Now that you’ve grabbed key data from your holiday marketing data yields, the next step is to see how you can improve on last year’s efforts. There’s a good chance that even with the best of efforts, you didn’t see the results you anticipated – and that’s ok. Enterprise level organizations are rarely going to meet their goals in the first few years of being at an enterprise level. This is still a stage of growth and development for your company, but as long as you do the work, you’re on your way to continued and sky-rocketing success. So now that you’ve assessed your holiday data, it’s time to do the work and figure out what your next steps are as a marketing and sales department.

Traffic Lull
If despite your best efforts, you didn’t see enough of a traffic spike during in your holiday marketing metrics, then there’s usually a couple reasons for it. These include factors such as not planning early enough, which meant that the campaigns wouldn’t have had enough time to saturate with your market. Another reason could that the plan wasn’t targeted to your audience. Perhaps it was too broad of a campaign or simply didn’t offer enough value. During the holidays, unless you’re associating yourself with some great philanthropic cause, your goal is to be fun and clever in order to build your brand awareness and brand loyalty. This means the best campaigns are geared toward giving people a good time, something entertaining to watch, and something to share on social. That’s where you find the value.

Roping in New Subscribers
If you didn’t get enough (or any) new subscribers, it’s probably because you may not have made new subscribers as part of your holiday marketing goal. To offset the loss, prepare for the year ahead by including this as a goal. As marketing campaigns roll out, make sure subscription buttons and calls to action are strategically located. Create unique landing pages if you need to, and make sure that any campaign is mirrored and shared in your email marketing campaigns as well.

Low Dollar Conversions
The number one reason why conversion rates are low in dollar amount is because there wasn’t a holiday incentive to purchase. This year, try offering several rounds of exclusive holiday details that start at Black Friday.

Mirroring the Brick and Mortar Shopping Experience
If you have a brick and mortar business and had varying results with online versus in person yields, then you’re in an excellent position with tremendous insight into the behavior of your customers. Don’t think of it as a disadvantage that one out-performed another; instead think of it as a controlled science experiment and your job now is to make the lesser level up to the better performing result.

So if your brick and mortar did better in sales, for example, then ask yourself how and where? What sold in-store versus how that performed online? Why did it perform better? How was that product positioned differently? How did the marketing campaigns differ and how where they intersect? The more data you gather here, the richer a profile you’ll be able to piece together of not only how your campaign performed and how your brand is perceived, but how your customers behave. It’s double the work to run two sets of analytics but it’s a privileged position to be in that throws you ahead of the curve.

Even though you’re dealing with holiday marketing data and planning a stronger strategy for this year’s holiday campaign, know this: the holidays aren’t the only time of year where that are big seasons for a company. For your company, summer could be just as important and lucrative as winter. If that’s the case, then step up your game and have as summer strategy that with the same principles in tow. Have a plan, execute the plan and tally results. This is also a great warm-up for when winter is coming.