategy Team 7 AURA Kittipat Shweta Badve Palak Goel Adhish Tripathi David Ferreira Kebone Moloko Paritsantik PAGE 1 COMPANY CHALLENGE PAGE 2 Use a combination of email marketing and social media to
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OBJECTIVE
“Use a combination of email marketing and social media to increase the number of subscription renewals by 10 percentage points by Dec, 31, 2018.”
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MARKETING STRATEGY
“Learn More” Email Marketing Campaign for L&D Personnel “Learn More” Social Media Campaign for University partners
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Step 1: Start 90 Days before Lynda.com Pro 1.0 subscription ends. Step 2: “Learn More with first quarter unlimited rotation on Linkedin Learning!” Coupon Step 3: Click to site Step 4: Redeem Coupon Step 5: Sign Up before last month on Lynda.com
Demo Ads Keywords Demo Content
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MARKETING PIPELINE
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Interest Click Through Rate (CTR)
3.21%
Pipeline
CONVERSION RATE
55%
90%
Reach
80 million people
Execution
6.5%
+2.5m
Customers
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COMPETITOR ANALYSIS
USERS PRICING COURSES OFFERED CERTIFICATION CREDIBILITY 15 M + Pay per course ranging from 10$ and above. (Huge discounts) 65,000+ Free certificate on completion of courses. ~16 M
- Approx. 30$ for
Subscription 6,000 No certification from LinkedIn and fee charged for Lynda.com Certification. 24 M Free or other low cost
- ptions available
2000 Fee for certification
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KPI’s & DASHBOARD
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LEARNING
LinkedIn ADS 45%
- Focus on current subscribers
- Create awareness to learning
& development specialists
- Promotion & Deals
- Keep users posted
Email for reach 20% Search & Web development 10% Youtube Campaign 25%
- Increase more keywords
- Coupon on web for target
group
- Trailer & Intro leads to the site
- Free sample classes
Marketing & Ads Spending
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11 PAGE $31,927,500 # 702,405 $17,737,500 # 718,368 $7,095,000 #127,710 $14,190,000 # 676,863
Campaign Dashboard
CONSUMERS INVESTMENT
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Key Performance Indicators
RENEWAL & NEW CUSTOMERS
Total Customer Increased
2,225,000 +14.74%
MROI until December
+191.66%
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Key Performance Indicators New Customer
Price Per 1 new Customer
$46.53
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Key Performance Indicators Improval Renewal Rate
+4.43 %
Improval on Renewal Customer
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Key Performance Indicators ROI
Price Per Customer
$70,950,000 $31.88
Total Spending
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$31,927,500 # 702,405 $17,737,500 # 718,368 $7,095,000 #127,710 $14,190,000 # 676,863
Key Performance Indicators Social Media & Email
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RECOMMENDATIONS
- Linkedin learning is a new platform
targeting L&D teams - L&D specialists and managers should be their main targets.
- A point based earning system will
enable them to lower the subscription prices, and allow the company to increase the Customer Lifetime Value.
- Partnership with the universities will
enable the company to gain traction and improve its presence in the market.
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SUMMARY Q&A
- Our Objective
Increase subscription renewals from Lynda.com to Linkedin Learning by 10%
- Expected Outcomes
Customer Gain : 2.5 million
- KPI’s and Dashboard
MROI : +191.66% Customers : +14.74%
- Recommendations
Target L&D; Partner with Universities
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APPENDIX
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