This digital marketing portfolio outlines key performance indicators (KPIs) for various websites and marketing campaigns. For discount-london.com, marketing costs decreased 35% while net profit increased 71% due to a responsive redesign. Hospitalitylinechristmas.co.uk saw a 49% increase in unique users and 331% increase in product inquiries after becoming responsive. E-marketing campaigns had high open rates up to 25% and retargeting campaigns converted at 7%. Social media engagement was highest on Instagram while Facebook competitions drove brand reach. Landing page optimizations increased conversion rates from 2.49% to over 4%.

1. Digital Marketing Portfolio

2. Digital KPI’s B2C – www.discount-london.com
• Marketing costs decreasing by 35% & Net Profit increasing by 71%
• Better quality traffic with higher conversion 3.36% vs 2.32%% Year on Ye
Responsive re-design & re-brand
(LEFT) vs non-responsive site

3. Digital KPI’s – B2B
www.hospitalitylinechristmas.co.uk
• 49% increase in unique users – responsive site launch
• 331% increase in product enquiries
Non-responsive above, responsive below

4. • Regular e-shot competitions to entice promotion
• Exclusive promo codes for extra e-shot web partner
exposure
• Key relationships – MyVoucherCodes, Voucher Cloud, Top
Cash Back, Quidco, Voucherhoney
• Quarterly strategy days meeting affiliates/future planning
• 5.57% conversion rate /above average 4.05%
• Net profit 176% higher than 2016
• GOLD: Double your commission to 10% for
increasing your sales the most (compared to the
previous 6 weeks)
• SILVER: Get a base rate 8% commission for
making the biggest average order value
• BRONZE: Get a base rate of 6% commission for
generating 6 sales (that's 1 sale per week)
Jan Feb Mar Apr May June July August TOTAL
Affiliate Net Profit YOY
Profit 17 Profit 16
Default Channel Grouping Sessions Conv Rate
Organic Search 79969 3.43%
Direct 35011 4.50%
Referral 20503 5.57%
Paid Search 5074 5.85%
Email 3211 1.99%
Social 1412 3.61%
145180 4.05%
Affiliates B2C – www.discount-london.com

5. SEO B2C – www.discount-london.com
Highest
Revenue ever
August 2017!!

6. E-marketing Campaigns – B2C
• High open rates to
‘engaged’ users
opened/clicked in last 6
months – 25%
• Basket abandonment re-
targeting campaigns – 7%
conversion rate

7. E-marketing Campaigns – B2B
• Yearly themed e-shot plan per customer segment
– corporate, trade and domestic coach operators
• Lead generation/sales appointments led

8. Social Campaigns & Channels
• Facebook Competitions high reach & brand engagement
• Facebook Ads – lower cost per acquisition than PPC
• Instagram – most engaged social channel
• Content plans/strategy per channel – relevant hastags ie #traveltuesday
Experience of creating Facebook, Twitter, Instagram,
LinkedIn & You Tube Channels with hands-on knowledge
– Facebook Ads. In-house & Agency management.

9. Content Marketing/Blogs

10. Google PPC Advertising

11. Landing Page/Conversion Rate Optimisation
• First 3 months conversion rate up to 4.05% from
2.49% year on year
• Example re-designed money-saving page – variant
applied to site – 4.51% conversion rate from 3.67%

12. Contact Me
David Spelman MCIM DIPM
M:07734251785
E: dspelman6@gmail.com
W: https://www.linkedin.com/in/david-spelman-86874112/