The importance of seasonalising digital data analysis

Based on customer experience, we have extracted relevant information from two specific cases that provide valuable lessons on online sales behaviour during January and February in the retail and leisure sectors. These cases followed a successful fourth quarter of sales in 2023. During this period, both projects experienced a significant increase in turnover, driven by events such as Black Friday and the holiday season, as well as by a solid digital strategy implemented throughout the previous year.

However, after the Christmas season, both projects began to experience a decline in sales. In one case, a sportswear brand with international sales and presence, they took advantage of this international presence to implement a strategy to capture sales globally, while in the other case, a musical in Madrid, they anticipated the usual downturn in the sector and launched an aggressive sales campaign to maintain sales momentum.

The significant decline in sales caused concern among the management of both companies. However, a comparison of current performance with the same period last year showed an increase in turnover in 2024. This analysis reveals the importance of maintaining calm and consistency in digital marketing strategy, even in challenging times.

These cases demonstrate that it is essential to resist the temptation to abruptly change strategy in the face of falling sales. Instead, it is crucial to maintain a long-term vision and to rely on the strategy in place, which can lead to a faster and more sustainable recovery in the future.

Consistency in strategyMaintaining a robust digital strategy over time can help mitigate sales declines and maintain positive overall performance, even after periods of success.

Market adaptationAnticipating market trends and adjusting strategy accordingly can be crucial to maintain sales momentum, as demonstrated in the case of the musical "Malinche" with its aggressive sales campaign.

Comparative analysisComparing current performance with the same period of the previous year can provide valuable information on the overall health of the business and help maintain a balanced perspective during fluctuations in sales.

Patience and trustResisting the temptation to abruptly change strategy in the face of falling sales is critical. Remaining calm and confident in the strategy in place can lead to a faster and more sustainable recovery in the future.

Online sales behaviour during January and February in the retail and leisure sectors can vary depending on a number of factors, including seasonal events, specific promotions and changes in consumer behaviour. Here are some general observations on digital sales behaviour during this period:

After the Christmas seasonSales generally tend to slow down in January after the shopping boom during the holiday season. Many consumers spend considerably during the holidays and then reduce their spending in January.

Sales and clearance promotionsTo counteract the post-Christmas sales slowdown, many retailers implement sales and clearance promotions in January and February. This may include significant discounts on past seasonal products or surplus inventory items.

Valentine's DayValentine's Day in February can boost sales in certain product categories, such as gifts, flowers, chocolates and romance-related products. Companies often use this occasion to launch targeted marketing campaigns and special promotions.

Seasonal trendsLeisure: Sales in the leisure sector may experience fluctuations during these months, as consumers may opt for indoor activities due to winter weather conditions. This could translate into increased sales of products and services related to home entertainment, such as movies, board games and books.

In summary, while January and February tend to be months of declining sales after the holiday season, companies can counteract this trend through digital marketing strategies focused on promotions, seasonal events such as Valentine's Day and adapting to changing consumer preferences during the winter months.

When stationing a digital data analysis, the aim is to:

Identify seasonal patternsThis involves detecting recurring trends or cycles in the data over time. For example, it is common to observe spikes in sales during events such as Black Friday or Christmas, or increases in web traffic during certain seasons of the year.

Understanding the causesIt is important to understand what factors contribute to the observed seasonal patterns: Are they driven by changes in weather, seasonal buying behaviour, specific promotional campaigns or other external events?

Adjusting strategiesOnce seasonal patterns have been identified and understood, companies can adjust their digital marketing strategies accordingly. For example, they can plan targeted promotional campaigns to capitalise on seasonal peaks in demand or adjust the tone and content of marketing to suit seasonal consumer preferences.

Forecasting and planningBy seasonalising data, companies can make more accurate forecasts of future performance and plan their marketing and sales activities more effectively. This can include budget allocation, campaign scheduling and inventory management.

In a nutshell, Seasonalising digital data analysis involves recognising and taking into account seasonal variations in consumer behaviour when interpreting data and making strategic digital marketing decisions..

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