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Framework #14

How can you reach the right customers before Christmas?

Identify buyers from the previous Christmas season in the Data Octopus Clients model and prepare Google Ads and Meta campaigns tailored to their purchase history.

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#14

Christmas customers

Feed label
lista_xmas
Required data
IdoSellGoogle AdsMeta Ads
Type
Customers
Framework #14

Why does it matter?

  • An important sales period

    The run-up to Christmas is a key period for e-commerce. Previous purchases help you prepare campaign audiences.

  • Seasonal purchase history

    Customers who bought from your store before last Christmas may be a valuable audience for this year's offer.

  • Offers matched to customers

    Purchased categories and brands help you create more relevant messaging and visuals.

lista_xmas

How to diagnose the problem?

This framework requires 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 first week of December to Christmas Eve. Calculate the days relative to today.

  3. 3

    Check that the list has at least 200 customers; with fewer, do not launch the campaign.

  4. 4

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

Framework #14

Action strategy

  • ASave and share the customer list

    Save the filter using “create view”, then use “Add strategy” in Strategies to select the Clients model, saved view and Clients file. Secure the list with a username and password in “security options”, upload it to Google Ads or Meta and wait for approval.

  • BLaunch Christmas messaging

    With a large enough audience, split it by “purchased categories” or “purchased brands” and launch Demand Gen with the current Christmas offer. Also consider similar audiences.

KPI

What to measure?

  • Revenue from customer lists

    Monitor revenue from users on the prepared Christmas lists.

  • Campaign revenue and ROAS

    Evaluate campaigns targeting audiences selected from previous purchases.

  • Customers year over year

    After Christmas, compare buyer numbers for the current and previous season in the Clients model.

What if results don't improve?

Do not launch the campaign with fewer than 200 customers. If the audience has no more than 600 people, skip splitting by category.

Use Christmas purchase history to prepare audiences and messaging. After the season, evaluate revenue, ROAS, support for other campaigns and the year-over-year change in buyers.

See seasonal feeds for Q4
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Framework #14

Frequently asked questions

How do you find customers who bought before last Christmas?

Open the Clients model and the Days Since Last Order filter in Data Octopus. Set a range covering last year's pre-Christmas period, counting days from today.

Can you use the same date filter all December?

Adjust the Days Since Last Order range to the date you prepare the list. In Data Octopus this filter counts days since the last order, not fixed calendar dates.

Should you segment Christmas customers by brand?

Yes, if the audience is large enough to keep lists sizeable. The Data Octopus framework recommends one list when there are no more than 600 people.

When should you evaluate Christmas campaigns?

After the season, review revenue, ROAS and support for other channels. In Data Octopus, also compare customer numbers with the same period last year.

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