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BFCM + peak season

Build this year's BFCM plan from historical data

Build this year's BFCM plan quickly using last year's historical performance data.

George Kapernaros — Founder, YOCTO Agency
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I have uploaded my campaign performance export from last year, covering September through December. Analyze it properly. Run the numbers. Do not just eyeball the file. I want to know what actually happened during my BFCM: which campaigns made the money, which angles and subject lines did best, how frequency affected unsubscribes and spam complaints as the month peaked, when the list started to fatigue (if that happened), and what the data says about the optimal timing. Chart anything that is easier to understand visually. Then, turn it into this year's plan: the 5 things this data says I should do differently for the coming BFCM, and the 5 things I should keep doing because they work. What good looks like: every conclusion comes with the numbers behind it, at least one finding is something I would not have guessed myself, patterns based on only a few sends are flagged as thin, and I get decisions I can act on rather than observations. Every claim you make needs to be traceable in the data. Before you give me your answer, do an adversarial read of it: for each finding, ask yourself what else could explain it, whether there is enough data behind it, and whether it would still hold if you cut the data differently (e.g., by week, by segment, by send time). Check where it matters. Only include what holds up, and briefly note anything you dropped and why. If you have questions for me before you begin your analysis, go ahead and ask me. You can ask me multiple questions. Be sure you have 100% of the information you need to provide me with a flawless deliverable.
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