DIGITAL

STRATEGY & CX
Instructor: Ahmed Lahlou

SUP’RH
School of Management
 DIGITAL STRATEGY
Attracting the THE BEFORE PHASE
right Prospects
Nurturing and
THE DURING PHASE Converting these
Prospects
Delighting our THE AFTER PHASE
Customers

Ahmed Lahlou | Digital Strategy and CX

 THE BEFORE PHASE

Ahmed Lahlou | Digital Strategy and CX

 THE DURING PHASE

Ahmed Lahlou | Digital Strategy and CX

 THE AFTER PHASE

Ahmed Lahlou | Digital Strategy and CX

 COURSE SYLLABUS
● Digital strategy During Phase: Lead
Capture, Nurturing and Conversion
● Introduction to Digital Marketing and
System
Key Statistics
● The Key Concepts of any Digital
● Digital strategy After Phase:
Delivering World-Class Customer
Strategy
Experience
● Overview of Digital Vocabulary
● Digital strategy After Phase:
● Fundamentals of Digital Analytics
Increasing Customer Lifetime Value
● Digital strategy Before Phase: Target
● Digital strategy After Phase:
Market, Message and Medias
Creating Word of Mouth
● Project presentations

Ahmed Lahlou | Digital Strategy and CX

 DIGITAL VOCABULARY

Ahmed Lahlou | Digital Strategy and CX

 Don’t let terminology prevent
you from achieving success
with digital marketing.

Ahmed Lahlou | Digital Strategy and CX

BRAND ADVOCATE ORGANIC REACH REMARKETING
KPI PPC LEAD NURTURING
LEAD CONVERSION RATE FREEMIUM
PERSONA CALL TO ACTION VALUE PROPOSITION
CLICKBAIT
LEAD GENERATION CUSTOMER LIFETIME VALUE OPEN RATE
ROI CRM A/B TESTING RETENTION RATE
CPM USER EXPERIENCE
ENGAGEMENT RATE LANDING PAGE
CUSTOMER ACQUISITION COST
CTR SALES FUNNEL
INBOUND MARKETING CHURN RATE
 TERM 1 TERM 2

LEAD LEAD GENERATION

DEFINITION
A person that transforms from an
anonymous website visitor into a known
contact part of your business sales cycle.
DEFINITION
The process of attracting new leads. It is a
marketing tactic that drives a person to
demonstrate interest in a product or
service.

Ahmed Lahlou | Digital Strategy and CX

 TERM 3 TERM 4

LANDING PAGE CONVERSION RATE

DEFINITION
A landing page is a standalone web page
that a person "lands" on after clicking
through from an email, ad, or other digital
location. It has the objective of
converting a visitor into a lead or client.
DEFINITION
The number of people who complete an
action divided by the total number of
people who visited the page.

Ahmed Lahlou | Digital Strategy and CX

 TERM 4

CONVERSION RATE
In October, 4888 people visited my site and I had a 2.7%
purchase conversion rate.

I want to increase my conversion rate by 10% in November

and keep the same number of visitors.

How many orders am I targeting to achieve in November?

4888 x 2.70% x (1+0.1)

145 orders
Ahmed Lahlou | Digital Strategy and CX
 TERM 5 TERM 6

REMARKETING
DEFINITION
Remarketing (also known as retargeting)
is the tactic of serving targeted ads to
people who have already visited or taken
action on your website.
CPM
DEFINITION
Cost per mille is the amount an advertiser
pays a website per one thousand visitors
who see its advertisements.

Ahmed Lahlou | Digital Strategy and CX

 TERM 7
SALES FUNNEL
DEFINITION
A sales funnel is the marketing term for
the journey potential customers go
through on the way to purchase. There
are several steps to a sales funnel, usually
known as the top, middle, and bottom of
the funnel.
Ahmed Lahlou | Digital Strategy and CX
TERM 8
CUSTOMER ACQUISITION COST
DEFINITION
CAC is the cost related to acquiring a new
customer. Calculated as sales and
marketing expenses divided by the
number of new customers
 TERM 8

CUSTOMER ACQUISITION COST

Jumia is looking to cut its customer acquisition cost by half.
In 2022, the company spent 23MDhs to acquire 81272 new
customers.

What is the target customer acquisition cost in 2023 ?

( 23000000 / 81272 ) / 2

141.5 Dhs
Ahmed Lahlou | Digital Strategy and CX
 TERM 9
USER EXPERIENCE
DEFINITION
User Experience refers to the feeling
users experience when using a product,
application, system, or service. It is a
broad term that can cover anything from
how well the user can navigate the
product, how easy it is to use, how
relevant the content displayed is etc.
Ahmed Lahlou | Digital Strategy and CX
TERM 10
BRAND ADVOCATE
DEFINITION
A brand advocate is someone who
elevates your brand through word of
mouth marketing. Brand advocates leave
positive reviews about your product.
 TERM 11 TERM 12

CHURN RATE RETENTION RATE

DEFINITION
The churn rate, also known as the rate of
attrition or customer churn, is the rate at
which customers stop doing business with
an entity. It is usually calculated on a
monthly or annual basis.
DEFINITION
Retention rate is a metric that calculates
the percentage of users who continue
using your product or service over a given
time.

Ahmed Lahlou | Digital Strategy and CX

 TERM 11

CHURN RATE
Your business had 250 customers at the beginning of the
month and 240 by the end.

What is the monthly Churn Rate and what is the Retention

Rate over 30 days?

( ( 250 – 240 ) / 250 ) * 100 ( 240 / 250 ) * 100

4% Churn 96% Retention

Ahmed Lahlou | Digital Strategy and CX

 TERM 13
CLICKBAIT
DEFINITION
A sensationalized headline or piece of
text on the internet designed to entice
people to follow a link to an article on
another web page.
Ahmed Lahlou | Digital Strategy and CX
TERM 14
VALUE PROPOSITION
DEFINITION
A value proposition is a short statement
that communicates why buyers should
choose your products or services. It’s
more than just a product or service
description — it's the specific solution that
your business provides and the promise of
value that a customer can expect you to
deliver.
 TERM 15 TERM 16

A/B TESTING CUSTOMER LIFETIME VALUE

DEFINITION DEFINITION
Also known as split testing, refers to a Customer lifetime value (CLV) is a
randomized experimentation process business metric that measures how much
wherein two or more versions of a a business can plan to earn from the
variable (web page, page element, etc.) average customer for as long as that
are shown to different segments of person or account remains a client.
website visitors at the same time to
determine which version leaves the
maximum impact and drives business
metrics.
Ahmed Lahlou | Digital Strategy and CX
 TERM 16

CUSTOMER LIFETIME VALUE

Calculate the customer lifetime value if the annual profit
contribution of customer B is $1,000.

Customer B also has been a customer for 5 years and the

initial cost of acquiring customer B was $150.

Annual profit contribution per customer x number of years retained -

the initial cost of acquiring the customer

4850$
Ahmed Lahlou | Digital Strategy and CX
THANKS!

SUP’RH
School of Management