Leading and lagging indicators
Posted: Tue Jan 28, 2025 3:55 am
We launch a powerful advertising campaign, in the middle of the campaign we compile statistics and get data that everything is bad. Of course, we should fire the marketing specialist, urgently disband the advertising department and recruit new specialists. But this is a mistake. An error in calculating the data.
In marketing, there are indicators that are ahead and behind. Specialists who work with media planning and analytics know that some of the data will be behind. This is due to financial periods and the human factor, namely our buyers.
And now the biggest confusion begins, which is what most people fall for: some of the turkey rcs data company's internal indicators and some of the external indicators may be ahead, while others may be behind.
For example, the factors that are ahead include the delay in shipping the goods to the stores until the desired day. Marketing predicts customer dissatisfaction and works ahead of time even during the promotion / marketing event, which does not affect the company's image and reputation. Simply put, we played ahead of time. preventing angry reviews and comments.
Lagging indicators include, for example, financial indicators (gross and net profit, average check), market share, awareness. That is, these are data that we can collect only after a certain period, after conducting marketing activity. Lagging data also includes brand indicators, because the user will not transfer our brand to his basket of favorite brands immediately after the first contact with our product.
In marketing, there are indicators that are ahead and behind. Specialists who work with media planning and analytics know that some of the data will be behind. This is due to financial periods and the human factor, namely our buyers.
And now the biggest confusion begins, which is what most people fall for: some of the turkey rcs data company's internal indicators and some of the external indicators may be ahead, while others may be behind.
For example, the factors that are ahead include the delay in shipping the goods to the stores until the desired day. Marketing predicts customer dissatisfaction and works ahead of time even during the promotion / marketing event, which does not affect the company's image and reputation. Simply put, we played ahead of time. preventing angry reviews and comments.
Lagging indicators include, for example, financial indicators (gross and net profit, average check), market share, awareness. That is, these are data that we can collect only after a certain period, after conducting marketing activity. Lagging data also includes brand indicators, because the user will not transfer our brand to his basket of favorite brands immediately after the first contact with our product.