The final quarter of the year is often a tense time for marketers. Despite the festive atmosphere, many get swept up in quarterly KPIs and a need to please the CFO with a short-term sales boost – but is this best way to make the most of peak season?
On this episode of the Performance Marketing Unlocked podcast, Suzanna Chaplin, founder and CEO of esbconnect, argues that a long-term approach focused on customer retention and first-party data collection is the best way to utilise Q4's annual spending surge.
This podcast was hosted by PMW's Multimedia Editor, Joseph Arthur.
~ Episode breakdown ~
How can marketers and advertisers best deal with Q4's sales expectations? (2:14)
Which metrics matter most during peak season? (15:30)
PMW's Resell Me a Pen Challenge (25:35)
~ Further reading ~
PMW Retail Playbook 2025: Dreaming of an AI Christmas?
Where marketers should spend (and save) this Christmas
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