I have received an unconventional case from BCG.
Basically, the interviewer asked me to improve ROAS, and there is no way to capture the current ROAS because there is no data to understand the current state.
I have proposed following structure:
1. Split the total customers based on type i.e. B2B & B2C.
2. Collect data & analytics about current marketing campaigns.
3. Identify the performance of existing campaigns i.e current ROAS.
4. Segment & personalise using STP framework:
- Now segment the customer base based on personas.
- Target these segments
- positioning of messaging to suit the target segment.
5. Organise & execute marketing based on on 4P framework.
Finals recommendation:
1. Build the platform and go after well performing segments from step 4.
2. Implement marketing Automation such as Collect better data from all target segments to optimise future campaigns etc
Now I am not sure if I did well or not.
Anyone can recommend a structure to answer this type of question?