Marketing Decisions Based on Statistics Peoria IL

By Bob Wiltse

It used to be that batting average, RBIs, and home runs pretty much told you everything you needed to know about a hitter. Now there's OBP (On base percentage), OPS (On-base plus slugging), OPS+ (I don't have a clue what this is), GO/AO (the ratio of ground balls to fly balls), GPA (Gross Production Average), and on and on.

Modern teams examine data in minute detail. Managers have a huge information base to call on for judging and plotting, and thus they reasonably know how a player will perform in any situation. This ain't 1946. Today, managers make decisions based on stats more than on their gut.

In the "game" of building materials sales, modern retailers also look at a lot of statistics--sales, profit, margin. But what about marketing stats? Many don't track advertising results because, they say, it's an impossible task.

I disagree. It's not only possible, it's positively essential. And those that don't measure are playing their game with outdated tactics, like it's still 1946. Where have you gone, Joe DiMaggio?

Here are three quick tips for every ad you run that will produce measurable results:

• Always include a specific, compelling offer ("Buy one, get a second free." "20% off." "Financing available." "Unique, one-time package").
• Always give a reason to respond right now (create urgency with a deadline).
• Give clear instructions on how to respond (Tell customers exactly what to do--"Visit our store." "Ask for Joe." "Call this special number.

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