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Justifies the technology and software used to analyse their findings and why others were not suitable (K8, S18).

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Evaluates the suitability of different marketing channels for building and implementing campaigns, making valid and evidence based recommendations for change (K12, S6).

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Analyses the impact of customer targeting and make evidence based recommendations on how to improve the customer journey (K21, K22).

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At the end of this session, you will understand:

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At the end of this session, you will understand:

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Your EPA timeline​

The components of the Portfolio Interview​

How to demonstrate competence in your answers for Distinction questionsHow to structure your Project Report​

Understand the general questions the EPA will ask​

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The customer journey including customer offline and digital touchpoints, customer personas, how to engage customers at different stages of their journey, sales funnels and how to segment an audience for targeting.

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The impact marketing has on the level of customer service or the customer experience, including community management channels

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1. Can you describe a specific campaign where you analysed customer targeting and its impact on results? What were your key findings?

2. How have you used data or evidence to recommend improvements to a customer journey? What changes did you propose and why?

3. Tell me about a time when you identified gaps in the customer experience. How did you measure the impact of these gaps, and what solutions did you suggest?

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Common marketing channels, cross channel behaviour, and how to manage and operate an integrated campaign using online and offline channels.

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Builds and implements campaigns across a variety of offline and digital media platforms.

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Researched new channels such as TikTok, found data to suggest TikTok would get more engagement with content being put out to target audience.

Snapchat also researched, but it doesn’t seem applicable at this point

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1. Can you describe a recent marketing campaign you worked on and explain how you evaluated the effectiveness of different marketing channels used?

2. What data or metrics did you use to assess the performance of various marketing channels in a recent campaign, and how did this inform your recommendations for future campaigns?

3. Tell me about a time when you suggested changing or adding a marketing channel for a campaign. What evidence did you use to support your recommendation?

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Current and emerging technologies, software and systems which impact on marketing.

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Use data analysis tools to record, interpret and analyse customer or campaign data.

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1. Can you explain why you chose [specific technology/software] to analyse your marketing data, and how it was more suitable for your project compared to alternative options?

2. Describe a situation where you had to evaluate different analytical tools for a marketing task. What criteria did you use to make your final selection?

3. How did the technology or software you used for data analysis in your recent marketing campaign contribute to the accuracy and relevance of your findings?

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Question 1:

I organised the Camberley Classic Car Show last year to generate leads and increase brand awareness for an insurance company. The event was expected to attract families with children, so we needed to make our stand engaging.

We focused on families by offering cardboard helmets that children could wear. This was a deliberate choice to avoid typical merchandise that might be easily discarded.

We collected three times more leads than expected. The policies that went on cover paid for the event and more.

Nearly 1000 helmets were made and distributed, making our stand the busiest at the event.

Key Findings: Family Engagement: Targeting families helped us reach a broader audience.

Interactive Elements: The helmets were a hit, drawing people to our stand.

Memorable Experience: By focusing on fun for children, we indirectly engaged parents who are key decision-makers for insurance.

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Question 2 - Looking through our subscriber list there are a lot of subscribers which have not been interacted with our medium to low engagement subscribers so I decided to created 2 similar emails targeted two them but ever so slightly different to cater to them. We had a very good response from it generated over £4500 and now we are slowly building out our email flows and make it very efficient. This now means the customers which have not opened or clicked our emails in a while will now be able to gain trust and be able to get our sales email etc

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Question 1:

For our Harrogate boutique campaign, we relocated all prom stock to this location and hosted a free-to-attend prom event to drive footfall and sales. The event resulted in 4 prom dress sales on the night and 3 future appointments, showing a positive response from our target audience.

Key findings: In-person events increase engagement, free attendance removes barriers, and targeted stock placement boosted conversions.

While foot traffic was strong, a longer promotional period (as we turned the event round in 4 weeks) and strategic follow-ups could enhance future results. The campaign demonstrated that events effectively drive immediate sales and builds a pipeline of potential customers for revenue growth.

From this event we also got a lot of prom content which was shard as a separate campaign to increase prom sales across all stores.

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1. When running two seperate paid campaigns one on Google and one on Meta using the same image and copy to find out which platform could see more conversions. Meta outperformed Google significantly leading me to believe our audience engages more with Facebook or Instagram than Google. Therefore to increase conversions we could move the remaining budget from Google to Meta

2. Our customer journey could be improved by making adjustments to our targeting and content marketing on X. As seen in social reporting data X, is a highly underperforming platform for us seeing extremely low metrics in comparison to our other channels. This leads me to believe X could be a pain/drop off point for our consumers therefore adjusting our targetting or content markting could fix this

3. I had been running a website page that was having issues with longer run times due to incorrect image compression. I amended this, making the page run faster.

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Can you describe a specific campaign where you analysed customer targeting and its impact on results? What were your key findings?

As part of the Open Evening Campaign, I organised marketing comms across online and offline channels. I used platform specific analytics and feedback forms to gather data on the performance of each of these channels.

Manchester Academy is active across multiple social media channels including Instagram, Facebook, X, TikTok, BlueSky, and LinkedIn. Each channel provides a specific purpose. App-specific analytics, feedback, and general monitoring suggests that students are the

audience on Instagram and TikTok. Parent and carers are using X, Facebook, and BlueSky. Organisations and professionals seeking job opportunities are active on LinkedIn.

Based on evidence from past marketing campaigns, it’s known that social media isn’t the strongest performing channel. This is due to difficulties when communicating with the target audience as many parents/carers struggle speaking English, or don’t regularly engage with the internet. Therefore, offline promotion is vital for driving awareness and

encouraging engagement.

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Question 1:

We focused on TikTok, Instagram, and Facebook to reach brides of all ages while excluding LinkedIn, as our B2C focus made it irrelevant. TikTok was used for viral-style content and trend-driven engagement, Instagram for aesthetic inspiration and direct messaging, and Facebook for community-building and targeted ads. We evaluated effectiveness through engagement rates, website traffic, and direct inquiries. TikTok drove the highest engagement, while Instagram generated the most appointment bookings, and Facebook performed well for ads but had lower organic reach.

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Question - 2 Looking at our data on Hootsuite we noticed that posting 5 times a day was very time consuming and taking up a lot of time and would it be worth posting 3 times a week when that time can been focused on other projects. We assessed our performances on each posts for different social media platforms and it turned out our facebook platform was not getting as much impressions and interactions, we therefore reduced our posting to 3 times a week rather than 5. This therefore led to more time spent on other projects and reducing facebook posting. When comparing data from a year ago we can notice that month to month we have not lost any interactions and leads.

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Question 3:

X has been receiving less engagement from our target audience. Unlike Instagram, X, and Facebook are the two main social media platforms used by parents at the Academy. The lack of engagement is a growing concern as we use X to host signposting content and promote upcoming parent events.

I suggested that the recent disinterest in X is because of the changes made by the company, rather than the content we are posting. From this, we decided to create an account for the Academy on BlueSky. Which is an emerging social media platform, similar to Twitter.

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I recently identified an opportunity to enhance our company's marketing strategy by suggesting the addition of TikTok and Instagram to our marketing channels. As our insurance company expanded into the commercial sector, I recognised that our traditional marketing approaches, which primarily targeted an older demographic preferring face-to-face contact, needed to evolve.

To support my recommendation, I put together a business case for our centralised marketing team. My proposal was based on the observation that many self-employed businesses, a key target for our commercial insurance offerings, were actively using these social media platforms. I argued that by establishing a presence on TikTok and Instagram, we could effectively reach and engage with this new category of potential clients.

I also highlighted the geographical advantage of our company's structure. With branches located up and down the country, I proposed that we could tailor our social media content to focus on specific areas relevant to each branch. This approach would allow us to create more targeted and locally relevant marketing campaigns.

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Q3.

When running a campaign surrounding ‘Skills Bootcamps’ with the goal of maximizing conversions, I ran a range of campaigns to support this with the primary channels being ‘Google Ads’ and ‘Meta Ads’, using Google and Meta ads built in analytic tools and comparing the data it was clear that Meta was outperforming Google seeing a much lower cost per click of £0.20 in comparison to Google at £1.20 cpc.

Alongside this, Meta was also seeing much higher impressions and conversion rates. As a result, I decided to stop running the paid ‘Google Ad’ and bring the remaining budget to the ‘Meta Ad’ and make minor adjustments to improve performance, like adding music. This caused an even lower cost per click of £0.18 and caused us to receive a better outcome.

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There are a lot of different marketing data channels that we may use this can be inbult analytics like hootsuite and mailchimp or it could be a external company who manages our google ads and reports back to us with the data and performance of our campaigns. A lot comes down to if the data is accurate and how easy it can be to follow the data and extract the data to a spreadsheet. A lot of the time it can come down to cost when we have inbuilt data, do we need to pay for semrush when we can access our data through the platform. I would not say is it more suitable but rather is it worth spending for another platform when we can use the inbuilt data platform but i would use semrush as it has further data which may benefit us even more.

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Question 1:

In the past, I would record footage on the marketing iPad and upload it to Canva to edit and add music. However, during CPD training, I was shown that its far easier to edit video content directly in Instagram.

The process is quicker, easier, and more secure. Video content used to be filmed and uploaded to a shared space on Microsoft Teams. Benefits of this method included collaboration and accessibility,

colleagues could download footage to use and share. However, this was also a detriment as content became hard to keep track of, could be wrongfully shared, or forgotten about.

Editing content with Instagram keeps everything on one device, where the footage is stored and deleted when required. Rather than having shared access, I’m the only person who can edit and share the content, making

the process more secure. Editing footage through Instagram also boosts engagement. The music available with Canva is heavily restricted by copywrite laws, however Instagram has a far better selection and suggests trending audio and hashtags.

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Question 1:

We used Meta Suite Analytics to analyse our Instagram and Facebook marketing data because it provides real-time insights, audience demographics, and engagement tracking across both platforms in one dashboard. This was more suitable than third-party tools like Google Analytics for social media performance, as Meta Suite offers in-depth ad performance metrics, post engagement trends, and conversion tracking directly linked to our campaigns. It allowed us to compare engagement rates, identify top-performing content, and adjust targeting strategies in real-time. Unlike broader analytics tools, Meta Suite is tailored for social media marketing, making it the most efficient choice for our campaign.

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Q1.

I currently use Meta Business suite, LinkedIn Analysis and Twitter analysis. To manage, track and schedule our posts. These tools work well with built-in scheduling tools, allowing you to easily schedule posts and built-in analytics tools. Meta business suite is especially useful as we are able to schedule both our ‘Instagram’ and ‘Facebook’ posts at the same time and collect the data in the same place. These platforms also come with zero associated costs and as a growing business with a limited budget, we are restricted to lower budget platforms.

I do believe other platforms like ‘Hootsuite’ could save us a lot of time and improve our marketing as I currently have to spend a lot of time switching between platforms to track posts and schedule them, whereas Hootsuite allows you to do this all in one place.

Hootsuite does come with an associated cost, but I believe this cost could be justified for the time it would save and the streamlined ability to directly track posts performance. The time we would save using Hootsuite could allow us to better dedicate our time to understanding our posts' performance and making adjustments or other marketing campaigns.

Alternatively, we have other options we could consider like ‘Buffer’ but these platforms have less precise analytical tools.

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If given the opportunity to expand our toolset, I would consider incorporating platforms like Mailchimp or Hootsuite for social media and email marketing to complement our current data analysis capabilities. However, Microsoft Forms has been reliable in providing accurate and relevant insights for our marketing campaigns. I use Microsoft Forms to capture data at events. This tool allows me to tailor questions to each event, ensuring the data is relevant and accurate.

Microsoft Forms provides real-time response tracking and automatic data visualisation, which helps me quickly interpret results and make necessary adjustments to our marketing strategy. The integration with other Microsoft tools like Excel also aids in more detailed analysis.