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Sifting Through Data to Find Relevant Customer Metrics


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Customer service and marketing specialists are often fire-hosed with data. However, the devil isn’t always in the details. Sometimes you need to be able to identify clear patterns and threads that can only happen when you look at the right metrics over long periods of time. Companies can value from getting a bird’s eye view of purchase, traffic, and feedback trends. Here are four points that can help you create succinct reports out of the data your company has access to.

Create Specific Measurables

So you want to start collecting customer data, but you’re not sure where to start. Get specific with the trends you’d like to record, so that you don’t have to infer anything from the metrics. One great way to test this out is to create a customer feedback survey. Don’t ask people to rank their overall satisfaction – make sure that you ask pointed questions about their experience, such as “Were you able to find the product or service that you were looking for?” or “Were our sale associates able to assist you?” These pointed questions can help your company focus on metrics that matter. If your company uses a customizable CRM, then set up automated performance tracking. Some metrics of interest might include highest performing teams, top 10 accounts, follow up frequency, and overall pipeline performance.


Sometimes your company won’t be able to pinpoint the data sets that are actually important for evolution. This is why it’s important to conduct experiments. Split testing your marketing campaigns can be a great way to identify metrics that will be valuable during future campaigns. For example, your organization might launch two ads – Test 1 and Test 2. Test 1 might yield a few clicks, but viewers might not move on to become customers. However, you might discover that Test 2 has significantly higher social media engagement rates once you add up shares, likes, and retweets. The amount of sharing during Test 2 yields greater conversion rates. It’s not only important to identify the successful test. Your company needs to also identify why a test was successful – in this case, it compelled higher social media engagement rates.

Zoom Out for Trends

It can be all too easy for employees to get bogged down by the details. You might see that single poor customer feedback score and feel deflated. Alternatively, you might have  a run of high revenue weeks, which can lead a company to a false sense of confidence. Looking at metrics without scaling back can have some misleading results. Data wranglers must know how to scale their reporting out so that they can review long-term trends.

Don’t get lost in endless streams of metrics. Analytics interpretations and reporting are constantly evolving processes that must be tailored to your company’s unique needs. Invest in analytics tracking software, so that you can generate the reports and visualizations you need quickly and efficiently. Having a clear grasp on the metrics that matter can steer your company in the direction of success.

This post originally appeared on the award-winning blog.


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