Festival weeks and notification noise
How Thailand campaign calendars quietly warp response baselines if you do not annotate them.
Songkran, year-end sales, and mid-year promotions flood inboxes and lock screens. Comparing an ordinary Tuesday to a festival Saturday without annotation invents false product stories.
We mark promo and festival windows beside response charts before recommending send cuts or creative changes. Sometimes a “broken” channel is a flood of first-time recipients; sometimes a healthy baseline hides a quieter weekday regression.
Keep a shared campaign calendar next to your notification definitions. Response analytics stays honest when lifecycle and product read the same dates.