Introduction
The BFCM Paid Marketing Score analysis goes a level deeper than the general BFCM Performance Score. Instead of only looking at overall performance, this view evaluates how paid marketing performed individually.
How It Is Evaluated
A credit-like score is generated for paid marketing channel across two time intervals:
Pre-BFCM (30 days before BFCM Week)
BFCM Week (Thanksgiving through following Wednesday)
Score is based on a wide range of customer lifecycle metrics (Acquisition, Engagement, Monetization, Retention).
Uplift modeling is applied to isolate the effect of the paid marketing campaigns.
Lift Calculation
Lift is defined as the difference between scores in two time intervals.
For BFCM analysis, the key comparison is:
Pre-BFCM score → BFCM Week score
Lift values show whether the paid marketing strategy during BFCM Week improved, stayed flat, or underperformed during BFCM Week.
Why It Matters
By breaking down results by channel, brands can clearly see:
Weather paid marketing delivered incremental value during BFCM.
Where optimization efforts should focus for the next season.
If the lift is strong, the channel strategy is validated. If the lift is weak or negative, the insight signals that changes are needed to improve future BFCM performance.