There is something reassuring about having accurate information. Even when it merely reinforces what you already thought you knew. Even, more surprisingly, when it overturns what you thought you knew. Because, now you really do know. Now, you can decide what significance to attribute to certain factors. Now, you can stop pouring 80% of your energy into 20% of your gains and focus on the big prizes: “Targeting the best potential customer with the optimal message in the most cost effective medium at the ideal time.” —Analytics – Wikipedia
You’ve selected the most appropriate CRM for your organization, got things up and running, all your most valuable sources of information integrated and people developing good habits. Now it’s time to start mining all that data. Ugh! Sounds so labor intensive.
But this is the prize. This is why you needed the toy with the big wheels. As I pointed out in our first post in this CRM series, if you don’t use the analytics functions – reports, dashboards, and so on – you are simply creating an enormous address book.
So, where to start?