Thursday, June 26, 2008

Calculating Weekly Goals

It is important to calculate weekly goals to accurately keep track of the campaign performance and be able to make changes to the campaign if it is performing below expectations. One of the most common ways to calculate the weekly goals:

Using Historical Data – If a similar campaign has been live in the earlier, then that previous campaign's results can be used to directionally predict the metrics of the upcoming campaign. Sometimes, even using an x% increase year over year or quarter over quarter can be used. One more factor to be considered in the seasonality of the product/service. If the upcoming campaign falls in a higher or lower seasonality curve, then it should be taken into consideration.

After the actual campaign goes live, the forecasted numbers should be validated with the actual and learnings should be applied during the next campaign to reduce the discrepancies.

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