“Not everything that counts can be counted, and not everything that can be counted counts”
– Albert Einstein
Measuring against a standard is almost as old as human history. With the advent of technology and exploding human needs businesses have multiple parameters to gauge. Market share, mind share, wallet share, revenue share are some of the examples we have for a typical product or service company through which they pit against each other. But the real question how much is all these relevant for the customer who is the sole reason for organizations to exist. Customers have choice to stay or move but the time to switch or abandon has reduced drastically because of delivery channel evolution. What works today may become Achilles heels in future. Therefore the right question might not be about rightness of a parameters but simply about relevancy of parameters and the time frame about the relevancy.
There was a notion for marketing budgets that it were not an expense but were investments. There is no proof to any of these claims simply because the customer traffic could not be attributed only to marketing or non-marketing programs. The marketing programs never offered any competitive advantage for a longer period of time. Word of mouth and social media democratised opinion building and companies have very little role in those.
Now what could end all these dark areas in marketing? Possibly we could rather get it from customers itself and simply outsmart the customers.
Products following customer opinions or products shape the opinions of customers is what the real question for organizations today. Analytics makes it all possible with sound business logic coupled with well laid mathematical modelling. Our customer micro segmentation technique helps you in accounting parameters which matter to business than a customer in itself. Businesses can increase sales and realize full potential of existing customers just by micro targeting and precise marketing.