[SOUND] Hi. My name is Vishal Sachdev and I'm the faculty who will be working with you during the capstone for the digital marketing specialization. So I'm here in the information system's unit within the College of Business and I'm also the director of the Illinois MakerLab. So I've been at the University of Illinois for about eight years and before that, I did my PhD in the University of Texas at Arlington. And I've had about seven or eight odd years in the industry, as well, working primarily in the automobile space. So when I got this opportunity to work with the digital marketing specialization, I immediately sort of got involved with these courses. And you've seen me a little bit in the digital marketing, the first course, in the specialization where we talked about 3D printing as well. And I've also been working with many of you, perhaps on the social platforms that are on the courses as well. Now in this capstone you have, you've come to this stage, or you will soon if you do sign up for the capstone, after you've taken all the five courses. So that means additional marketing course, Marketing in the Digital World with Dr. Eric Rindfleisch. Then the two courses on analytics with Kevin Hartman, and then two other courses on managing the channels or understanding how you manage channels in the digital age with Dr. Yannon Clifton. In this capstone, the objective is you get to apply what you've learned in all of these courses on a problem that the industry brings to the table. So we've spent quite a bit of time in identifying a client whom you will work with over the following six weeks. Now the client here for this specialization is Granger. Now many of you may not have heard about Granger but this is a firm that supplies MRO products, which are maintenance, repair, and organization products. An easy way to understand is anything that a firm needs outside of raw materials for their main products, you can think of Granger as a supplier for that. Now, so the firm itself has about close to a million and a half of products. All these products are ordered through either Granger.com or through their phone or can be picked up at about 370 branches across the US. So they're primarily a B2B, which means business to business supplier. They have a global footprint as well so they have subsidiaries in different countries. But the funny part about the firm is that even though they're a B2B, which is business to business supplier who could be supplying to small business owners or technicians or even procurement departments in large companies. They're actually very similar to a B2C firm, where they are actually marketing to end consumers. And of course, in this context, we are talking about all the activity they are doing in terms of the digital domain. Now traditionally, Granger would have done all these campaigns themselves. So, Granger has several thousand suppliers or windows as they call them, and they would be designing their campaigns across multiple platforms. Search ads being the biggest one, and then they have spending on display, on e-mail, and also on social. In the past year or so, they've been looking at approaches of working closer with their venders to develop campaigns for them, to create more value. So in this particular capstone, we will be looking at how Granger and one of their key partners, Bosch, or rather specifically, Boschtools.com can work together to build value from their existing customers. So Boschtools.com, which is the one unit of Bosch, is working with Granger and is providing some data to Granger as well. So the objective of this project will be to, for us, or you as learners, to tell Granger what to do in this partnership with Bosch, how to increase the sales of their products. An initial target is about 10%. So Bosch and Granger, so Bosch is the vendor, Granger is the reseller or the distributor. Working together, working closer to increase sales of Boschtools.com among their existing customers by 10%. So this is happening on. So this is Granger doing this effort when partnership with Bosch, with some data being exchanged between the two. The final deliverable that you will work towards is a plan to tell Granger what channels to use based on what behaviors are observed on Boschtools.com, on Granger.com, and behavior and profile information from third party data sources as well. So as part of this project, we have the benefit of interacting with Acciento Sally who's the director of digital marketing at Granger. And you'll see a couple of videos with him as well as explaining first more about Granger, then explaining the problem as well. And we also have the benefit of working with Beth Distal. She's the head of display at Granger, and she will also tell us specifically about her vertical in terms of display, comparing what they're doing in search and email, and give us an intuition about the firm, the problem, and the partnership and then take us towards executing this project over the six weeks that we have planned. So I look forward to working with you on this project, and well, we'll be telling you more about what this project will mean on a module by module basis pretty soon. Thank you.