Adapting Strategies for Mega Sales

This chapter explores the evolving strategies brands must adopt to cater to changing consumer behaviors during mega sales events. It emphasizes the significance of Incremental Return on Advertising Spend (IROAS) over traditional ROAS, advocating for data-driven approaches and cross-channel strategies. The discussion also includes predictions for Amazon's upcoming Prime Day, underlining the need for collaborative planning among finance, sales, and marketing teams to optimize advertising impact.