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Time & Seasonality: Week of Year Performance

  • 1.  Time & Seasonality: Week of Year Performance

    Posted 03-13-2017 04:43 PM

    Introduction:

    Seasonality is described as a predictable movement during a certain time period. Marketers need to understand those who search their target organic terms and when those terms are searched the most in a given week of year. Seasonality can change as you may be attracting the attention of different audience.

    Analysis Overview:

    Week of year performance can help you understand when keyword search behavior peaks for your targeted terms. You could run a report to compare your total clicks in certain weeks in January across ad groups, or find out whether a certain campaign has a better CTR by understanding week of year performance.You may find some inconsistencies over time if they have engaged in SEO where they may be ranking for additional terms with different seasonal peaks or if they have added different product/service categories to the site that can effect overall seasonality.

    Analysis Benefits:

    By identifying the seasonality peaks in your data, you can determine what time of day is most effective to launch certain marketing and sales promotions, products, and content posts. All in all, this should lead to increased impressions and consumer engagement on your site, which in turn, leads to increased operational effectiveness and optimization of your daily business practices.

    Week of year performance allows you to look at analytics week over week for the last few years and gain an understanding of when traffic usually tends to show seasonal spikes. You can anticipate the spike but you also know when it is beneficial to launch that digital promotion or what terms are best to be crafted in generated content, posts, and link bait in this time period. Seasonality analysis of week of year performance lets you wrap your minds around certain keyword targets and their respective seasonal trends.

    DAA members, go here to view full recipe.

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    Ashley Park
    Digital Analyst
    Analytics Pros (Corporate Account)
    Seattle WA
    206.331.4034
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