sellforte - kn

Weather doesn’t just decide whether we grab an umbrella or throw on a pair of sunglasses—it shapes how we shop. From surprise cold snaps to scorching summer heatwaves, weather has the power to instantly sway consumer behavior, either fueling demand or putting it on ice across industries like fashion and grocery retail. Traditionally, Marketing Mix Modeling (MMM) zeroes in on the message (what you're advertising) and the channels (where you're advertising). But often overlooked are the external forces, like weather, that can make or break marketing performance.

Are you prioritizing growth or efficiency when making decisions about the upcoming campaigns and budgets? What if you didn’t have to choose between the two?

The end of the year is often considered as the most significant period for eCommerce brands. A fact evidenced by the staggering statistic that eCommerce Holiday spending exceeded $889M in 2021 in the US alone. Moreover, there is a continous growth forecasted for the following years which will manifest in 2023 as well. Such an impressive figure prompts the question: How can brands tap into this immense potential, and more importantly, do so profitably?

Welcome to Part 2 of our series on end of year marketing strategy optimization. By blending analytics with strategy, Media Mix Modeling (MMM) offers a comprehensive lens to dissect, understand, and enhance marketing endeavors. As the festive season beckons and the stakes rise, let's delve into how MMM can be the beacon guiding brands through the intricate maze of end-of-year campaign planning, ensuring that every move is calibrated for maximum impact.