,Name: Kaylee van der Vlis
Student number: 665339
College: Hogeschool InHolland
Location: Haarlem
Domain: Business, Finance & Law
Education: Business Studies
Year: 3
Period: 2
Class: HABSMAVT3C
Teacher: Hans Zahn
Date: 23-05-2023
Title: OE102 Customer Insight Tooling Skins Cosmetics
1
,Preface
My name is Kaylee van der Vlis and I’m studying Business Studies at InHolland college. In the
third year, we get the subject of customer insight tools. In this module, you will learn to use data
analysis tools to connect, analyse and interpret data from offline and online information sources
such as internal customer sources, social media sources and internet sources. The company
Skins Cosmetics was selected to conduct this study. I want to thank Hans Zahn for his lessons.
I wish you much reading pleasure.
Kaylee van der Vlis
Haarlem, May 2023
2
, Table of content
Preface 2
Introduction 5
Module 1: Digital Marketing and Content Marketing 6
1.1 Strategy Skins 6
1.2 Two buyer personas’ 6
1.3 Customer journey map 7
1.4 Communication channels and brand awareness stage 8
1.5 Advice 9
Module 2: Search Engine Optimization (SEO) 10
2.1 Google Analytics 10
2.2 Screaming Frog 11
2.3 Advice 12
Module 3: Search Engine Marketing (SEM) 13
3.1 Research SEM Skins Cosmetics 13
3.2 Google search 14
3.3 Advertising research 15
3.4 Advice 15
Module 4: Social Media Marketing 16
4.1 Social media strategy 16
4.2 Social media channels 16
4.3 Advice 17
Module 5: Website development and optimization 18
5.1 Website analysis 18
5.2 Design analysis 19
5.3 Advice 20
Module 6: CRM 21
6.1 Current and expected trends 21
6.2 CRM-audit 21
6.3 Loyal customers 22
6.4 Advice 22
Module 7: E-mail marketing 24
7.1 Current e-mail marketing strategy 24
7.2 Research target audience 24
7.3 E-mail campaign from the last 6 months 24
7.4 Advice 25
3
Student number: 665339
College: Hogeschool InHolland
Location: Haarlem
Domain: Business, Finance & Law
Education: Business Studies
Year: 3
Period: 2
Class: HABSMAVT3C
Teacher: Hans Zahn
Date: 23-05-2023
Title: OE102 Customer Insight Tooling Skins Cosmetics
1
,Preface
My name is Kaylee van der Vlis and I’m studying Business Studies at InHolland college. In the
third year, we get the subject of customer insight tools. In this module, you will learn to use data
analysis tools to connect, analyse and interpret data from offline and online information sources
such as internal customer sources, social media sources and internet sources. The company
Skins Cosmetics was selected to conduct this study. I want to thank Hans Zahn for his lessons.
I wish you much reading pleasure.
Kaylee van der Vlis
Haarlem, May 2023
2
, Table of content
Preface 2
Introduction 5
Module 1: Digital Marketing and Content Marketing 6
1.1 Strategy Skins 6
1.2 Two buyer personas’ 6
1.3 Customer journey map 7
1.4 Communication channels and brand awareness stage 8
1.5 Advice 9
Module 2: Search Engine Optimization (SEO) 10
2.1 Google Analytics 10
2.2 Screaming Frog 11
2.3 Advice 12
Module 3: Search Engine Marketing (SEM) 13
3.1 Research SEM Skins Cosmetics 13
3.2 Google search 14
3.3 Advertising research 15
3.4 Advice 15
Module 4: Social Media Marketing 16
4.1 Social media strategy 16
4.2 Social media channels 16
4.3 Advice 17
Module 5: Website development and optimization 18
5.1 Website analysis 18
5.2 Design analysis 19
5.3 Advice 20
Module 6: CRM 21
6.1 Current and expected trends 21
6.2 CRM-audit 21
6.3 Loyal customers 22
6.4 Advice 22
Module 7: E-mail marketing 24
7.1 Current e-mail marketing strategy 24
7.2 Research target audience 24
7.3 E-mail campaign from the last 6 months 24
7.4 Advice 25
3
