Welcome to the Holiday Marketeer blog series in which Boost Media serves up hearty portions of 2015 holiday digital marketing strategy ideas. In this installment, we cover analyzing historical data to generate actionable holiday insights.

 

Imagine if you invested every dollar of your Q4 budget in the right place at the right time, using optimal messaging. In this scenario, every ad would be served at the highest possible revenue-per-impression moment.

 

This level of media planning perfection is unrealistic, but evaluating historical data can bring you one step closer to generating the holiday insights you need to optimize your digital marketing decisions.

 

The challenge with historical holiday data

With newly minted buy buttons, holiday creep, and mobile and in-store shopping crossover on the rise, the 2015 holiday season is already shaping up to be unlike any before.

To help you prepare, we walk you through core concepts to apply to your analysis of historical holiday data.

 

Get useful holiday insights

Rather than using historical data to pinpoint specific days, devices, and targeting methods, look for holiday insights around these three overarching concepts:

 

  • Evaluate early indicators. Instead of looking back to anticipate when and where revenue spikes will occur, look back to identify indicators of those spikes. What did the inflection points look like that turned an average day into a critical day? How can you use historical data to identify the beginning of those spikes this year?
  • Lessons in latency. Your goal shouldn’t necessarily be to invest the most in the highest-converting moments, but to invest in clicks that lead to those moments. Review the latency between clicks and conversions at various points in the holiday shopping season.
  • Messaging matters. Whether you intend to compete on price, guarantees, convenience, or quality, you need a messaging strategy. Should you include absolute dollar prices in digital ads or percentage discounts? Should you message free shipping or free returns? Aggregate and analyze past holiday ad copy data to serve as a starting point.

 

Using holiday insights

In Q4, it’s common for e-commerce marketers to experience anxiety. What if you blow through the budget too early and miss out on last-minute shopping revenue? What if the competition outpaces you with offers you can’t match?

Being armed and ready with holiday insights based on historical data will help keep you calm and maximize opportunities come crunch time. If all you want for Christmas this year is for your marketing program to be a smashing success, get in there and start analyzing that historical data!