Peer Assessment: Module 2 Consumer Decision Journey
TASK 3: Review/Research
Business Objectives for Each Scenario
1. Scenario 1: A customer visits Grainger’s website searching for Bosch power tools.
o Business Objective: Influence Consideration
2. Scenario 2: A customer makes a purchase of Bosch power tools on Grainger’s website.
o Business Objective: Improve Sales Process
3. Scenario 3: A customer shares their experience with Bosch power tools on social media.
o Business Objective: Enhance Customer Satisfaction
4. Scenario 4: A repeat customer returns to Grainger to buy more Bosch power tools.
o Business Objective: Increase Customer Retention
5. Scenario 5: A new customer discovers Bosch power tools through a Grainger
advertisement.
o Business Objective: Raise Brand Awareness
Key Questions, Data Needed, and Data Sources
1. Influence Consideration
• Key Questions:
o What features and information are customers looking for when searching for
Bosch power tools?
o How effective are Grainger's product pages in capturing customer interest?
• Type of Data Needed:
o Customer search behavior data
o Website engagement metrics (e.g., bounce rate, time on page)
• Data Sources:
o Google Analytics
o On-site search analytics
2. Improve Sales Process
• Key Questions:
o What are the common obstacles customers face during the purchase process?
o How can the checkout process be streamlined to reduce cart abandonment?
• Type of Data Needed:
o Sales funnel analysis
o Cart abandonment rates
• Data Sources:
o E-commerce platform analytics
o User feedback surveys
3. Enhance Customer Satisfaction
• Key Questions:
o What are the common themes in customer feedback about Bosch power tools?
o How can Grainger improve its customer support and follow-up services?
• Type of Data Needed:
o Customer review and sentiment analysis
o Customer support interaction records
• Data Sources:
o Social media analytics
o Customer service database
4. Increase Customer Retention
• Key Questions:
o What factors drive repeat purchases among existing customers?
o How effective are loyalty programs and retention strategies?
• Type of Data Needed:
o Purchase history and frequency
o Loyalty program participation data
• Data Sources:
o CRM systems
o Customer loyalty analytics
5. Raise Brand Awareness
• Key Questions:
o How effective are Grainger’s advertisements in reaching new customers?
o What is the brand perception of Bosch power tools among new customers?
• Type of Data Needed:
o Ad campaign performance metrics (e.g., reach, impressions, click-through rate)
o Brand awareness surveys
• Data Sources:
o Advertising platform analytics
o Market research reports
Planning Document
Business Objective: Influence Consideration
• Key Questions:
o What features and information are customers looking for when searching for
Bosch power tools?
o How effective are Grainger's product pages in capturing customer interest?
• Type of Data Needed:
o Customer search behavior data
o Website engagement metrics
• Data Sources:
o Google Analytics
o On-site search analytics
Business Objective: Improve Sales Process
• Key Questions:
o What are the common obstacles customers face during the purchase process?
o How can the checkout process be streamlined to reduce cart abandonment?
• Type of Data Needed:
o Sales funnel analysis
o Cart abandonment rates
• Data Sources:
o E-commerce platform analytics
o User feedback surveys
Business Objective: Enhance Customer Satisfaction
• Key Questions:
o What are the common themes in customer feedback about Bosch power tools?
o How can Grainger improve its customer support and follow-up services?
• Type of Data Needed:
o Customer review and sentiment analysis
o Customer support interaction records
• Data Sources:
o Social media analytics
o Customer service database
Business Objective: Increase Customer Retention
• Key Questions:
o What factors drive repeat purchases among existing customers?
o How effective are loyalty programs and retention strategies?
• Type of Data Needed:
o Purchase history and frequency
o Loyalty program participation data
• Data Sources:
o CRM systems
o Customer loyalty analytics
Business Objective: Raise Brand Awareness
• Key Questions:
o How effective are Grainger’s advertisements in reaching new customers?
o What is the brand perception of Bosch power tools among new customers?
• Type of Data Needed:
o Ad campaign performance metrics
o Brand awareness surveys
• Data Sources:
o Advertising platform analytics
o Market research reports
References
• Marketing Analytics Course. (n.d.). Preparing for the Analysis Journey, Part 1.
• McKinsey & Company. (n.d.). The Consumer Decision Journey.
• Grainger. (n.d.). Company Overview. Retrieved from [Link]
• Bosch. (n.d.). Bosch Power Tools. Retrieved from [Link]
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