The Facts Collecting the data Questions answered by analytics: Are you attracting new customers? Are they responding to your value proposition? Is your website creating conversions? Is it driving off-line action? Are existing customers recommending you? How do you rank compared to your competition? Are you listed in directories that your customer uses in an on-line search?

The Feeling Considering human emotional response Understanding the impact human events and habits have on your brand success can be tricky. We see it happening through buzz on social media, increased recommendations, lingerers on the website, increased participation in your community projects, etc. A common misinterpretation is that often the last marketing exposure a customer experiences is credited with being the most effective. In reality, all exposures accumulate to impact human response to your brand and will ultimately increase sales if their needs are effectively and uniquely met.