Have You Ever Looked At Performance This Way?

I bring this up annually. But the analysis is so darn much fun!

Take every customer who purchased between Black Friday and Cyber Monday last year, and measure if/when these customers purchase again.

What is fun about this analysis?

You might learn that these are your best customers, and this purchase improves recency/frequency, giving the customers "file power" that fuels sales in January/February/March. I've seen this happen.

You might learn that these customers become dormant until next year's Black Friday / Cyber Monday event. If you learn that, you are blessed ... you don't have to waste marketing dollars on these customers.

You might learn these customers buy all-year, and all you've done is give away $30 of gross margin per customer. You lost money trying to please trade journalists and boutique agency thought leaders.

Regardless, you are going to learn something unique and interesting ... and you'll be able to do something fun in response, making more profit for you business.