RESOURCES

A clothing retailer that sells casual apparel for Adults, Teens, Kids, and Babies at an affordable price was looking to identify opportunities using our analytics capabilities. 

Code3 sought to help the retailer identify opportunities around holidays, promotions, and trends. We plotted the CPMs through Q1 and examined the correlations between increased CPMs and a holiday or promotion. The goal was to use these learnings to optimize spend and creative deployment in order to win valuable impressions during these timeframes. 

Our analytics strategy consisted of the following:

1. We plotted the CPM across the funnel to see if spikes occurred throughout the Awareness, Consideration, and Conversion phases.

2. Then, we chose a view of only Awareness campaigns, as the objective for these campaigns was to drive a lower CPM and have a broad audience.

3. Next, we denoted any CPM spikes that occurred and then compared them to the dates that were highlighted on the promotional calendar.

3. Finally, we looked at the retailer's direct competitors to see if they also experienced these same trends during Q1. 

Based on our learnings, we were able to recommend the following action items:

1. Apply more daily spend to the first Friday of the month to capture valuable impressions from the people looking for promos (and might spend more).

2. For big holidays, increase awareness spend 1-2 weeks before the holiday. If possible, pair it with a topical copy related to the holiday. 

3. Focus on big items during the holidays- these are the items people look out for to have sales, and want things in time for the holiday. 

4. Plan for months when there are major climate shifts in those parts of the country.