Retail Holiday Infrastructure

As with any good marketing strategy establishing goals and the systems to facilitate those goals will be the key to your Q4 success. In this lesson you will learn:

  • If you’re measuring the impact of your channels effectively
  • Who your customer is and if you’re reaching them in a meaningful way
  • If you’re testing as much as you should be


How can I build a marketing infrastructure for the holiday season?

Most best in class retail establishments start their infrastructure evaluation during the early summer months. So, do as the best-in-class do: dig in early to understand the state of your systems, establish approximate goals and ensure that your attribution model is in place.

AUDIO CLIP: Holiday Infrastructure: What to prepare? | Length: 1:52

Evan Barocas

Evan Barocas
Head of Programmatic Advertising



What’s Next?

  1. Dig into Google’s attribution guide!
  2. Read the article: “Unwrapping User Expectations“.
  3. See holiday strategy in action on our blog.

Maureen Jann About the author

Maureen Jann is a veteran B2B marketer whose career in Digital Media has grown up with the Internet. A self-described jill-of-all-trades, Maureen has elevated creative problem solving to an art form and enjoys the daily challenges of driving business results in unexpected ways. Her skills as an entrepreneur, content marketer, creative director and passionate people manager set her apart from the pack. Maureen has worked in every corner of marketing making her a skilled tactical resource as well as a strategic partner. Recently, she was the captain of the marketing ship for an award-winning professional services firm and is currently creating a content marketing strategy for Point It, a digital marketing agency.

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