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STOP: Analyze These 3 Crucial Buyers Post-BFCM to Maximize Q4 Profit
16 ideas de marketing sacadas de «STOP: Analyze These 3 Crucial Buyers Post-BFCM to Maximize Q4 Profit», de Perpetual Traffic. Sobre todo de medición y…
- 16 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 39 min
- Publicada en 2025
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Canales de adquisiciónEl periodo conocido como 'Q5' (del día de Navidad a Nochevieja) ofrece los costos publicitarios en redes sociales más bajos del año y picos de atención de usuarios (especialmente audiencias jóvenes con tarjetas de regalo y mentalidad de Año Nuevo), mientras gran parte de la competencia detiene su actividad.
you have to sprint into the final end of the year? Because a lot of folks will neglect Q5, which is Christmas Day to New Year's Eve. Some people will argue that it extends as soon as like that last day to ship. But that's exclusively for e-commerce. For me, Q5 is Christmas Day to New Year's Eve. It's the cheapest time you're going to buy ads on social media ever when there's the most amount of time that people are on their devices, especially, especially for Gen Alpha and younger Gen Zers. They're home from college. They're not distracted. They are ready and they have regrets from whatever…
Escúchalo en el minuto 10:20
Segmentación post-promoción por ventanas de recencia (90, 180 y +180 días)
Retención y relación con el clientePara auditar la efectividad de una campaña de descuentos masivos (como Black Friday) y planear el seguimiento, segmenta a los compradores según su recencia previa en tres grupos: compradores recientes (<90 días, lista de buena voluntad que compraría igual), compradores en riesgo reactivados (91-180 días, para medir velocidad de recompra y fallas de retención) y clientes inactivos o nuevos (>180 días, usualmente…
Well, if they bought from you in the last 90 days before the black Friday, sorry, let's be clear. it's your whole website, that's anything in your black Friday, cyber Monday sales period. So 90 days before they purchased in the sales period, had they had another purchase. Awesome. We're calling them your donor. Goodwill list. We'll be nicer. The goodwill list. Thanks for being a customer. Right. Okay. Then we're going to look at who did not buy within the last 90 days, but bought the 90 days before. So they bought once in the last six months, but not so recent. This list is the person That…
Escúchalo en el minuto 20:20
Análisis post-promoción estratificado en el CRM más allá de las métricas de vanidad
Medición y experimentosTras eventos promocionales de alto volumen (como Black Friday), es crucial auditar el CRM estratificando el rendimiento por segmentos de audiencia, valor medio del pedido (AOV) y tipología de oferta (descuento directo vs. paquetes), en lugar de evaluar el éxito únicamente por la facturación bruta inmediata.
heard anybody talk about this specific part of the analysis post Black Friday, Cyber Monday, because most people are really just sort of focused on the vanity metrics and like, yeah, they eventually did not stay in business. The point is this, is that there's a ton of data that's there. It's all in your CRM. You just have to be able to stratify it out here. And I think you've done a really good job of like being able to look at the three different audience types and then figure out your average order value. Depends on like all of this depends. It depends on what your offer was. Was it a pure…
Escúchalo en el minuto 35:42
Segmentación de compradores promocionales por recencia para evaluar la rentabilidad real
Medición y experimentosPara evaluar la efectividad y el impacto en margen de una campaña masiva de descuentos (como Black Friday), se debe segmentar a los compradores por recencia: los clientes de los últimos 90 días representan margen cedido en ventas que habrían ocurrido de todas formas, mientras que los clientes de más de 90 días o más de un año representan reactivaciones genuinas.
look at next is, okay, let's look at who gave you that money, right? I need you to break out your list and segment it. How many of the people that bought from you bought within the last 90 days? How many of the people that bought from you on Black Friday bought 90 days or more? And how many people that bought from you hadn't given you any money in over a year? For me, if you have people that depending on what your CRM allows you to know, you want to understand how many people that bought from Black Friday had previously purchased from you within 90 days. Okay. Those people, we'll give them a…
Escúchalo en el minuto 18:42
Cronograma de preparación para Black Friday desde mitad de año
ConversiónLa preparación de Black Friday debe estructurarse meses antes: planificar en junio, definir la oferta en julio, captar leads en agosto, validar la oferta preliminar en Labor Day (septiembre) y expandir audiencias hacia noviembre en lugar de improvisar al final del año.
the reality is, is you cannot build on the success of this year's Black Friday if you wait till next September. I will argue till I'm blue in the face. Black Friday starts in July, June for planning, July for solidifying your offer, getting leads in August, testing a soft Black Friday offer with Labor Day, and then pivoting after Labor Day sales to find new audiences, continue to build it so that you have a successful Black Friday. The reality is though, this year,
Escúchalo en el minuto 6:29
Medir la velocidad de recompra a 90 días para evaluar la eficacia real de promociones masivas
Retención y relación con el clienteEl impacto y rentabilidad real de una campaña masiva como Black Friday no se miden únicamente por el pico inicial de facturación, sino monitoreando durante los 90 días posteriores la velocidad de recompra (a 30, 60 y 90 días) y la retención del nuevo segmento captado.
folks. What I want you to do is now you look at that and you can see what percentage of your Black Friday, Cyber Monday success came from those two divisions. And then what you want to do is monitor closely their behaviors over the next three months. Those Costco buyers, if you have people like, monitor their behavior over the next 90 days. Look at that list. Are they engaging with your emails? Are they continuing to engage with your brand? Have your email team evaluate, like, how is this segment performing? Because again, this is where in 90 days from now, are they, what is the velocity to a…
Escúchalo en el minuto 30:27
Medición y experimentosBlack Friday suele combinar los costos publicitarios más altos con los márgenes más reducidos; evaluar el éxito únicamente por volumen de ventas oculta la pérdida de rentabilidad, la canibalización de ingresos de meses posteriores y la baja retención si no se acompaña de suscripciones o estrategias de segunda compra.
looking at Black Friday, you have to understand your numbers. Otherwise, I think a lot of people are going to be like, yay, I made all of this revenue in November, and then either screw their revenue up to February because they've sold a bunch of bundles. They're going to mess up their profitability for all of 2026 if they continue to just guess at what Black Friday could be. if they don't understand and dial in what was the true effect of Black Friday to their profit line. I hate Black Friday. I hate it. I hate it. Cheapest way to lose money. You give away all of your margin and you pay the…
Escúchalo en el minuto 7:00
Validación financiera de ofertas y descuentos diferenciados por tipo de inventario
Oferta y precioLas promociones con descuentos agresivos no deben aplicarse indiscriminadamente a todo el catálogo ni definirse exclusivamente desde marketing; el área financiera debe aprobar los márgenes unitarios, reservando las rebajas más profundas para liquidar stock estancado o perecedero y protegiendo el margen de los productos más vendidos.
60% off the whole store. It's just easier for them. Your marketing team should not be dictating your sales strategy and your discount. You can give suggestions, but if your CFO does not come into the conversation, you could be giving away a loss that you're not prepared to handle we can have some products as high as 60%, but you still need to have net profit on each individual sale. If you have a consumable good with an expiration date, you need to liquidate that inventory as fast as you can. And you can get those steeper discounts because having that loss of inventory and paying that storage…
Escúchalo en el minuto 16:04
Recuperar el margen cedido en promociones convirtiendo clientes recientes a suscripciones y reseñas
Retención y relación con el clienteA los clientes que ya habían comprado en los últimos 90 días y vuelven a comprar con descuento de Black Friday o Cyber Monday, se les debe dirigir una secuencia postventa enfocada en conseguir reseñas o convertirlos a un modelo de suscripción recurrente para compensar la pérdida de margen y construir valor de marca.
loyalty program, the people that bought from you in the last 90 days and participate in your Black Friday, Cyber Monday offer, your efforts need to be focused on evangelizing them into a review or into a subscription. Because if you gave away all that goodwill discount and they would have bought from you already, the best way to compensate for that loss of margin is to earn it back in brand equity and in subscription. A little bit of reciprocity to a certain degree, but also the subscription play
Escúchalo en el minuto 25:15
Identificar compradores con volumen atípico tras promociones para acuerdos mayoristas
Investigación de mercado y clienteMonitorear y auditar los pedidos con volúmenes excepcionalmente altos durante promociones masivas permite identificar compradores con potencial de venta mayorista (wholesale), posibles afiliados o riesgos de arbitraje y fraude comercial.
personally, but it could be something that you could try. It's like, Hey, find me who is the highest number of people. Like you might have someone that could be wholesale opportunities in that list. You might have someone that could have an affiliate opportunity in that list. Those Costco buyers, if you have someone that's like, Ooh, they went above and beyond. What's great is to look at the exceptions when see what those individuals were. That's a really good point. So a client of ours always scans their Shopify for these buyers that are like buying, they sell case, these certain specific…
Escúchalo en el minuto 30:55
Oferta y precioDesarrollar una nueva oferta no exige recortar márgenes con descuentos directos; agrupar productos (bundles), variar los ángulos de venta y ofrecer distintas opciones de compra permite capturar mayor flujo de caja sin degradar la rentabilidad.
the best opportunity is agency partners and brands together can remove resources off of the media buying because so much of that is now in strategy. And you can apply that towards creating new messaging, creating new angles and creating new offers. Making new offers does not necessarily mean giving away a different discount. You can bundle stuff together. It's having a new offer and selling something. More options you give to the sell, the more opportunity you can take in receiving cash collected or the 16-digit swipe. So creating offers, you're right. If we lower the
Escúchalo en el minuto 14:13
Auditoría de rentabilidad y estrategia de re-adquisición post-Black Friday
Medición y experimentosInmediatamente después de Black Friday / Cyber Monday, las marcas deben auditar sus métricas de rendimiento (como NCAC, NAOV y MER) para determinar si la escala ocurrió a pérdida y establecer una estrategia de recompra para rentabilizar a los nuevos compradores durante el resto del trimestre.
year in the conversation is going to be like, okay, let's look at your Black Friday numbers. We've talked a lot on the show, Ralph, about our MPIs, right? The marketing performance indicators that matter, right? Your NCAC, your NAOV, your MER, like the numbers that help you not break the bank when scaling. You want to scale profitably, not scale at a loss. We have to analyze, was our Black Friday Cyber Monday success scaling at a loss? And if so, what is the cash that we have now allowed us to? What's our runway to compensate for that loss? And what is our reacquisition strategy for anyone…
Escúchalo en el minuto 11:33
Segmentación por ticket post-descuento: incentivar a los compradores en volumen a regalar el producto
Retención y relación con el clienteAl segmentar a los compradores de una promoción según si superaron o no el valor promedio de pedido (AOV), a los compradores de alto volumen que acapararon producto (compradores 'Costco') se les debe incentivar vía email o SMS a utilizar sus compras como regalos y referir a otros, evitando que su acaparamiento canibalice las ventas de los meses siguientes y acelerando la recompra.
to get. Your opportunity cost is high, but you can leverage it stronger. So when I would then break that apart, if you're e-commerce, how many people, like you need to figure out what's your average order value and then how many people bought over the average order value. So we're going to split that again. So you have your goodwill list. We want to split it again. How many superseded your average they like, they're like, okay, they're just opportunists. But if they bought more than that, did they potentially buy out the additional revenue that they would have gotten in December, in January…
Escúchalo en el minuto 26:43
El punto crítico operativo en las campañas de Black Friday ocurre en Acción de Gracias
Canales de adquisiciónEn el mercado estadounidense, la mayor fricción y riesgo operativo al lanzar anuncios específicos de Black Friday ocurre durante el Día de Acción de Gracias (jueves) y la tarde previa del miércoles, debido a la desconexión anticipada de equipos y clientes corporativos justo antes de las activaciones principales.
is the easiest day of the whole holiday. It's Thanksgiving that's the hardest because all of your US based team, like none of them want to work, but that's like you're potentially launching if you are doing Black Friday specific ads or different creative and it's the biggest day. So it's just before people sign off, especially our like corporate clients, they're clocked out at 3 p.m. on Wednesday before. So if something comes up, it's an emergency. Yeah. If you need some kind of change the last minute, forget it. It's not, it's like, it's
Escúchalo en el minuto 4:20
Medición y experimentosCelebrar un alto volumen de ventas en Black Friday sin una planificación inmediata para capitalizar esos clientes y sostener los márgenes puede perjudicar la rentabilidad del negocio durante todo el año siguiente.
You cannot build on the success of this year's Black Friday if you wait till next September. A lot of people are going to be like, yay, I made all of this revenue in November. And then they're going to mess up their profitability for all of 2026.
Escúchalo en el minuto 0:00
Medición y experimentosCelebrar un alto volumen de ventas en Black Friday sin una planificación inmediata para capitalizar esos clientes y sostener los márgenes puede perjudicar la rentabilidad del negocio durante todo el año siguiente.
You cannot build on the success of this year's Black Friday if you wait till next September. A lot of people are going to be like, yay, I made all of this revenue in November. And then they're going to mess up their profitability for all of 2026.
Escúchalo en el minuto 0:00
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