What is it?

Seasonality refers to predictable patterns in behaviour or performance that recur at regular intervals, such as by month, quarter, or year. These patterns are driven by external factors rather than experience changes.

Seasonality must be accounted for when interpreting performance.

Examples in Action

• Retail spikes during holiday periods
  
• Lead volume fluctuations by quarter
  
• Industry-specific buying cycles
  
• Annual promotional periods
  

Typical Outcomes / Results

• More accurate interpretation of performance
  
• Reduced misattribution of impact
  
• Improved forecasting and planning
  
• Better test timing decisions
  

This definition reflects standard performance analysis practice.