Analyzing profitability versus sales volume

Ralph and Lauren discuss steep discounts' effect on profit and whether marketing should track gross/net profitability.

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As the BFCM dust settles, it’s time to plan for Q4 and 2026. We’re offering you 30 monthly deliverables, 10 ad types, media buying, and access to Tier 11’s data suite to help you maximize profits with Meta ads.

Claim your Creative Diversification Package at: https://www.tiereleven.com/cd

Record Black Friday sales don’t mean anything if you shredded your margins to get there. In this episode, we reveal the hidden metrics behind a profitable BFCM, from average order value segmentation to subscription velocity and discount impact.

Lauren shares the three buyer groups you must analyze to understand whether you actually grew or silently lost money. You’ll also learn what to do right now to turn BFCM buyers into profitable repeat customers in Q4 and beyond.

In This Episode:

- Black Friday success myths

- How to measure Black Friday success

- Creating a profitable seasonal offer

- Segmenting and retargeting your BFCM buyers

- Selling to Costco vs. Walmart buyers

- Preparing offers for Q4 and 2026

Mentioned in the Episode:

Marketing Performance Indicators Checklist: https://perpetualtraffic.com/mpi/

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