“Pre-specifying sensitivity analyses… results are consistent when analyzed in different ways.”
MD
Meryl Dersarkissian
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Profit Metrics team, unspecified speaker · Google Ads Unleashed | Winning Strategies for E-Commerce Marketers · ProfitSessions: What Black Friday actually makes you (ProfitMetrics Roundtable)
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Analyze 365-day historical data, remove consistently unprofitable SKUs, keep best-sellers and discount them less
“Pre-specifying sensitivity analyses… results are consistent when analyzed in different ways.”
“Being able to go back and analyze, take data from five, 10 years ago and strip out any company name... try and analyze that data and see which ones you like better.”
“Practice something like saying, oh, actually, we don't discount our planning fee. We want to be consistent and fair with every client…”
“Look at historical data… what uplift do we think we’ll have?… that’s the ideal situation”
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