Peak Mastery: the data insights to help you excel during peak trade season

Peak Mastery: the data insights to help you excel during peak trade season

Data and data science play a crucial role during the peak trade season, they enable businesses to make informed decisions in an increasingly competitive environment.

With customer behaviour fluctuating so rapidly, data-driven insights allow for adjustments to optimise performance and meet demand. Leveraging data science during this period can help businesses maximise revenue opportunities and improve efficiency.

Head of Analytics, Emily Pick offers her insight into leveraging data during the peak season:

What are the main barriers to success for implementing data during this period

• Accessing the data available and knowing how to use it

Marketing teams can often be quite siloed from other parts of a business, especially from a data team (should one exist). This means being able to access the right data can be quite challenging, let alone being able to use it in the most effective way.

Linking up with any data teams that might be housed within your business well in advance to any peak trading periods will give you a valuable opportunity to share skillsets.

• Influx of data for brands

During the peak trade season, brands can often be faced with an influx of large amounts of data. The main challenge this presents is whether these brands can handle this level and size of data.

This can mean that the data isn’t taken advantage of, and any insight gleaned is minimal.

What are the key ways to overcome these barriers?

Get prepared pre-peak:

It is essential to collaborate with data teams in advance. Conducting experimentation testing way ahead of time will maximise effectiveness and ensure the process runs smoothly.

Ensure everything is ready to measure performance – and accurately!

Start by auditing your data and tracking setups to identify any gaps.

If there are any concerns or issues, engage with an analytics or tracking implementation expert so you can have confidence in your data.

Having the right technology in place

consider which tools you need and how you will use the data for post-peak measurement. For example, do you require a data warehouse like BigQuery or a data visualisation tool like Power BI or Looker?

How can 26PMX assist?

Here at 26PMX we have a dedicated Data Science team that can help you prepare for peak through a range of methods and services we offer:

Trust your data:

We run technical audits across our clients prior to peak season to ensure that the data you are using is in the best place to maximise your performance marketing strategy.

Post campaign reporting:

We can build reports that give you a summary of performance during peak across all channels that activity is running across at a glance.

Support on channel strategy:

Using incrementality testing and multi-touch attribution to get an accurate understanding of the channel mix.

To find out more about 26PMX and our services visit: https://26pmx.com/services/