There’s one BIG reason some Black Friday campaigns do better than others. And it’s not how much you’re discounting your courses. In fact, success has everything to do with DATA. But not any kind of data.
Which is why, in this episode of Master the Inbox, I’ve invited Georgiana Costache, data analyst, to give us a breakdown of finding the right insights in your data so your next Black Friday isn’t just successful, but data-driven.
Chapters
00:00 The Role of Data in Successful Black Friday Campaigns
03:27 Analyzing Customer Engagement in the Sales Funnel
10:36 The Impact of Logistics and Operations on Customer Perception
18:33 Leveraging Data for Black Friday Campaigns
37:36 Preparing for Black Friday: Setting Goals and Tracking Data
Hey, this season of Master the Inbox is all about helping you get ready for a profitable Black Friday.
You’ll learn from experts what are the exact steps you should be taking to create a no-brainer offer, build a profitable funnel, keep your list healthy and even write emails that convert without damaging your reputation.
Here’s a glimpse of what you can expect from this episode
In this episode of Master the Inbox, Monica Badiu invites data analyst Georgiana Costache to discuss the importance of data in creating successful Black Friday campaigns. They explore the different stages of customer engagement in e-commerce and the metrics to analyze in each stage.
They also discuss the impact of logistics and operations on customer perception and trust. Georgiana provides insights on how course creators and consultants can leverage data to improve their Black Friday campaigns. They discuss the importance of setting marketing goals, tracking data from multiple sources, and analyzing past campaign data to inform future strategies.
Takeaways
- Data is crucial for creating successful Black Friday campaigns.
- Understanding customer engagement in different stages of the sales funnel is key.
- Metrics to analyze include web analytics, user interactions, and RFM (recency, frequency, monetization).
- Logistics and operations impact customer perception and trust.
- Course creators and consultants can leverage data to improve their Black Friday campaigns.
- Setting marketing goals, tracking data from multiple sources, and analyzing past campaign data are important steps in preparing for Black Friday.
What is a data analyst?
Data analysts are both detectives in search for better ways to market any product or offering, but also a bit of a fortune teller, since they’re in charge of making “predictions” based on your historical data then develops experiments (or split tests) to demonstrate if hypotheses apply or not in practice.
Assuming you have tracked every user interaction on your website and have ERP systems in your warehouse and other tools that report on logistics efficiency (if you’re moving physical inventory), a data analyst would look at transactions, source of transactions (marketing channels that converted best), landing pages, engagement time with the website, new vs returning users, total sales, loyal customers engagement with the offer, products on offer vs products purchased, quantities, time to delivery, stocks.
How can you use historical data to prepare your next Black Friday campaign?
Usually promotions are time bound and have an expiry date in which they are active. Depending on the nature of the promotion, the products on offer, the availability of stock, the discount and the specific segment of audience it addresses, a data analyst would look at all metrics that convey the pre-promotion set goal.
There are three stages at which customers interact with our BF: pre-purchase, purchase and delivery. All stages have their specific metrics that should be investigated.
What tools should you be using to parse data & find practical insights?
- GTM is an amazing tool to implement event tracking and other tracking needs at website level
- Google Analytics is a free tool for website analysis
- Paid Media channels and email marketing should be integrated with the website analytics environment to create a wholistic picture of the marketing efforts
- ERPs should leverage warehouse data or any other logistic solution that conveys clarity on the warehouse operations
- Delivery platforms that report on last mile operations also come in handy
- And data warehouse systems that put together the user base and their transactional data should convey clarity on achieved sales
And if you’ve never looked at your data… where should you even begin?
- Educate yourself on statistics. It is important that you have a solid foundation in this topic and go beyond the basics and understand how the scientific method can be a tool for setting up objectives. Always ask questions and stay curious, plan thoroughly and set up goals before delving into execution, hypotheses and iterate on your hypothesis until you manage to achieve your goals.
- Research google analytics documentation and understand the metrics and dimensions it reports on.
Meet my guest, Georgiana Costache
Georgiana Costache is a seasoned marketing professional with over a decade of experience in SaaS, DaaS, and Retail/E-commerce sectors, where she specializes in leveraging data to translate business goals into actionable insights. Her expertise extends to CRM analysis, KPI tracking, and customer journey optimization, coupled with a deep understanding of digital marketing strategies including content creation, SEO, and paid advertising.
A language, culture, and neuroscience enthusiast, Georgiana is adept at bridging the gap between information and meaning, driving strategic decisions that enhance business outcomes.
Connect with Georgiana on LinkedIn https://www.linkedin.com/in/georgiana-costache
Ready to Plan Your Black Friday Campaign?
If you want to run a successful Black Friday campaign but need some guidance, I’ve got something special for you. There is a Black Friday resources vault right here.
Hi. And welcome. My name is Monica Badiu. I am a marketing consultant turned conversion copywriter and copy coach. I help online course creators and info product businesses sell more through persuasive, non-spammy, no fluff copywriting.
I teach about copywriting, digital marketing, and conversion strategies tested in my businesses and with my clients.
Other links:
- Get to know more about Monica Badiu: https://www.linkedin.com/in/monicabadiu
- Visit Monica’s website: https://www.monicabadiu.com
- Listen more Master the Inbox episodes: https://www.monicabadiu.com/master-the-inbox-podcast/
- Get your Black Friday resources: https://www.monicabadiu.com/black-friday-resources/
- Read Monica’s blogs: https://www.monicabadiu.com/blog
- Get your freebies: https://www.monicabadiu.com/freebie
- Get assistance with your copywriting by scheduling a free discovery call: https://www.monicabadiu.com/contact
- Learn more about running successful email promos: https://www.youtube.com/playlist?list=PLmXZEZDMnLQf1GnQeRfO5nUjNtZwEzoi0
Want to learn email copywriting?
Start by analyzing what others are doing. My Email Teardown series showcases some of the best (and sometimes worst) examples of sales emails that have hit my inbox. Here’s the link to the playlist. I publish new email reviews every week.
Are you a course creator?
Email marketing is one of those channels you should be developing early on in your business. Here are The 9 Email Automations Every Course Creator Needs to make bank, enroll students, and nurture audiences.
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Hi! I’m Monica. I help course creators enroll, engage, and educate audiences through customer-centric email copywriting. I’ve been privileged to partner with course creators from all over the world. And I’ve seen this customer-centric approach to email marketing work every time.
The best part? It’s not about the sale.
Email marketing is a fantastic channel because it builds trust, delivers value, and positions the brand as a partner. Read more on my blog or listen to Master The Inbox, the podcast where I share all my conversion secrets.