Category — Metrics

Capturing information to confirm point of origin for sales is challenging. The most accurate method is asking customers to enter a keycode or embedding one in the URL.

When all else fails (and even if it doesn’t) look at your direct marketing segments before and after your social media campaign. Usually there is a consistency in average order, response rate , and ratios from one campaign to the next. The numbers in the following chart are the results from one test. [Read more →]

The American Customer Service Index third quarter results for 2009 show a 2.5% improvement for apparel from 2008. Each quarter the ACSI measures customer satisfaction for a segment of the economy. The third quarter focuses on manufacturing/nondurables.

Overall, the index remained the same as last year, but there were some significant changes when you look at specific companies. Levi Strauss moved from being the worst in the group to a tie for first with Jones Apparel. Professor Claes Fornell, founder of the ACSI, speculates that the jump may be due to Levi’s retail network expansion and green initiatives program.

What? Didn’t anyone tell the management at Levi’s that there is a recession? Apparently not, because they added 74 new outlet stores. [Read more →]

Creating great content doesn’t guarantee that anyone will read it. The marketing puzzle requires more pieces to attract visitors to your site. Long marketing tails come when content, community, search engine optimization (SEO), and demand work together. Sometimes, a long tail is a surprise. When that happens, expand your reach by capitalizing on it. [Read more →]