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 OBJECTIVE increase the number of subscription renewals by 10 percentage points by Dec, 31, 2018.” PAGE 3

“Learn More” Email Marketing Campaign for L&D Personnel “Learn More” Social Media Campaign for University partners MARKETING STRATEGY PAGE 4

Demo Ads 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 Keywords Step 3: Click to site Step 4: Redeem Coupon Step 5: Sign Up before last month on Lynda.com Demo Content PAGE 5

MARKETING PIPELINE PAGE 6

Pipeline Click Through Execution Reach Interest Rate (CTR) 3.21% CONVERSION RATE 90% 55% 6.5% 80 million +2.5m people Customers PAGE 7

COMPETITOR ANALYSIS USERS PRICING COURSES OFFERED CERTIFICATION CREDIBILITY 15 M + Pay per course ranging 65,000+ Free certificate on completion of from 10$ and above. courses. (Huge discounts) ~16 M Approx. 30$ for 6,000 No certification from LinkedIn and Subscription fee charged for Lynda.com Certification. 24 M Free or other low cost 2000 Fee for certification PAGE 8 options available

KPI’s & DASHBOARD PAGE 9

Marketing & Ads Spending Email for reach 20% LinkedIn ADS 45% ● Focus on current subscribers ● Promotion & Deals ● Create awareness to learning ● Keep users posted & development specialists LEARNING Search & Web development 10% Youtube Campaign 25% ● ● Increase more keywords Trailer & Intro leads to the site ● ● Coupon on web for target Free sample classes group PAGE 10

Campaign Dashboard CONSUMERS INVESTMENT $17,737,500 $31,927,500 # 718,368 # 702,405 $14,190,000 # 676,863 $7,095,000 PAGE 11 # 127,710

Key Performance Indicators RENEWAL & NEW CUSTOMERS +14.74% 2,225,000 Total Customer Increased +191.66% MROI until December PAGE 12

Key Performance Indicators New Customer $46.53 Price Per 1 new Customer PAGE 13

Key Performance Indicators Improval Renewal Rate +4.43 % Improval on Renewal Customer PAGE 14

Key Performance Indicators ROI $70,950,000 Total Spending $31.88 Price Per Customer PAGE 15

Key Performance Indicators Social Media & Email $17,737,500 $31,927,500 # 718,368 # 702,405 $14,190,000 # 676,863 $7,095,000 # 127,710 PAGE 16

● 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 RECOMMENDATIONS 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. PAGE 17

● Our Objective SUMMARY Increase subscription renewals from Lynda.com to Linkedin Learning by 10% Q&A ● Expected Outcomes Customer Gain : 2.5 million ● KPI’s and Dashboard MROI : +191.66% Customers : +14.74% ● Recommendations Target L&D; Partner with Universities PAGE 18

APPENDIX PAGE 19

Calculation PAGE 20