Most holiday plans start with prediction: forecast demand, set budgets, and decide how much investment concentrates around Black Friday and Cyber Monday.

But once Q4 begins, those assumptions start changing. Incremental and marginal returns move throughout the season, channels saturate at different rates, and for omnichannel brands, the picture can shift again depending on whether media impact is measured against ecommerce, retail, or the entire business.

Join Measured VP, Client Partner Jarah Burke and Johnnie-O Director of Digital Marketing Claudia Lugmair for a practical look at building a Q4 plan that adapts as the evidence changes.

What You'll Walk Away With:

• Why Q4 does not follow a single performance curve
• How to distinguish peak consumer demand from peak media opportunity
• What to look for when deciding whether BFCM investment still has room to scale
• How Johnnie-O uses testing as part of its holiday planning
• Why the weeks after Cyber Monday may require a fresh read, not an automatic pullback
• A repeatable framework for testing, reading, and reallocating investment while there's still time to act