From October 2018 to January 2019, I took an online digital marketing nano-degree program from Udacity. I wanted to bolster my marketing skillsets especially when it came down to launching creative campaigns and evaluating success.
The course started with a focus on how to understand the costumers that align with what your business provides. Then using that info to create a one liner that lays out the company's value proposition. 
A note card like template with the headline "Value Proposition Template" and a list of 6 words to the left a blank underline to the right of it and a parentheses to the right with words in it.
In my case I was selling the Udacity online program and so my one liner was:
For career focused individuals who are interested in the marketing field, our online nanodegree program offers valuable technical and career marketing skills unlike other online marketing programs like Hubspot Academy or Udemy, our offer incorporates real-world projects to give students platform specific skills, along with content that encompasses a broad-based understanding of the marketing ecosystem.

This template works, in my opinion, because it focuses on the industry your product is in, keys in on competitors so you have an eye on who you're competing with, and spotlights/forces you to think about what makes your product different. 
Once you build this out you can start focusing on the tools that are best at reaching those customers and taking them through the customer journey of finding out about your product, wanting your product, and finally taking an action.
A mapping of graphics with the headline "The Customer Journey" and 5 graphics below it with dotted arcs connecting the graphics.
The program had many parts and below I plan to focus on my learnings in choosing key performance indicators (KPI), using marketing tools (moz, google adwords, semrush, etc.), and evaluating the KPIs using the tools I learned.
To build out KPIs I was presented with a marketing framework. This framework involved knowing the 5Ws and 1H of the company/product. What: what are you trying to sell? Who: who needs what you are selling? How: how do you structure a message that will reach out to them? Where: where do those customers get information, facebook, email, friends, etc.? When: when they are getting that information, at what stage are they when it comes to buying, are they ready to buy, are they browsing, or are they not even aware they have a problem? Measuring all this requires the metrics defined by the. Why: why are we marketing to them, is it to build awareness, to have them buy immediately, or to have them engage and learn more about what we have to offer? This why is the marketing objective you build your KPIs on to measure and evaluate success.
A circular loop with when at the top, where at the bottom right, and how at the bottom left all connected by arrows connecting them in a loop. In the middle of the circle is three circles with the text, Who, What, and Why.
Two rectangles a slim one on top and a taller one on the bottom. They both have text around KPI inside them.
I used this workflow first hand in the program by building, executing, and evaluating a facebook ad.
What I was selling was the Udacity nano-degree 3 month course. I was selling to consumers who were like me, around 22-29 year olds, who wanted more marketing experience. I decided to go with a message of aspiration and growth since reading stories of other people moving up in their careers through the program encouraged me to sign up. I was given facebook as the channel and since I knew it was a platform where people gather information, I focused my objective on getting people to take action to learn more about the program on facebook. My full marketing objective was:
Have 100 people click on the “sign up” link for the e-book throughout November 2018 at a $100 budget.
I wrote the copy and used the photos on the facebook gallery to create 2 ads for A/B testing.
Two facebook advertisements side by side. The one to the left has text and then a picture of the beach with the text "Time for Change". On the right is text and below that is a female with her arms wide out and clouds above her.
I ran the campaign for a week and at the end of the campaign, my results were as follows.
A table with a single row of data. The columns are campaign, results (link clicks), Reach, Cost Per Click, and Amount Spent
Vertical bar charts with 4 categories (audience network, facebook, instagram, messenger) and 2 bars next to each other for each category.
A horizontal bar chart with a split in the middle and the charts going left and right with the category of ages and groupings of 13-17, 18-24, 25-34, 35-44, 45-54, 55-64, and 65+
I went over budget by $5, but I surpassed my expected engagement by an extra 45 clicks. This was a success!
The next application of this was evaluating the SEO on Udacity's website. This involved evaluating work that was already done and seeing if there were ways to improve on it.
I used the SEO audit site MOZ link explorer to see how well Udacity was doing in SEO search. I found the backlinks leading to the Udacity site. I then used SEMRush and research to consider a strategy for improving Udacity's SEO.
A dashboard of bar charts and below that is an array of drop down menus and below that is a table.
A table view with the columns Backlink and Domain Authority (DA)
2 out of the 3 top backlinks, aka links that get people to the Udacity programs site, were developer logs. Most people doing the program will not be developers, so while it is beneficial to be on a google and mozilla webpage, publications like NYTimes would led to a stronger conversion. 
With that in mind I made these three website recommendations.
A table with 9 rows with the 3 rows (Site Name, Site URL, and Organic Search Traffic) bundled together and repeated
These are websites focused on marketing where people looking to expand their careers would potentially land. Seeing the program prominently on these sites would lead to higher conversion potential.
Putting my facebook campaign skills together with my keyword research on Moz and SEMrush, I was tasked with running a google adwords campaign. This put together the data analytics of the facebook campaign and the keyword thinking of the SEO analytics. My marketing objective for this task was:
Obtain 15 clicks to the free HTML5 course from google search ads during December 2018 with less than $100.
I broke the campaign into two sub groups. Those who were curious about web development and programming, the first keyword list below, and those who were actively seeking web development resources, the second keyword list below.
A top area with two phone tops cut by a third and below that is a Keyword List
A top area with two phone tops cut by a third and below that is a Keyword List
A dashboard of charts: bar charts, a geo map, and a heat map chart.
A dashboard of charts: a line chart and table views
A table with the column headers, ad group, Interest (Ad 1), Desire (Ad 2), Total
With a KPI of getting 15 clicks to the free HTML course, my result of 144 clicks destroyed my low expectations.
Additionally I was not expecting any conversions, so a conversion of 12 people signing up to take the course was also an indicator that I had chosen good keywords.
I spent on average $0.61 per click which is $0.10 over my max CPC (cost per click) bid. The CTR (click through rate) of 1.75% makes it feel worth it though.
My desire ad group had a better CTR of 1.84% compared to 1.44% for the other ad group. Yet the CR (conversion rate) of my interest group was 11.54% compared to a lower 7.63% for the desire group. I think this is because people in the desire stage know of other resources for web programming and therefore compare with a sharper eye, whereas people are curious who click the ad have less programs to compare it to and therefore sign up since it is free. 
Pulling together the data I gathered from the google adwords and facebook campaign and few other campaigns in the program, I was able to extrapolate what a $50,000 media spend would look like for the final assignment. The cost of the Nanodegree is $999, and we assumed a profit margin of 30%, meaning that Udacity makes $299 in profit per student that signs up. 
Awareness: Budget Allocation for Media 
A table with the column headers channels, planned spend, cost per click, number of site visits, average conversion rate and total sales
Interest: Budget Allocation for Media 
A table with the column headers channels, planned spend, cost per click, number of site visits, average conversion rate and total sales
Desire: Budget Allocation for Media 
A table with the column headers channels, planned spend, cost per click, number of site visits, average conversion rate and total sales
ROI: Budget Allocation for Media
A table with the column headers Phase, Total Spend, Total Number of Site Visits, Profit Per Sale, Total Profit, and ROI
While there is a lot more profit gained in the desire stage, I still focused some spending on awareness and interest to get students aware and interested in the program. Spending to bolster the entirety of the customer is what yields the best result. We still want to aim for profits though and therefore I put more than half of my spending on converting those seeking a marketing program. 
This was an overview of the planning, execution, and evaluation methods I learned through the Udacity program. You can read the full documentation of the work I did in the program here, which includes doing customer discovery, writing blogs, evaluating display ads, and more. 

Other Projects:

Prototyping A Data Visualization System
My prototype for a design analytics agency that would incorporate their 5 different metrics of data into one visual display. Doing user interviews, competitive analysis, and mockups I was able to deliver a prototype of an interactive mobile and web interface showing 15+ screens of user interaction in adobe XD.
Design, Research, Data Visualization
CoreConnect Conference
Design assets I created to promote the CoreConnect conference on Instagram, Twitter, Facebook, and Linkedin which reached 500 organic impressions and 2,000+ paid impressions within the span of a week. The assets were designed to work with each platforms best standards and aspect ratio.
Graphic Design, Social Media Marketing
IDM Showcase Lead
As a major-wide school show, the IDM showcase presented works from all the students at NYU's Integrated Digital Media program. I lead 15 dedicated students to run this fantastic showcase of 100+ projects that was attended by 250+ attendees!
Leadership, Organizing
Graphic Design
These are some of the posters, signage, and logos I have created for emails, display boards, and flyers going to 1,000+ / 10,000+ students from 2014 - 2018.
Graphic Design, Flyer
Spectra (Showcase Website)
Documentation of my design and development of a webpage displaying ~17 student thesis projects for a 300+ publicly attended student showcase while working as a Web Content Manager at NYU. This was done alongside my project lead responsibilities of supporting budgets, team meetings, and organizing the 5+ student teams who made the showcase a success.
Web Development, Web Design, Web Scraping
Relax in Virtual Reality (VR)
A summary of how I prototyped a meditation virtual reality experience for android phones. In order to prepare people for the virtual experience I had a physical setup with a grass mat. I received positive feedback from 7 people as well as ways to improve on it.
Experiential Design, Environment Building, Virtual Reality
Handwashing: Positivity Through Marketing
Discovering that 1/3 of Americans skipped washing their hands after using the bathroom, a team and I decided to do a campaign to reduce that number. We created a positive campaign to encourage people to keep their hands clean and spread love through clean hands.
Marketing, Videography, Experiential Advertising