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

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

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

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

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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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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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Questions - Answer 1 question and mention which one

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Questions - Answer 1 question and mention which one

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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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Questions - Answer 1 question and mention which one

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Questions - Answer 1 question and mention which one

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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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Questions - Answer 1 question and mention which one

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Questions - Answer 1 question and mention which one

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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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Recently we have been running email campaigns for a promotion that have been sent directly to our customer excluding wholesale customers.

Using the data presented on mail chimp for the first batch of emails sent out i noticed that we had very low click rate but our conversion rate was very high.

So this indicated to me that maybe our titles for our emails have not been engaging enough for our customers.

With my findings what i did was improved the title of the email to make our customer want to click and see more about the offer - in result click rates went up and conversion rates stayed high.

not sure if this is what the question was wanting

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We ran a stand at a number of events where we spoke to prospective employers who could benefit from taking on a marketing apprentice.

We ran this on numerous occasions. We had a banner created and set up a stall to discuss marketing apprenticeships at events,

The way we analysed the impact of customer targeting was via a number of ways.

1. We ad a scannable QR code that directed people to our website to gain more information.

2. We collected business cards from individuals and gave out business cards to potentials.

Unfortunately the campaign was poor. We had very little impact either via the QR code or direct contact from business cards.

I feel the customer targeting section may have been due a number of reasons.

1. The event had a lot of individual businesses that couldn't support an apprenticeship

2. The decision makers were often not present

3. The events were designed for everyone to sell services

4. The event was aimed at showcasing the business as opposed to direct leads.

In the future, we would look at the attendee list in more detail prior to attending to determine if its worth it or not. We need to only target businesses that can support an apprentice and not sole traders.

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1. We do monthly Lunch and Learns to promote our services and build trust with clients. Understanding our customers for this is vital to keep them coming each week.

2. As we are a digital marketing agency every client has different results. To know we are using data to make improvements to each client in the same way is by running SE Ranking reports, which tell us aspects such as their health score, backlinks, 404 errors, missing meta descriptions, and more. This data means we can work towards client goals and make consistent improvements month on month. We run and save these reports at the start and end of the month so we can analyse and compare.

3. I have felt like some customers get more attention than others in terms of calls and contact. These could cause impact as some customers thought work was not being completed because they could not see it, whereas it was because we were working on backend technical elements rather than blogs. To ensure customers are satisfied with the work and actually understand what we are doing, we now make sure to call a client a week. We would also ask for a review so we get benefits too.

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In my role, I analysed the customer journey for CAMHS professionals and parents engaging with Young Wellbeing Hub via social media. I identified the different touchpoints our audience experienced: discovery through LinkedIn or Instagram posts, engagement via comments, shares or direct messages, and then moving towards the website for further information on autism and ADHD assessments. To make this journey smoother, I created audience personas for example, CAMHS professionals seeking referral partners and parents looking for trusted support. This helped me to segment the audience and tailor content for different stages of the sales funnel. For professionals, posts highlighting our CQC registration and clinical expertise worked well at the awareness and trust-building stage. For parents, carousel posts breaking down “Signs of Autism” or “What to Expect in an Assessment” provided reassurance and guidance at the consideration stage.

By reviewing engagement data (likes, shares, comments, and click-throughs), I was able to evidence which posts resonated with each group. For example, posts using case-study style storytelling for professionals generated more shares, while simple, friendly explainer graphics were more engaging for parents. Based on this analysis, I recommended increasing carousel-style posts and adding more call-to-actions directing users to our enquiry form. This evidence-based adjustment improved the clarity of the customer journey and increased meaningful engagement. By managing comments and messages promptly in a professional but approachable tone, I improved community trust and reduced uncertainty for parents seeking assessments. For CAMHS professionals, our consistent posting about clinical quality positioned us as a reliable referral option, strengthening the perception of our service. I also recommended creating template responses for FAQs on social posts, which streamlined communication and ensured consistency across channels. This reduced pressure on the wider team and made the customer experience more seamless.

Through analysing the performance of our social posts and making evidence-based recommendations, I have shown how marketing can improve both the customer journey and the overall customer experience.

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When creating B2C Facebook posts aimed at promoting companionship care in their local area for one of our clients, we wanted to ensure we were targeting the correct demographic: middle-aged child parents living in and around wimbledon and kingston.

Using FB's Meta Analysis Suite, I was able to look at the content engagement, number of impressions and reach each of these posts received. As each post had a CTA to visit the specific companionship care landing page on the website, I was also able to check GA4 to evaluate the website traffic to these pages and whether the lead source was from our organic social media campaign.

In this analysis, I found there was a drop-off in website visits compared to content engagement, suggesting the consideration and conversion stage needed more support. We then ammended our CTA's to a more tailored landing page that would anticipate the questions this audience would be seeking answers from. After doing this, the impressions from Facebook posts and lead acquisition rates on GA4 became more consistent, helping to strengthen our customer journey.

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After spending some time with the service team, I realised the customers were getting confused about maintenance and aftercare within 2 weeks after installation and a lot of calls were made to the team that could have been handled a lot more efficiently.

I used the servicing/warranty/case details dashboard on our CRM to check how many people actually got in touch with us after install and after analysis it was 100% of Swim Spa Owners and around 65% of Hot Tub Owners. Most of these issues could have been solved by a more indepth walk through from the team or an information pack.

I then suggested and created a quick reference guide and delivery checksheet that explained some simple issues and how to work controls etc.

This dramatically reduced hot tub owners contacting the service team bringing it down to only 30%.

Also, after checking our reviews it was clear from customer feedback that customers felt more prepared and informed which led to a higher retention rate by customers signing up to our service plan.

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Can you describe a specific campaign where you analysed customer targeting and its impact on results?

I worked on a social media campaign which was focused on promoting childcare services and local workshops. Our target audience was local parents in the area wanting childcare for under 5 years. We analysed our instagram/facebook, how much enganment on each and compared which posts achieved the highest engagement vs enquiries and bookings. Our key findings were posting parenting tips and tricks which gained wide reach and high engagement. We found posting testimonials had much lower enganment and this showed us content focused posts do a lot better leading to bookings and enquires.

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Question 3

I have suggested changing the way our Lunch and Learns are promoted. Our Lunch & Learns have been executed for a long time now yet the promotion each month stays the same.

I explained how 2 people walking down Stamford street is not very enticing and actually doesnt seem very relevant. Having more insight/ snippets of past Lunch and Learns practically put into a mini 'trailer' would be a fun idea. It shows new attendees what to expect and it displays engagement on the past sessions rather than just letting ticket holders show up with no concept of the event.

I also mentioned that even when it comes to our social posts, the more fun and interactive ones do best rather than text heavy information. I showed the data from Instagram Insights.

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At Young Wellbeing Hub, we needed to raise awareness of our autism and ADHD services among CAMHS professionals and parents, using both digital and offline channels. My role was to evaluate the suitability of different marketing channels, implement a cross-channel campaign, and make evidence-based recommendations to improve engagement and enquiries.

I reviewed multiple channels including LinkedIn, Instagram, Facebook, email newsletters, and offline networking. Using LinkedIn analytics, Meta Business Suite, and Google Analytics, I tracked behaviours such as professionals discovering us via LinkedIn but converting through direct search. Parents typically engaged first through Instagram and Facebook, before moving to email sign-ups. I built an integrated campaign: professional content on LinkedIn, awareness carousels on Instagram, and follow-up nurture emails to families. The campaign increased website enquiries by 15% in the first month. LinkedIn generated the highest-quality referrals, while Instagram and email drove parent engagement. I recommended reallocating resources to LinkedIn for professionals and expanding carousel/email activity for parents. This demonstrated my ability to use marketing technology, evaluate channel effectiveness, and deliver integrated campaigns.

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1. One of our marketing campaigns involved the promotion of marketing apprentices in Warwickshire.

We wanted to reach out to companies in Warwickshire specifically and did this is a number of cross channel ways

Events - see last question, performed poorly

Social media - we connected with decision markers on Linkedin (HR, marketing managers etc) and then all our content was based on the benefits of a marketing apprentice. Our content was created on canva sticking with our branding. We took on a few more companies in Warwickshire as a result. this was harder to analyse as we could use 'impressions' etc but it didn't always mean a positive ROI.

Paid ads - We ran paid adverts on google targeting Warwickshire based business. We used google analytics to analyse the results.

Email marketing - We ran an email marketing campaign via a third party but unfortunately this stopped very early on into the campaign (the other company pulled out the market)

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We ran a Summer Sale Campaign that's aim was to generate high quality leads that would convert into sales.

We decided to create new Ad Assets for Google Ads that focused solely on products we were putting on Sale. This included using shopping, search and Display campaigns. I used the google ads affinity feature to only target people that were in the market to buy a hot tub/swim spa - We decided to let our SEO do the main outreach as our customer feedback surveys say when looking online for a large purchase our customers have more trust and intent to initially click on a non-sponsered website when doing initial research.

We also ran a meta ads campaign at the same time which was targeted on new outreach for Holiday Lets. I used our holiday let customer list and Meta's demographic targeting features to define the exact audience we anted to target.

Overall, meta produced more leads but the quality of them meant only 1 converted into a sale where for google ads I made a landing page to specifically catch customer data and monitor the sale. The Google Ads created less Leads but they were of higher quality that converted into more sales

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S – Situation:
In my last collaboration project, our team was planning a multi-channel marketing campaign to promote a new product. One of the options brought up was to include TikTok as a channel.

T – Task:
My role was to evaluate whether TikTok would be an effective platform for reaching our target audience and driving measurable conversions.

A – Action:
I conducted research on both our audience demographics and the platform’s capabilities. First, I analysed customer data and found that our target audience wasn’t very active on TikTok; they were more engaged on Instagram and YouTube. Second, I reviewed TikTok’s tracking and commerce features at the time—there was no TikTok Shop integration available for us, and limited ways to track conversions effectively. Based on these factors, I recommended against using TikTok for this campaign and instead suggested doubling down on channels with stronger tracking and proven audience engagement.

R – Result:
By reallocating our budget and efforts to Instagram and YouTube, we were able to achieve higher engagement rates and directly track conversions through integrated tools. This decision allowed us to maximize ROI and avoid wasting resources on a channel that wouldn’t deliver measurable results.

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Over the last few months, we have been soft-launching a new B2B service aimed at supporting clients with their offline marketing and community engagement strategies - a notable USP for our business that our competitive SWOT analysis identified. We have written blogs on our website outlining this framework and explaining how this could benefit our clientele, and we wanted to promote these on social media. We currently use Facebook and Linkedin for our company, and needed to decide the channel suitability for this promotion.

I went through the post engagement and demographics reached from previous campaigns delivered on each of these channels using their native analysis suites, as well as cross-referenced which channel triggered more lead acquisition in GA4. I determined that Linkedin gained a more targeted reach to our clients DMU, which our customer persona mapping identified as our target audience for client acquisition. As such, we began running this campaign on Linkedin.

Upon reflection, I believe that running this campaign on both platforms in tandem could have benefited our awareness goals. While Linkedin allowed us to reach our target audience directly, using Facebook could have helped supplement our message by demonstrating social proof of how our framework could benefit potential clients.

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At Young Wellbeing Hub, I was tasked with analysing the effectiveness of our social posts aimed at CAMHS professionals and parents, to inform future campaigns.

I needed to select the right analytical tools to track engagement and conversions, while justifying why these were the most suitable compared to alternatives. I evaluated several options: LinkedIn Analytics, Meta Business Suite, Google Analytics, and third-party social tools like Hootsuite. My criteria included data accuracy, relevance to our audience, ease of integration with existing systems, and cost. For example, Hootsuite offered cross-platform reporting, but lacked the detailed demographic breakdowns needed for CAMHS targeting. I selected LinkedIn Analytics for professional engagement insights, Meta Business Suite for parent audience data, and Google Analytics to track conversion behaviour on our website. I also ruled out Hootsuite for this campaign due to overlap with native tools and unnecessary cost. By combining these tools, I produced a clear picture of channel effectiveness: LinkedIn drove professional referrals while Instagram generated parent enquiries. My evidence-based analysis informed budget allocation and content strategy, improving efficiency and ROI.

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Question 1

We have recently switched from one platform to another to analyse data for our clients. We used to use Brightlocal ONLY for reports - we still use it now for a rough guide throughout the month but for us it did not give us enough insight.

We now use SE Ranking. This generates our audits, gives updates on rankings each day so we can know how each keyword is progressing throughout the month. Whereas Brightlocal only refreshes at the start of each month, which leaves us with old data later in the month.

We can also have multiple accounts to allow us to create 'projects' and easily access info for clients eachother works on.

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I used both google analytics and LinkedIn dashboards to analyse data from adverts:

LinkedIn - Following the campaign, which ran for just under a month, I collected the data from the Linkedin dashboards. In total, we got 20 clicks on the ad over the period. This isn’t a mass considering that the ad got over 7,000 impressions. That’s an average CTR of 0.27% which is well below our industry average of 1%. For this reason, I’d deem the campaign on LinkedIn as unsuccessful.

google - Looking a the data from Google Analytics, I can see that the landing page that was created got 23 views during the period and had a number of events such as prospectus downloads. These were soft hooks rather than lead generators, so we allowed people to simply download our Employer Guide without submitting any details.

Both of these options gave me useful data i could actually use. As a result we changed a few things (such as needing to fill in details to download our guide) or changing the advert to suit a different audience etc

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S – Situation:
In a recent campaign, I needed to analyze large Excel spreadsheets of marketing performance data.

T – Task:
My goal was to quickly identify trends and decide which channels were worth more investment.

A – Action:
I used ChatGPT to summarize the data, highlight anomalies, and compare KPIs across channels. I double-checked results in Excel to ensure accuracy.

R – Result:
This saved me a lot of time and gave clear insights. I recommended shifting budget to the best-performing channels, which improved ROI in the next phase.

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In one campaign, our team needed to report on performance across Facebook, Google Ads, and our CRM. The task was to find the best way to bring all that data together so everyone could easily track results.

We looked at dashboards like, Excel, and Google Data Studio, and agreed on criteria like integration, usability, customisation, and efficiency. We ended up choising Google Data Studio because it pulled data in real time, was easy for everyone to access, and highlighted the KPIs that mattered most.

The result was that we saved hours of manual reporting each week and had a live dashboard the whole team could use to make faster, data lead decisions.

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Initially we used only organic facebook/ instagram posts, we found from this that the facebook posts still had good reach but only limited bookings. Through analysing and data research this showed us that adding boosted ads onto facebook, targeted to local parents achieved higher rates for enquiries/booking. Adding this allowed us to reach the right audience more efficiently. Overall, we had increased bookings and enquires showing us that adding the extra channel was definitely worth while.

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One of our clients requested a meeting to discuss the effectiveness of our B2C Google ads for their client acquisition. I was tasked with collecting data to highlight how effective they are in building their client portfolio, and putting this into a presentation.

Before collecting the data, I uploaded our B2C customer persona into a ChatGPT agent to familiarise it with who we are trying to target. After explaining the aims of this presentation and suggesting what KPI's this client would value, information I took onboard from previous meetings attended, I asked ChatGPT to suggest a comprehensive flow that would anticipate the requests during this meeting.

With this information, I then gathered the relevant data using Google Adwords platform, conferring with out PPC specialist, and supported that with lead acquisition data (platform/medium) and session engagement on the client enquiry page from GA4. GA4 proved more effective as this data was in real-time, and I found that the data from the ads did not give a full depiction of the lead acquisition. Once this data was collected and I made my initial analysis, I then copied this into Perplexity. By cross-referencing both AI platforms, I was able to ensure the information was as well-rounded and accurate as possible.