Introduction
This is a big picture view of the performance marketing results during 2024 BFCM time interval.
BFCM Week
The 7-day period beginning on Thanksgiving Day (Thursday) and ending the following Wednesday
Summary Results
Channel | Revenue Contribution | Share of All Revenue | Gain (Loss) | Score | Assessment |
Performance Marketing | '$6,997,248' | '49.16%' | '$(4,349,094.)' | '43' | “Poor” |
Key Insights:
Having '49.16%' performance share of all revenue indicates a "moderate" dependency on performance marketing during BFCM Week.
Having a “Poor” score of 43 indicates "results below brand potential".
Table Legend
Revenue Contribution: Total revenue generated from performance marketing during BFCM Week.
Share of All Revenue: Percentage of total revenue attributed to performance marketing.
Gain (Loss): Revenue gained or lost based on the difference between performance and organic marketing RPV.
Score: Overall performance marketing score. Assessment: Descriptive indicator of the score value.
Customer Lifecycle Scores
Customer lifecycle scoring below helps you assess the quality of the customer experience at each stage of the buying lifecycle.
(Learn more: Customer Lifecycle vs. Sales Funnel, Lifecycle Stages Metrics)
Lifecycle Stage | Score | Assessment |
Acquisition | 43 | Poor |
Engagement | 44 | Poor |
Monetization | 47 | Fair |
Retention | 36 | Very Poor |
Priority: "Retention" is the weakest stage in customer lifecycle.
Action: Evaluate Paid and Email marketing separately.
Scores Spread: ‘11’ – “High”
This score indicates "urgent need to improve the weakest lifecycle stage."
BFCM Week vs. Pre-BFCM Week Lift Analysis
Pre-BFCM Week: the 30 days leading up to Thanksgiving Day.
Lift analysis below assesses whether strategies developed in the pre-BFCM Week period delivered equal results during BFCM Week.
Lifecycle Stage | Pre-BFCM | BFCM Week | Lift | Indicator |
Acquisition | '50' | '43' | '(7)' | Big disconnect |
Engagement | '44' | '44' | '0' | Moderate disconnect |
Monetization | '41' | '47' | '6' | Fair pickup |
Retention | '52' | '36' | '(16)' | Very big disconnect |
Priority: "Retention" had the biggest decline in lift between two time intervals.
Action: Use the 2024 Paid Marketing and 2024 Email Marketing prompts to evaluate paid and email marketing results separately.
Overall lift change: '-4'
Indicator of a "major disconnect" between pre-BFCM strategies and BFCM Week results.
Conclusion
The 2024 BFCM results demonstrate "Poor" overall performance (Score '43'), "moderate' dependency on performance marketing revenue. "Retention" was the weakest lifecycle stage. The overall '-4' lift indicates a major disconnect between two time intervals with biggest drop for "Retention" lifecycle stage.
Next step: evaluate Paid and Email marketing results separately.