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Please fill in the form below to download the report
The Black Friday Cyber Monday (BFCM) holiday is the event of the year for most eCommerce brands, and the time where many net a significant percentage of their annual revenue. There are lots of different strategies for how to play this period, whether increasing spend drastically, targeted increases in some channels or over a limited time window, or eschewing the holiday altogether and going dark.
One thing is for sure – there is very little consensus over the best approach to take to maximize your returns. As with all things eCommerce marketing, a big part of this is a measurement problem.
Especially post-iOS 14, very few eCommerce brands have good quality cross-channel and cross-funnel performance data, and a lot of decisions are made using guesswork and assumptions.
Given these industry-wide challenges, Fospha are in a unique position to look into the impact of spend strategies across the Black Friday period. With a world-leading attribution model that offers deep insight, particularly into hard-to-measure impressions-led channels, and a wealth of cross-client data, we are delighted to share with you the best channel strategies for the BFCM period based on our own measurement.
Download the report to find out: