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Digital Marketing · SEO/SEM · Performance MeasurementAcademic group project

Digital Media & Activation Plan for Bartalent Lab / Coca-Cola Europacific Partners

Digital media and activation plan for a Coca-Cola platform aimed at hospitality: audience, SEO/UX, Google Ads, budget scenarios, conversion forecasting, and KPI reporting.

Type

Academic group project

Area

Digital Marketing · SEO/SEM · Performance Measurement

Tools

Screaming Frog · Google Ads Keyword Planner · SEMrush · Google Analytics · Search Console · Looker Studio

Techniques

Technical SEO · Keyword research · Google Ads · UX audit · Conversion forecasting · KPI framework

Output

SEO roadmap + SEM campaign structure

Value

Group project where we analysed digital acquisition for Bartalent Lab through segmentation of 724,000+ target professionals, SEO/UX audit, Google Ads, and conversion forecasts to inform media and measurement decisions.

+724.000

target hospitality and restaurant professionals in Spain

+20%

academic target increase in registered users

Projected
100.000 €

hypothetical annual budget in the realistic scenario

Projected
2.059

annual conversions forecast in the realistic scenario

Projected
1.881

estimated registrations excluding the cocktail campaign

Projected
68%

realistic budget allocation to search; 24.5% display and 7.5% GDN

Projected
3,9s

Mobile LCP detected in PageSpeed

48/100

mobile PageSpeed performance

01 / Fast scan

Case in 60 seconds

A quick scan of the case: what was happening, what needed to be solved, what I did, and what value is demonstrated.

Situation

S

Bartalent Lab needed better online visibility and a larger registered user base. The diagnosis included technical issues, room for improvement in mobile performance, content opportunities, the need for a stronger site architecture, and a more structured SEM setup.

Task

T

Group project where we analysed digital acquisition for Bartalent Lab through segmentation of 724,000+ target professionals, SEO/UX audit, Google Ads, and conversion forecasts to inform media and measurement decisions.

Action

A
  1. 01Situation and objective diagnosis.
  2. 02Technical SEO audit.
  3. 03Review of indexation, sitemap, robots, and architecture.
  4. 04UX evaluation through an SEO lens.

Result

R
  • SEO roadmap.
  • Proposed site architecture.
  • Additional SEO content and linkbuilding action.
  • It demonstrates the ability to work on performance marketing, acquisition, SEO/SEM optimisation, and conversion measurement.
  • It is especially relevant for agencies, digital departments, growth teams, and performance marketing analyst roles.
  • +724.000 · target hospitality and restaurant professionals in Spain

02 / Context

Problem

This section explains the business or analytical challenge before going into technical detail.

02.1

Executive summary

An acquisition-oriented case where the lever was not a single campaign, but the full audience, visibility, search-intent, web architecture, and measurement system. The proposal combined technical SEO, content, UX, and SEM with a registration focus: a target of 20% more registered users, a €100,000 realistic annual budget, and a forecast of 2,059 conversions.

02.2

My role

Academic group project. I contributed to the SEO/SEM analysis, keyword research, web-structure evaluation, campaign proposal, KPI definition, and acquisition approach.

03 / Method

Approach

Methods, tools, and workflow. This shows how I structured the analysis.

03.1

Data & methods

  • Technical SEO audit, indexation review, robots.txt, and sitemap.xml.
  • UX evaluation and Core Web Vitals review.
  • Segmentation of 724,000+ hospitality and restaurant professionals in Spain.
  • Keyword research and opportunity analysis using Google Ads Keyword Planner and SEMrush.
  • Google Ads campaign design by search intent: Courses, Tools, Cocktails, and CCEP/Distributor.
  • Negative keywords, ad copy, budget scenarios, and conversion forecasting using CPC/CPV and external conversion-rate benchmarks.
  • Visual PageSpeed diagnosis: mobile Core Web Vitals not passed, 3.9s LCP, 2.5s FCP, 1s TTFB, and 48/100 performance.
  • Chrome local test with 2.17s LCP without throttling and 2.69s in a medium scenario with 4x CPU slowdown and fast 4G network.
  • Measurement framework using Google Analytics, Search Console, and Looker Studio.

03.2

Process

  1. 01Situation and objective diagnosis.
  2. 02Technical SEO audit.
  3. 03Review of indexation, sitemap, robots, and architecture.
  4. 04UX evaluation through an SEO lens.
  5. 05Keyword research and opportunity analysis.
  6. 06SEO content proposal.
  7. 07SEM campaign design by search intent.
  8. 08Definition of creatives, negatives, and budget.
  9. 09Measurement system with KPIs.

04 / Decision

Evidence and impact

Outputs, findings, and implications translated into decisions or professional value.

04.1

Key outputs

  • SEO roadmap.
  • Proposed site architecture.
  • Additional SEO content and linkbuilding action.
  • Google Ads campaigns by search intent and negative keyword list.
  • Three annual budget scenarios: €80,000, €100,000, and €120,000.
  • Conversion forecast: 1,648, 2,059, and 2,471 annual conversions by scenario.
  • Measurement framework and conceptual dashboard with quarterly targets, conversions, clicks, revenue, keywords, and filters.
  • Acquisition depended on both technical issues and poorly structured search intent.
  • The target audience exceeded 724,000 hospitality professionals and required segmentation by owners/managers, active professionals, and students.
  • There was room to improve organic performance without relying only on paid media.
  • Web architecture and mobile experience constrained potential conversion.
  • SEM campaigns had to be segmented by intent, not just by topic: training, digital tools, recipes, and CCEP distribution.
  • The technical diagnosis found relevant mobile friction: mobile Core Web Vitals not passed and 48/100 PageSpeed performance.

04.2

Business implications

  • It demonstrates the ability to work on performance marketing, acquisition, SEO/SEM optimisation, and conversion measurement.
  • It is especially relevant for agencies, digital departments, growth teams, and performance marketing analyst roles.

05 / Close

Professional close

Limitations, next steps, and available assets. This keeps the case honest and actionable.

05.1

Limitations

  • Academic project.
  • No access to post-implementation internal conversion data.
  • Some estimates depend on market assumptions and external tools.

05.2

What I would do next

  • Implement full GA4 tracking.
  • Connect Search Console and Looker Studio.
  • Run landing-page A/B tests.
  • Analyse actual Quality Score and optimise bids towards CPA.
  • Compare organic vs paid performance.

05.3

Assets

View summaryComing soon

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