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

Hosted on Acast. See acast.com/privacy for more information.