The problem
Retail peaks create urgency, high message volume and customer fatigue.
The signal
Verified customer segments, prior category interests, seasonal activity and valid channel permissions.
The action
Plan a relevant seasonal campaign, coordinate creative and audience rules, and apply configured frequency, opt-out and country-specific sending safeguards.
The measurement
Campaign engagement, attributed purchases where available, spend, repeat purchasing and customer economics.
A practical question
Which audience has a relevant seasonal reason to engage with this offer?
Key terms
TermDefinitionCaveat
Campaign contribution
Attributed revenue less campaign costs, used when gross-margin data is not available.
Not accounting profit.
Campaign ROI
(Attributed incremental contribution minus campaign spend), divided by campaign spend, where incrementality is supported.
If only attributed sales are available, call it reported return, not ROI.
Retention
Customers active in a defined cohort at a later period, divided by the eligible original cohort.
The cohort and what counts as purchase activity must be clear.
Opt-out rate
Definition to be supplied by Analytics.
The source documents name this metric but do not define it.
What IDEAL could add
Evidence-led prioritization of observed opportunities, governed by sending rules and approvals.
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