Black Friday Controlling

Intro

• That's me
• That’s Klar

What’s your goal?

During BFCM, various goals can be pursued, each of which has a significant impact on your planning and controlling.

Simply put, the goals can be divided into two groups:

• Demand Capture
• Demand Generation + Demand Capture
• What exactly is the difference here?
• What influence does this have on my controlling?

Demand Capture Playbook

The Demand Capture Playbook focuses on capturing as many customers as possible within a certain efficiency constraint.

This efficiency KPI needs to be checked hourly to understand whether you are above/below/on target.

However, the right KPI depends on several factors:

Option 1: Transaction Brand (Low Retention)

Target-KPI: MPR

• MPR explained