1. Marketing Projects
KRISTINE MARSHALL
JANUARY 2016

2. Daily Deal: Retention
Extreme bounce increase
correlates to heavy featuring
of expiring SKUs
Bounce decrease
correlates to start of 3
deals per day
Sessions increase (equally
new & old visitors) leads up
to Black Friday peak

3. Daily Deal: Conversions
Seasonal low correlates to
overall site traffic & conversion
lows around Christmas
Consistently high
conversion rates lead to 1%
growth in 12-week average
1% growth over
previous period
Similar to previous
period
Similar to previous
period
Similar to previous
period

4. Daily Deal: House Products
Comparative performance: 0.06 sales of
other deals
If deals sell 100/day, a day featuring a house
product will sell 6. On average, lower house
product pricing does not increase sales.
Possible causes:
● Lack of brand awareness
● Perception of low value
● Poor previous experience
Product lines featured:
1. BONIES
2. Joint Treats
3. Chickles
4. Duckles
5. Ora-Clens
6. Otis & Claude
7. Resvive
8. ChloraSeb
9. Shed-Pro
10. TranQuil-Tabs
11. Urinaise
12. PHS First Aid Kit

5. Fanplayr: Performance
Closely matched
revenue & transactions
mean consistent AOV
Less affected by seasonal
lows around Christmas than
other upsell strategies

6. Fanplayr: New Stuff
Improvements:
● Excluding affiliate-driven conversion from monthly invoices
New developments:
● Modals
● Content insertion
● Customized experiences
Plans coming up:
● Free shipping to California (may be product-specific, e.g. food)
● Valentine’s Day offer (if no conflict with Newsletter)

7. Short Expiration: Management Improvements

8. Short Expiration: Management Improvements
Added:
● 50% of formulas now auto-populate, saving time & reducing error
● Sales forecasts based on demand
● Loss forecasts based on demand
● Adaptive forecasts based on changes in demand after expiration promotion
Next step:
● Create action recommendation to address SKUs with demand loss
Wish:
● Create “intelligent” formula to correctly manage sales of SKUs with multiple expiration dates
● Create new discount levels based on customer behavior data from Daily Deal & stores
● Differentiate discounts by product type to account for value perceptions

9. Short Expiration: Reporting Improvements

10. New Year Store: Holiday-only Items
Considerations:
● All SKUs marked down to 20-30% margin
Observations:
● Holiday loofas & hedgehogs popular
despite seasonal design
● Holiday plushes & stockings unpopular
● Holiday whimzees & candycane rawhides
very popular
Recommendations:
1. Continue selling holiday treat SKUs at
regular pricing

11. New Year Store: Overstock & Normal Items
Considerations:
● Heavy markdown on overstock only
Observations:
● SKUs with demand increase match SKUs
with decrease or no change
Recommendations:
1. Lower sale price for SKUs with large
performance increase
2. Test SKUs with decreased sales as
features with no promotion
3. Investigate trends (e.g. type, size, color
brand) for each grouping

12. New Year Store: Short Expiration Items
Considerations:
● No extra markdown applied
● Short expiration already has its own
feature page
Observations:
● Demand increase across the board
● Store differs from short exp page layout
Recommendations:
1. Test different page layout for short exp
2. Decrease markdown on popular SKUs
already projected to sell out

13. Review
Daily Deal
● Expansion correlates to decreased bounce rates
● Growth continues steadily
Fanplayr
● Consistent performance
● Opportunities to try new things
Short expiration
● Improving management & reporting
● Laying foundation for more intelligent management
New Year Store
● Customer behavior data gives insight into how to improve performance
● Sales data will apply to improve sales during future promotions