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Framework #13

How can you reach the right customers on Black Friday and Cyber Monday?

Use the Clients model in Data Octopus to build audiences of previous Black Week buyers and tailor Google Ads and Meta campaigns to their purchase history.

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#13

Black Week customers

Feed label
lista_bfcm
Required data
IdoSellGoogle AdsMeta Ads
Type
Customers · Requires the Clients model
Framework #13

Why does it matter?

  • Revenue is not enough

    Black Friday and Cyber Monday are important sales events, but strong revenue should come with attention to margins and profitability.

  • Purchase history identifies audiences

    Customers who bought during the previous Black Week may be a valuable audience for the next seasonal offer.

  • More relevant messaging

    Purchased categories and brands help you match offers and creative to customers' previous choices.

lista_bfcm

How to diagnose the problem?

This framework is available to customers with the Clients model.

  1. 1

    Open Models → Clients in Data Octopus.

  2. 2

    In Days Since Last Order, set a range covering last year's Black Friday through Cyber Monday. Calculate the number of days relative to today's date.

  3. 3

    Check the audience size: the campaign needs at least 200 customers.

  4. 4

    If the list contains no more than 600 customers, do not split it further by category.

Framework #13

Action strategy

  • APrepare and secure customer lists

    Save the filter using “create view”, e.g. as “black week customers 2025”, then create a strategy in Strategies with the Clients model and file. Set a username and password in “security options”, upload the lists to Google Ads or Meta and wait for approval.

  • BMatch campaigns to purchases

    With a large enough audience, use “purchased categories” or “purchased brands” to split it. Launch Demand Gen with the current Black Friday/Cyber Monday offer and consider similar audiences.

KPI

What to measure?

  • Revenue from listed customers

    Track revenue generated by users on the prepared customer lists.

  • Campaign revenue and ROAS

    Evaluate revenue and ROAS for campaigns based on previous Black Week customers.

  • Black Week customers year over year

    After Black Week, compare buyer numbers with the previous year in the Clients model.

What if results don't improve?

If the list has fewer than 200 customers, do not launch the described campaign. With no more than 600 customers, keep one list rather than splitting it by category.

Select previous Black Week customers, keep audiences large enough and tailor messaging to purchase history. Evaluate results after the event, considering purchases, support for other campaigns and year-over-year customer numbers.

See seasonal feeds for Q4
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Framework #13

Frequently asked questions

Does Black Friday customer segmentation require the Clients model?

Yes, this Data Octopus framework requires the Clients model. It lets you filter customers by Days Since Last Order and their purchased categories or brands.

How do you set the dates for previous Black Week customers?

In Data Octopus, convert last year's Black Friday and Cyber Monday dates into days since purchase. Adjust the Days Since Last Order range to the date you prepare the list.

When should you avoid splitting a Black Friday list by category?

The Data Octopus framework advises against further splitting when the full list has no more than 600 customers. The campaign needs at least 200 people.

How should you evaluate campaigns after Cyber Monday?

Check campaign revenue and ROAS, direct purchases and support for other channels. In the Data Octopus Clients model, also compare customer numbers for the current and previous Black Week.

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