1. Centralized Data Collection and Organization

The foundation of Eastmallbuy's assessment process lies in the systematic consolidation of promotion data within spreadsheets. For every new product launch, key performance indicators (KPIs) are meticulously recorded. These typically include:

• Promotion Channels: Identifiers for each platform used (e.g., WeChat Moments, Little Red Book (Xiaohongshu), Douyin, dedicated daigou forums, email lists).
• Promotion Costs: Direct expenses associated with each channel, such as advertising spend, fees for Key Opinion Leader (KOL) collaborations, and content creation costs.
• Exposure/Impressions: The number of times the promotional content is displayed to potential customers.
• Clicks/Engagements: The number of user interactions, such as link clicks, likes, shares, and comments.
• Conversion Rate: The percentage of users who click through and ultimately make a purchase.
• Sales Revenue: The total sales generated directly from each promotion channel.

By housing this data in a unified spreadsheet, Eastmallbuy creates a single source of truth for all promotional activities.

2. In-depth Performance Analysis and Evaluation

With the data neatly organized, Eastmallbuy leverages the analytical capabilities of spreadsheets to move from raw numbers to actionable insights.

• Calculating Return on Investment (ROI): Simple formulas are used to calculate the ROI for each channel by comparing the sales revenue against the promotion costs. This immediately highlights the most and least cost-effective avenues.
• Channel Efficiency Analysis: Metrics like Cost Per Click (CPC) and Cost Per Acquisition (CPA) are derived to understand the efficiency of spending in attracting attention and driving sales.
• Comparative Analysis: Different promotion strategies, such as paid advertising, organic social media marketing, and influencer/KOL partnerships, are compared side-by-side. The spreadsheet allows for easy visualization (via charts and graphs) of which strategy yields the highest engagement, conversions, and overall return.

This analysis helps identify the key factors that significantly impact promotion success—whether it's the visual appeal of the content on a specific platform, the credibility of a particular KOL, or the timing of the ad campaign.

3. Data-Driven Strategy Optimization

The true power of using spreadsheets is realized in the optimization phase. The analysis is not an endpoint but a feedback loop for continuous improvement.

• Resource Reallocation: Based on the ROI and CPA findings, Eastmallbuy can decisively shift its budget away from underperforming channels and double down on the high-yield ones. For instance, if influencer collaborations on Xiaohongshu show a significantly lower CPA than paid ads on Douyin, more resources are allocated to the former.
• Strategy Refinement: The spreadsheet data might reveal that short, informal video content generates more clicks than static images. This insight directs the content strategy for future promotions.
• Informed Future Planning: Historical data from previous product launches stored in spreadsheets becomes invaluable for forecasting and planning subsequent launches. Eastmallbuy can set more realistic targets and allocate budgets more accurately based on past performance trends.