December 19, 2018

Marketing Challenge vs. Recession

Let's say you have four key customer acquisition efforts:
  • Google
  • Facebook
  • Other Digital
  • Offline
Let's say that your comps were flat in September / October. Now in November and December, you observe this:

  • Google = -9%.
  • Facebook = -7%.
  • Other Digital = -11%.
  • Offline = -6%.
  • Merchandise Productivity = -10%.
If you observe this issue, you do not have a marketing challenge ... you have to revisit yesterday's post to determine if you have a merchandising challenge or you are headed into a recession.

Let's say your data looks like this:
  • Google = +1%.
  • Facebook = -7%.
  • Other Digital = -11%.
  • Offline = +3%.
  • Merchandise Productivity = -1%.
This is what a marketing challenge looks like. Google and Offline have signatures comparable with Merchandise Productivity, while Facebook and Other Digital are plunging.

Make darn sure you are running these analytics ... and if you aren't, get the booklet below from Amazon to help you do 'em.


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