Man pushing "Black friday" button on computer keyboard.

What to Track this Holiday Season

Many retailers have already begun their Black Friday Sales, and more will join in the lead up to this Friday. But sales are not the only valuable thing that brands should be looking at during the largest sales period of the year.

Advertisers risk losing out on something almost as valuable as sales, customer data. It can be difficult to reach relevant shoppers during gifting periods, so tracking this holiday season’s information can be incredibly important to future holiday sales promotions. This data can be re-examined and re-used in next year’s campaigns. Here are a few easy ways to collect, and use your data wisely.

  1. Appropriate Tag Set Up – Tags are crucial to gathering consumer data and helping segment audiences (see next point). Focus tags on specific pages such as, the home page, product page, and basket page, to be able to reach consumers at the right stage of purchasing.  Bid higher for users on basket pages, as they are more likely to convert. Another tip is to create an onsite tag to collect customer information, as well as the addition of a field that reports if that page has a Black Friday deal.
  2. Building Audiences – Use data within your CRM to create an audience list of prior customers, with a focus on previous Black Friday shoppers. You can determine these users based on on-site tracking, and linking them to Black Friday keywords. A list like this will allow you to target users most likely to come to your site for Black Friday sales. Similarly, you can also build audiences from Facebook, and email lists. To make the most out of data, it can be applied to Programmatic Display retargeting campaigns.
  3. Google Analytics – Google Analytics gives advertisers the ability to capture in-depth consumer data. If you have not already done so, set up an account to track useful information such as time-of-day searches, trends, and site behaviours. You can then use this information to allocate next year’s budget.

If you keep these tips in mind, you can make your data work harder and build the foundation for a successful Black Friday, Christmas and Boxing Day season.