Relating Customer Data to Core Growth
The Question
An ANA member is seeking insight into how members track customer-facing leading indicators along with core growth.
Members were asked:
- What customer-facing "leading indicator" metrics do you track along with core growth? (e.g. awareness, NPS , satisfaction, purchase frequencies, brand image equity, etc.)?
- How do you measure company growth?
- How do you correlate customer measures with company growth?
Responses varied but members did tend to use awareness as a customer-facing leading indicator. One member noted the relevance of ...
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Source
"Relating Customer Data to Core Growth." ANA Research Committee, November 2007. Marketing Insights Center