Store operations · Level Advanced · E-commerce Campaigns Platform
Platform campaigns: worth joining
A platform campaign asks for a discount and the decision is unclear.
Prompt
Four numbers: traffic, conversion, basket, repeat. Fix whichever fell hardest, one at a time.
Task: A platform campaign asks for a discount and the decision is unclear.
[Before you start, do three things]
1. Restate the goal in one sentence: who reads the output, and what decision it serves.
2. If I have not given you the following, ask me. Do not assume:
- required discount and stock
- past campaign data
- traffic quality
- inventory pressure
3. Say how you plan to do it (at most 5 steps) and wait for my go-ahead.
[Go through each of these]
- compute margin and break-even volume at the campaign price
- separate acquisition from clearance
- state what is lost by declining
- a condition to continue after day one
[Process]
1. Locate the failing stage with data
2. Change one variable affecting it
3. Set the test period and criterion
4. Check the margin impact
5. Say which categories this does not apply to
[Output]
Diagnosis, one change, criterion, margin impact.
[Do not]
- Never change price and image together
- 'Improve experience' is not an action
- Never ignore return rate
- Platform rules are not suggestionsWhat to state before it starts
Leave these unsaid and the model fills them with an assumption. Most 'wrong answers' start here.
- required discount and stock
- past campaign data
- traffic quality
- inventory pressure
Go through each of these
Where this kind of work most often goes wrong. Already in the prompt, so you do not have to remember it.
- compute margin and break-even volume at the campaign price
- separate acquisition from clearance
- state what is lost by declining
- a condition to continue after day one