Inflow segmentation – measuring new customers by value not volume
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Do you have accurate and timely analysis of the quality of the customers you are acquiring? Most companies carefully track the quantity of new customers by the hour, day, or certainly the week, but it is still less common to track the quality of the inflow as it happens. It is interesting to know that we have acquired, say, 1000 new customers today, but so very much more informative to know that this inflow will bring in £22,000 of revenues over the next year at 35% margin. Break it down by channel and product to see who is performing and who is not, and I as a marketing manager get really excited: I have the tools to do my job!
