module 1 task :1 · w.w. grainger inc. says that e-commerce accounted for virtually all of its...
TRANSCRIPT
MODULE 1 TASK :1
1.Describe the following about Grainger
Its business model and strategy for growth
Grainger is North America’s leading broad line supplier of maintenance, repair and operating
products. Grainger helps customers save time and money by providing the right products and
solutions to keep facilities up and running in North America. Grainger is following all traditional
methods of marketing as well as new one. Their partnership with Bosch clearly indicates that they
are very active and focused towards their marketing strategy. Their strategy for growth is to
maintain the existing customers and create new once for that they are using display advertising,
social media, email marketing, SMS, call center services and lot more. Every year they are coming
up with 100 new power tools so they are keep on updating their stocks as per current requirement
of their clients.i
Its online presence (website traffic trends, social platforms.
Grainger has total 5.30 million visitors every year with average duration of 3.56 min par page and
average no. of pages 4.73. ii
Traffic by Countries
U.S. 85.11%
Canada 1.76%
Mexico 1.65%
India 1.1%
U.K. 0.72%
Traffic Sources on desktop
Direct 22.60%
Referrals 11.54%
Search 62.32% Organic Search :- 84.04%
Paid Key word :- 15.96%
Social 0.76%
Mail 2.20%
Display 0.58%
Grainger is very active on social media they are using following social networking site for sales and
marketing they are getting 0.76 % traffic from social media split in to following: - iii
Reddit 37.89%
Facebook 30.14%
Youtube 15.40%
Linekdin 9.16%
Twitter 3.08%
Its customers (with numbers, segments, demographics, etc.) Include tables for segmenting
the customers on the basis of demography, numbers etc.iv
Country MRO Market
Size
Market
Share
Branches Distribution
Centers
App. No. of
Customers
served in
2015
U.S > $127
Billion
6% 330 19 1,938,00
Canada >$11 Billion 8% 165 5 40,000
Latin
America
>$16 Billion 1% 33 3 50,000
Japan >$37 billion 1% 0 3 789,000
Asia
( China )
>$90Billion <1% 0 1 9,000
Europe
Fabory :
Belgium ,
France ,
Hungary
>$34billion
<1%
73
2
83,000
Cromwell
:UK
>$ 18 billion 2% 67 1 32,000
Zror Europe
:Germany
>$30 Billion <1% 0 0 125,000
Any trends in customer's purchasing patterns
W.W. Grainger Inc. says that e-commerce accounted for virtually all of its growth in 2014.
For the year ended Dec. 31, Grainger, which sells maintenance, repair and operations products ranging from janitorial supplies to machine parts, reported:
E-commerce sales increased 16.1% to $3.6 billion from $3.1 billion in 2013. Total sales increased 5.6% to $9.964 billion from $9.437 billion Net earnings jumped 5.7% to $812.3 million compared with $807.7 million in 2013. The web accounted for 36.1% of all sales compared with 32.8% in 2013. E-commerce accounted for 94.3%, or $500 million, of the growth in all sales of $530 million.
The web is becoming a higher priority for Grainger, No. 13 in the Internet Retailer 2014 Top 500 Guide as corporate purchasing managers look to conduct more of their maintenance, repair and operations purchasing online, including via mobile apps, the company says. Grainger’s mobile app accounts for about 40%—$23.4 million—of the company’s 2014 Internet Retailer-estimated mobile commerce sales of $58.5 million. But within two or three years, Grainger’s mobile app, deployed in 2012, could account for 60% to 70% of all mobile sales, the company says.v
2. Detail the Maintenance, Repair, and Operation(MRO) industry in the North American region,
highlighting any major characteristics, trends and major players.
Some of the largest distributors in Industrial and Construction/Facility MRO markets include:
W.W. Grainger (NYSE: GWW)
MSC Industrial Supply (NYSE: MSM)
The Fastenal Company (NASDAQ: FAST)
Lawson Products (NASDAQ: LAWS)
The North America Industry has always been more competitive and cost sensitive the economic
downturn intensified their aggressive pricing strategies to gain (and retain ) business. Many
integrated MRO services providers are getting parts and operating materials from lower cost
countries, and some are expanding into new products and services. Manufacturers are contracting
with these suppliers for various capabilities , including sourcing , procurement, logistics , reporting ,
invoicing and payment for all parts and services.vi
Word Count :- 692 words
MODULE 1 TASK: 2
1. Describe Bosch's brand with specific focus on the power tools category. This will inform your
marketing and content strategy (Note: Our focus is only the Bosch tools segment and not the entire
Bosch).
Bosch has 1880 associates in Power Tools North America. The Power Tools division of Bosch
Group is the world market leader for power tools and Power tool accessories. The core success
factors are innovative strength and pace of innovation. Each year, Bosch launches more than 100
new power tools onto the market. Their mission is to provide a full line of high quality power toll
accessories for industrial and constriction professionals.vii
2. Describe the primary / secondary customers (See Glossary for definition of audience primary,
audience secondary) that Bosch power tools caters to and list the specific needs of the customers.
Primary Buyers
Most of your revenue from sale of products or services will come from the primary target market.
This market shares common characteristics and behaviors. This market accounts for the highest
volume of sales and are most likely to buy now! When identifying your primary target market, be
precise in your definition of a “primary buyer” so you can focus your marketing efforts where you
will receive the greatest return. procurement officer is the primary buyer and foreman or executive
are Secondary buyers.
Secondary Buyers
The secondary target market includes future primary buyers, which are those buying at a higher
rate within a small market segment and are those who influence primary buyers. Their
characteristics and buying behaviors usually differ from those of the primary target market.
3. Describe any trends that you noticed among the primary/secondary customers.
The primary customer is a procurement officer. Procurement officers wants to buy a product that
will provide a certain quality level and will not malfunction or become obsolete. They also want to
minimize costs to please the Finance Department and shareholders. Secondary customers of
Bosch Power Tools are end user, forepersons and executive. The end user are primarily concerned
with the utility.
4. Describe any existing perceptions of the Bosch power tools that you came across.
(Bosch), the North American branch of the largest power tool and accessory manufacturer in the
world, today announced Chicago-based Tech Image as its public relations agency of record.
“We are delighted to partner with such a well-respected brand”“ Tech Image
brings us a unique digital and creative perspective that will help us tell the Bosch story more
effectively. The agency leverages digital public relations best practices that will expand and
engage our audiences across traditional and new media channels.viii
5. Conduct and present a SWOT analysis of the brand, with specific focus on power tools for the
North American Market. Include Visuals for making a SWOT analysis. A sample visual can be seen
here http://www.investopedia.com/terms/s/swot.asp
SWOT Analysis
Strengths
1. Strong manufacturing base with the engineering skills to make value-added
products suiting to the needs of the regional environment
2. Largest distributor of networking product in country
3. Sales support and after sales service
4. Good brand reputation in the industry
Weaknesses
1. Most of the revenue from country, inability to get many global clients
2. Brand recall is lesser as advertising activity is lesser than competition
Opportunities 1. Digital Marketing
2. R& D investments
Threats 1. competitors
2. High prices
6. List any assumptions regarding overlaps between Bosch and Bosch Power Tools brand image that
you may have made while answering the prompt.
The assumption is that overall brand image of Bosch overlaps and helps the brand image of Bosch
power tools .
7. Describe Bosch's Power Tools online presence on various social media and other online channels
( including Bosch Power Tools website).
Bosch Power Tools Facebook Page. Available at https://www.facebook.com/BoschToolsNA.
106,481 likes , Bosch Twitter A/C :-26.5K followers ,
Bosch Power Tools LinkedIn Page. Available at https://www.linkedin.com/company/bosch-power-
tools. 10,001+ employees , Bosch Power Tools Main Page. Available at
http://www.boschtools.com. Bosch Power Tools Main Page. https://www.tumbr.com/tagged/bosch-
power-tools. Bosch Power Tools USA Website. Available at https://www.bosch.us. Bosch Power
Tools Website. Available at https://www.boschtools.com. . Bosch Power Tools YouTube Page.
Available at https://www.youtube.com/user/BoschToolsNA. 861733 views
Word Count : 694 words
MODULE 2 TASK :2
The decision-making process is now a circular journey with four phases: initial consideration; active
evaluation, or the process of researching potential purchases; closure, when consumers buy brands;
and post purchase, when consumers experience themix.
Scenario CDJ specific concerns of Customer
Scenario 1 Initial Consideration Customer is confused with lots of advertisements,
offers and brands. ZMOT is a most confusing stage of
CDJ
Scenario 2 Active Evaluation At this stage buyer already made up his mind to buy
Bosch Power Tools, now his main concern is look for
best offer which Grainer can offer or some other
competitor, here buyer going to compare Grainer with
others key distributors.
Scenario 3 Loyalty Loop Here the customer already using Power Tools but due
to advertisement or better offer he shifts to different
category.
Analysis :-
Scenario 1: Audiences that visit Boschtools.com, look at a power tool (for example a drill), but
do not visit Grainger.com
In this scenario Bosch tools should display an advertisement of Grainger.com on their web
page so that it could attract the buyer and buyer will go Grainger.com for further action. The
advertisement should be catchy to attract buyer’s attention. Boschtools .com can send email
to customer who visits their sites to buy Power tools from Grainger.com. Here traffic analysis
of Boschtools .com is required. his data will help to Build awareness among the power tools
customers.
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
In this scenario Grainger .com should run some promotion on Bosch Power tools products
like discounts which have time frame like buy now and get 5% off on other power tools
product so it will attract the customer to make purchase as he was just visiting the site and
not making any purchase. This shall push the buyer to take immediate decisions to buy.
Even they can send promotional email to website visitors and ask them to register on
Grainger.com.x
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
Here it requires to improve the loyalty with existing customer by sending him promotional
email and offers. For that data has to be analyzed, web traffic, items they are looking for ,
purchases they have made . Marketers have long been aware of profound changes in the
way consumers research and buy products. Yet a failure to change the focus of marketing to
match that evolution has undermined the core goal of reaching customers at the moments
that most influence their purchases. The shift in consumer decision making means that
marketers need to adjust their spending and to view the change not as a loss of power over
consumers but as an opportunity to be in the right place at the right time, giving them the
information and support they need to make the right decisionsxi.
Word Count :- 509 Words
MODULE 2 TASK: 3
Scenario Key Questions
Business Objective1
Data Required Data Sources 2
Scenario 1 DO the Customer
know that
Grainger.com
carries Bosch
Power Tools?
Build
Awareness
Here the data required is
web traffic and customer
data base of Bosch.com
Clickstream3
Traffic,
desktop and
mobile search
activity ,
Trends and
Traffics
Analysis
Scenario 2 Influence
Consideration
Do customer
wants more
information of
Grainger . com
Power tools
section like
prices and
services ?
Here Click stream Traffic
of both Grainger.com and
Bosch tools.com, Mobile
and web search activities
Trends and
Traffic
Analysis
Analytics
1 http://www.kaushik.net/avinash/competitive-intelligence-data-sources-best-practices/ 2 http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey 3 https://www.google.com/trends/ ,
Scenario 2 Improve Sales
Process
Is there any
increase in
sales of Bosch
Power tools on
Grainger .com
?
Number of Customers
buying Powertools from
grainger.com is required
Google Web
Optimizer
Scenario 3 Reposition the
Brand
How to Improve
Brand
experience so
the customer
who visit
Grainger buy
Bosch Power
tools ?
For this Voice of
Customer is required,
views and comments of
existing customers on
social networking sites
can be useful. Customers
experiences and after
sales serves of Power
Tools are useful
information.
Customer
Survey ,
Tweeter , and
facbook
followers and
their
comments
and feedback
Surveys by
Grainger and
Bosch about
Powertools
Scenario 3 Grow Loyalty Are customer
ready to
advocate
BoschTools ?
For the Customer survey
required
Customer
Surveys .
Email advertising can be used across all phases in the Customer Decision Journey, carrying different messages to each audience. This message should be relevant to the audience and moreover to the place on which this audience is set. Since Grainger already has the email address of this person, this means two things. 1. That this person is already a customer of Grainger 2. That this person has shown some interest in Grainger products.
Therefore, the audience of the email campaign is either on 1. Post-Purchase Experience 2. Initial Consideration Set To drill down Grainger can filter through its database the customers that bought Bosch tools and so the messages sent to these two audiences should be 1. Voice of Customer (Do the experiences delivered fulfil consumer expectations?) • Consumer Satisfaction • Product Reviews • Relevant Product Offers etc. 2. Loyalty Relationship (Am I part of the initial consideration set?) • New Products • Offers Display Advertising should be used on both Audience Profiles4 Scenario 1: Remarketing from Boschtools lists can be used to show this audience Grainger banner ads and drive them to the website. • Scenario 2: The specific cookie and reference analytics can be used to identify this audience and when they login into the website show them a relevant banner add with new tools or promotional offers. • Scenario 3: Tracking of this audience should be as above and the promotional banners can follow them across all Grainger website. * For all campaigns to be more productive the Bosch power tools landing
Word Count : 474 words
4 https://www.pdf-archive.com/2012/07/29/web-analytics-2-0-avinash-kaushik/web-analytics-2-0-avinash-kaushik.pdf
MODULE 3 TASK :2
DATA Collection and Key Performance Indicators (KPIs)56xii7
Objective Key Performance Indicators (KPIs)
BUILD AWARENESS Acquisition KPIs :-
Click through Rate-
Bosch Power Tools
Page and Ads
% New Visits – Bosch
Power Tools Page and
Ads
CPC on Ads or Cost Per
Mile on Ads
CPA or Impression on
Ads
Behavior KPIS:-
Bounce Rate on
Boschtools.com ,
Ads and Grainger
.com
Depth and Length
of Page Views
Shopping Cart
Abandonment
Rate on E pro
Loyalty on
Boschtools.com
and Bosch P0wer
Tools page on
Grainger .com
Event per Visit on
Boschtools.com
and Bosch Power
Tools
Outcome KPIs :-
Return on
Advertising
spend
(ROAS)
Days to
Conversion
on Ads
%Assisted
Conversion
Rate .
Objective (KPIs)
INFLUENCE
CONSIDERATION
Acquisition KPIs :-
Click to Open (CTO ) on
email asking customer
to join the Email
Registry
Unique Open Rate /
Site Traffic
CPA on Email
Behavior KPIS:-
Bounce Rate on
Email, Email
Registry
Depth and Length
of Page Views
Shopping Cart
Abandonment
Rate
Outcome KPIs :-
Database
Conversion
Rate on
Registrants
in response
to Email
5 http://www.kaushik.net/avinash/best-web-metrics-kpis-small-medium-large-business/ 6 http://www.practicalecommerce.com/articles/67353-7-Crucial-KPIs-for-Email-Marketing- 7 https://www.impactbnd.com/blog/8-social-media-kpis-you-should-track-and-monitor
Session Length on
mobile email
registry
application /
Loyalty
Event per Visit on
Bosch tools.com
and Bosch Power
Tools Page .
ROAS – Sales
Conversion
Rate / Days
to Sales
Conversion
on Email
% Assisted
Conversion
Rate .
Objective Key Performance Indicators (KPIs)
Reposition the
Brand
Acquisition KPIs :-
CTO on email asking
the customer to
complete a survey
indicating reasons why
they might shop on
Grainger.com again
Unique Open Rate /
Site Traffic
% New Visits on Survey
Page and Bosch Power
Tools Page on Grainger
.com
CPA on Email and
Survey Page.
Behavior KPIS:-
Bounce Rate on
Email, Email
Registry
Depth and Length
of Page Views
Shopping Cart
Abandonment
Rate
Session Length on
mobile email
registry
application /
Loyalty
Event per Visit on
Bosch tools.com
Outcome KPIs :-
Database
Conversion
Rate on
Registrants
in response
to Email
ROAS – Sales
Conversion
Rate / Days
to Sales
Conversion
on Email
% Assisted
Conversion
Rate .
Objective (KPIs)
IMPROVE SALES
PROCESSES :-
Acquisition KPIs :-
CTO on email giving
necessary details on an
ePro order
Unique Open Rate/ Site
Traffic
CPA on email
Behavior KPIS:-
Bounce Rate on
Email , ePro and
Bosch Power
Tools Page on
Grainger .com
Outcome KPIs :-
ROAS -Sales
Conversion
Rate on
Days to
Conversion
Depth and Length
of Page Views
Shopping Cart
Abandonment
Rate
Session Cart /
Loyalty
Events Per Visit on
Boschtools.com
on Email and
e Pro
% Assisted
Conversion
Rate
Objective (KPIs)
INFLUENCE
CONSIDERATION
Acquisition KPIs :-
Click to Open (CTO ) on
email asking customer
to join the Email
Registry
Unique Open Rate /
Site Traffic
CPA on Email
Behavior KPIS:-
Bounce Rate on
Email, Email
Registry
Depth and Length
of Page Views
Shopping Cart
Abandonment
Rate
Session Length on
mobile email
registry
application /
Loyalty
Event per Visit on
Bosch tools.com
Outcome KPIs :-
Database
Conversion
Rate on
Registrants
in response
to Email
ROAS – Sales
Conversion
Rate / Days
to Sales
Conversion
on Email
% Assisted
Conversion
Rate .
Objective (KPIs)
REPOSITION THE
BRAND
Acquisition KPIs :-
CTO on email asking
the customer to
complete a survey
indicating reasons why
they might shop on
Grainger.com again
Unique Open Rate/ Site
Traffic
% New Visits on Survey
Page and Bosch Power
Tools Page on
Grainger.com
CPA on email and
Survey Page.
Behavior KPIS:-
Bounce Rate on
Survey Page and
Bosch Power
Tools page on
Grainger.com
Depth and Length
of Page Views
Shopping Cart
Abandonment
Rate
Session Length on
e Pro app/ Loyalty
on Bosch Power
Tools Page
Event Per Visit on
Boschtools.com
Outcome KPIs :-
ROAS- Macro
conversion/
Micro
conversion
Rate on
Email and
Survey Page
Days to
Conversion
on Email and
Survey Page
% Assisted
Conversion
Rate .
Objective (KPIs)
Improve Sales
Processes
Acquisition KPIs :-
CTO on email
giving necessary
details on an
epro order
Unique Open
Rate/Site Traffic
CPA on Email
Behavior KPIS:-
Bounce Rate on Email ,
ePro and Bosch Power
Tools Page on
Grainger.com
Depth and Length of
Page Views
Shopping Cart
Abandonment Rate
Session Length/ Loyalty
Events Per Visit on
Boschtools.com
Outcome KPIs :-
ROAS -Sales
Conversion
Rate on
Days to
conversion
on Email and
ePro
%Assisted
Conversion
Rate
Data Collection – Potential Biases: - Biases can arise when inappropriately phrasing and ordering
questions ( questionnaire bias)xiii, allowing preconceived notions to influence how data is evaluated (
interpretation bias) and incorrectly choosing a survey sample to represent a market segment ( sampling
bias). All can be overcome and the one that could have the greatest influence on the actual success of
the marketing strategy is interpretation bias.
Interpretation bias is not likely with descriptive analysis, as it involves the reading of directional data on
customer’s affinity for a brand or product. Directional data that would be the focus of descriptive
analysis would include many of the Key Performance indicators mentioned above, including Click
Through Rate (CTR), Click to open (CTO) Rate, Percent New Visits, Bounce Rate and Applause rate, There
is a greater propensity for interpretation bias with other analytical techniques, particularly the making of
patterns in exploratory analysis, finding casual connections or predicting outcomes from certain known
events. To avoid interpretation bias to influence these analytical techniques, time -tested logic and
reasonableness tests and approved statistical methods should be utilized.
For example, we can make exploratory patterns correlating two or more data points-such as the CTO
rate for an email with a customer testimonial touting Grainger’s brand attributes and a future sale on
Grainger.com reflected in the Conversion Rate. But it is important to recognize that correlation does not
always equal causation. Grainger cannot be absolute certain that a cause and effect relationship exist
between the content marketing contained in the email, the Megaphone of the Monitored social media
feedback, and the desired option, the sale of Bosch Power Tools on Grainger .com. unless we perform a
confirmatory customer survey for verification.
Word Count: -1007 words
MODULE 3 TASK 3
Data Analysis – Analysis to be performed On the Data Collected and KPIs
Measured
By listening to data points and measuring KPIs, relevant, powerful insights can be
developed the communicated and distributed to Grainger’s target markets of
procurement officers and end Users.xiv To generate relevant, powerful insight,
descriptive, exploratory, casual, inferential and predictive analyses are required.
Many of the data points and KPIs Grainger should measure require descriptive
analysis. For example, analyzing the behavior of clicking in the CTR KPI reveals that
the customer has awareness of the brand. Exploratory analysis takes the descriptive
data and forms patterns of customer activity such as the pattern of a CTO on an email
and a subsequent purchase on ePro. Causal relationship may be deducted from the
exploratory analysis, such as the possibility that adding specific email content brought
about a desired outcome, a sale on Grainger.com. However, this causal connection
must be later verified through survey research. When responses to the customer survey
are received, Grainger can verify the casual relationship and make inferences about the
larger market segment. Then, Predictions can be made about expected behavior of the
market segment – when one variable exists, another variable will soon follow.
Data Analysis – Benchmarks for Data Collected
To Achieve this goal of a 10% increase in sales of Bosch Power Tools on Grainger.
Com , Online customer activity will need to reach certain benchmarksxv
Display Ads- Facebook , Answer.com and Invitation to join Email Registry
The benchmark CTR for display for Google Adwords should be at least.35, the
industry average.xvi This CTR rate is achievable. According to Similar Web site
traffic taken the past three months, Grainger’s actual display CTR for all search
engines is .43.xvii
Based on industry average , Grainger ‘s benchmark CPA for display should be
$34.425 or lower .xviii
Email- Follow Up To Email Registrants Touting Grainger’s Advantages
Using industry average , Grainger ,s benchmark CTO rate for these emails
should be at least 19,19% and the bounce rate .365% or lower .xix
Email -Details On ePro Purchase
For email recipient who have attempted a purchase and abandoned a shopping
cart, the CTO should be 21.52%, Mail Chimps CTO Rate for Retail, and achieve
the median Sales Conversion rate of $28.50
For email recipients who made a past purchase, CTO should be 30%, HubSpots
eCommerce CTO industry average and better than the median Conversion Rate
of $28.50.
Social Media Activity- Email with youtube Video / Invitation To
Ambassadorship
If there are 1.4 million Grainger customers and 19.19% percent open the email, it
is hoped that at least one percent would view the YouTube video.xx
The benchmark number of social media interactions with the post by the social
media ambassador would be 11.4xxi
Data Analysis – Summary of Insights -The 60 Second Story
Grainger will utilize display ads, email content marketing and social media
outreach to attract customers and increase sales. By retargeting display ads at
new customers who visit Boschtools.com , Grainger will convert more customers
and should easily achieves the -35benchmark. Grainger can meet the median
email conversion rate of $28.5 with customers who abandon a shopping cart, and
improve upon that figure with past customers. Since word of mouth advertising
has been shown to cinch new or repeat purchase, this should be also be a
lucrative, marketing strategy for Grainger.
Word Count :-548 Words
i https://www.facebook.com/grainger ii https://www.similarweb.com/website/grainger.com iii https://www.similarweb.com/website/grainger.com, http://www.alexa.com/siteinfo/grainger.com iv [PDF]2015 Fact Book - Investor Relations Solutions
phx.corporate-ir.net/External.File?item... v https://www.internetretailer.com/2015/01/27/e-commerce-accounts-nearly-all-graingers-growth vi https://www.internetretailer.com/2015/01/27/e-commerce-accounts-nearly-all-graingers-growth vii http://www.boschtools.com. Bosch Power Tools Tumblr Page viii http://www.businesswire.com/news/home/20150709006130/en/Bosch-Power-Tools-Selects-Tech-Image-Public ix http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey x http://www.kaushik.net/avinash/competitive-intelligence-data-sources-best-practices/ xi http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/the-consumer-decision-journey xii E marketing- Essential guide to marketing in digital world 5th Addition for suggested KPIs on Brand Awareness xiii http://www.pewresearch.org/methodology/u-s-survey-research/questionnaire-design/ xiv Kevin Hartman, “Data ,Data Everywhere Part 1 xv https://www.searchenginejournal.com/highest-lowest-average-ctrs-google-adwords-industry/ xvi https://www.searchenginejournal.com/highest-lowest-average-ctrs-google-adwords-industry/ xvii http://searchengineland.com/new-benchmarks-google-adwords-cost-%09per-acquisition-across-20-industries xviii https://econsultancy.com/blog/67649-the-ultimate-2016-email-marketing-benchmark-guide xix https://econsultancy.com/blog/67649-the-ultimate-2016-email-marketing-benchmark-guide xx http://mailchimp.com/resources/research/email-marketing-benchmarks/ xxi http://www.emarketer.com/public_media/docs/eMarketer/Email_Marketing_Benchmarks_Key_Data_