Calendar
Seasonal lift is not the same as a campaign that moved the till
Georgia’s calendar does a good deal of marketing on its own. A review has to say when the till rose because the week always rises.
A Kakheti guest house that fills in October may credit the magazine insertion that ran in September. Sometimes that is fair. Often October fills because it is October: harvest visitors, wine routes, a stretch of weather that brings Tbilisi up for the weekend.
A review that ignores the calendar will flatter whoever booked the insertion. A review that only recites the calendar will insult whoever paid for it. The honest page shows both: the week against the same week in a prior year, and the spend that sat on top.
Tbilisi shops know the New Year fortnight, the August quiet when families leave the city, and the odd empty Monday after a long feast. Batumi’s boulevard trades on a different clock. A single national “seasonal adjustment” borrowed from another country is usually wrong.
What the desk can do is mark the known weeks and refuse to call a familiar lift a campaign result. What it cannot do is remove the weather from a till. If last April was cold and this April was not, the chart can say so. It cannot put a lari value on sunshine.
When a client is sure the burst did the work, we look for a response that names the burst — a code, a “how did you hear” line, a coupon. Without that, the seasonal week remains a seasonal week, and the invoice remains an invoice. Both can be true. They should not be merged in a single triumphant bar.