Mismeasure once, cut forever

During a recent review of article to curate for Shopify Dispatch, I ran across a slide deck from Kevin Hillstrom.

Kevin’s a really smart consultant who works with retailers, catalog brands, and ecommerce stores so I’ll usually take the time to review his writing every week.

One quote in his slides really caught my attention.

We measure the engagement of a tweet in real time but we don’t know how many of last year’s customers we retain

Kevin Hillstrom slide 59

There’s a lot to that quote, and I hope it makes you think a bit about what data you’re collecting and measuring.

Don’t worry so much about getting more people to notice your store. Instead, make an effort to keep the customers who have already purchased from you already.

If you aren’t measuring that customers or customer retention, today’s a good day to start.

Repeat Customer Insights focuses on your customer behavior and metrics with its algorithms. With the newly added date-based reports, now its even easier to find out how you did last year or any year before that.

And it should impact your business more than more engagements, whatever that actually means.

Eric Davis

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