Why?
- Measure Marketing Effectiveness - Track the footfall and sales impact of events, promotions, and festive seasons to assess ROI and refine future strategies.
- Optimize Store Performance - Compare store-level and regional analytics to identify successful campaigns, peak shopping periods, and areas for improvement.
- Enhance Strategic Decision-Making - Use data-driven insights to allocate budgets efficiently, evaluate event success, and adjust marketing efforts for maximum profitability.
Target Audiences:
Marketing Agencies, Brand Managers, and Marketing Teams
1.0 App Configurations
Before proceeding with any app marketing analysis, users must create an event for each relevant site.
1.1 How to Create New Event
- Navigate to Retail Marketing ROI > App Configurations > Events and click the New Event button at the top right of the page.
- Fill in all required fields with the relevant information, then click Create button to finalise the new event.
| Item | Description |
|---|---|
| 1. Site Name | Select from a drop-down list of all sites created in V9. (Info: To create a new site, refer to Chapter 2.1 Site Settings for more info.) |
| 2. Event Name | Enter the name of the event. |
| 3. Event Type | Select from a drop-down list for categorization. (Info: To create a new event type, refer to Section 1.2 below.) |
| 4. Event Date Time | Select the event's start and end dates. |
| 5. Evaluation Start Date | Choose the start date for the event evaluation period. |
| 6. Evaluation End Date | Choose the end date for the event evaluation period. |
| 7. Event Cost (optional) | Enter the event cost (optional field). |
| 8. Event Description | Provide a brief description of the event. |
1.2 How to Create New Event Types
Users can create and categorise different event types in this section.
- Navigate to Retail Marketing ROI > App Configurations > Event Types and click the Add Event Type button.
- Enter the Event Type Name and click Create button to finalise the new event type.
2.0 Event Analytics
2.1 Events Comparison
The Event Comparison section enables users to analyse the performance of events within the same category by selecting an event type. Three line graphs visualise footfall, sales, and conversion trends across multiple events, while a table on the right breaks down footfall and sales uplift. A comment section at the bottom enables users to document key insights. This section helps businesses assess event effectiveness and refine marketing strategies for better results.
Use Cases:
- Measure Event Performance - Compare footfall and sales uplift across events to identify the most successful marketing initiatives.
- Optimize Marketing Investments - Assess sales conversion rates to allocate budget effectively for high-impact events.
- Refine Event Strategies - Use data insights to improve event planning, timing, and execution for better customer engagement.