Campaign train

In any eCommerce company, there is bound to be an endless stream of campaigns. They come in all forms: product drops, Black Friday, clearance sales, and the “Our CEO is on holiday” sale.

Campaign management tends to operate like a train: just like the train has pre-scheduled arrival and departure hours, so do our marketing campaigns.

What happens when a campaign reaches its end? We have leftover inventory, campaign material loses its value and it’s on to the next campaign.

This is not how we should operate our campaigns. Get off the train.