🚀Rolling Compare Dates for In-Progress Campaigns
This feature introduces rolling compare dates for campaigns in progress on the Marketing Impact screen. It enables accurate sales evolution calculations for active campaigns by matching the compare period's length to the running campaign's days.
🤔 Why This Matters
Without rolling comparisons, comparing incomplete active campaigns to completed periods can lead to misleading results. This feature ensures brands can:
Evaluate real-time performance accurately.
Make timely, data-driven adjustments to campaigns.
👩🏫 Key Benefits for Retail Media
Precision: Enables fair comparisons by aligning active campaign duration with corresponding compare periods.
Clarity: Prevents skewed negative evolutions during ongoing campaigns.
Actionability: Supports confident decision-making for advertisers and retailers.
🛠️ How It Works
📊 Evolution Calculations
Total Evolution
Compares cumulative sales values of the running period against the same number of days from the compare period.Formula:
Evolution= [Sales (Running Period) Sales (Compare Period)] / Sales (Compare Period)×100
Per Day Evolution
Measures day-to-day growth using incremental totals from both periods.
🎯 Feature Highlights
Rolling Comparison Logic: Matches the number of days for active campaigns with compare periods dynamically.
Applicable Scenarios: Supports direct and averaged historical benchmarks for evolving campaign needs.
Real-Time Insights: Ensures accurate tracking for campaigns of varying lengths.