Analytics

Why You Should Benchmark Internal Metrics

May 11, 2012

Benchmarking establishes a reference point so you can gauge the success or failure of marketing and service strategies even when there isn’t an obvious cause and effect. We naturally want to know how our results compare to our competition and try to benchmark against them. It’s impossible to create realistic and accurate comparisons to other [...]

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Why Benchmarking against Competitors doesn’t Work

May 7, 2012

One statement in “The Numbers that Really Matter to Your Business” got a lot of attention because people didn’t agree with it. I wrote, “There is simply no way to compare metrics from different companies and deliver realistic results.” Responses varied from simply stating that the reader disagreed to explanations as to why I don’t [...]

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The Numbers that Really Matter for Your Business

May 4, 2012

Creating benchmarks that work to grow your business and improve profitability along the way requires an intimate knowledge of your company, customers, and team members. Your competitors’ metrics choice rarely matters except to provide fodder for bragging rights. If they have 10,000 Facebook followers and your company has 100,000, it may look good to your [...]

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Why Hit & Run Customers Cost Money & Hurt Your Company

November 28, 2011

Today’s economic conditions require businesses to squeeze every penny out of each transaction. Doing this requires an in-depth understanding of customer behavior so that the marketing and service strategy optimizes the return. In our video “How to Get the Most out of New Customers”, I talk about the importance of recognizing hit and run customers [...]

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How to Get the Most From New Customers

October 28, 2011

Growing your business requires customer acquisition. If you aren’t continuously bringing in new people to replace the ones who are completing their buying life cycle, your company is dying. Newly acquired customers fit one of three types. Adapting your marketing strategy to maximize your return is the best way to move your company forward. The [...]

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