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BizReport : Ecommerce archives : December 07, 2007

Holiday Dashboard allows marketers to predict shopping revenue

With Cyber Monday bringing in $4 billion online, many marketers are hopeful that a better holiday shopping season is afoot. I you're curious about how your online ad campaigns are performing so far this holiday season, look no farther that PM Digital's new Holiday Dashboard. The tool that tracks how campaigns are performing now and will even predict - based on prior years - how your revenue will shape up for this shopping season.

by Kristina Knight

The dashboard works by tracking data obtained from October 1st through December 31st. It also tracks into January for online marketers whose fiscal calendar runs through January. Marketers can use the data to contrast revenue from 2006 to 2007.

"Online retailers' focus from January to October is the holiday season," said Suzy Sandberg, president of PM Digital (via MediaPost). "Every dollar that they spend is trying to make an impact on those 6 weeks--because for many of them, that's where 35% of their overall revenue comes from."

In addition, marketers can track key performance indicators (KPIs) with to-date and prior year revenue numbers to help predict demand for different products. Marketers can also create bidding strategies for their campaigns.

By tracking how campaigns are performing for the year and year over year, marketers have a better chance of correcting slow areas for an overall improved Q4 revenue status.

Tags: ecommerce, online advertising, online revenue

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