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Useful measurement starts by defining what “returning” means in your business. Learn how to calculate repeat purchase, retention, and churn, and compare cohorts without confusing signals with causes.
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A reactivation strategy starts by defining when a customer is considered inactive, understanding why they stopped buying, and offering a relevant reason to return. This lets you reserve incentives for cases where they genuinely add value.
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Points encourage repeat purchases, tiers recognize accumulated value, and subscriptions offer benefits in exchange for a fee. The choice depends on purchase frequency, margins, operational capacity, and whether customers find the benefits valuable.
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Reach and interactions help explain visibility and interest, but on their own they do not prove that social media is generating business. To measure opportunities, an SME needs to connect clicks, qualified contacts, and conversions to its objectives and analytics systems.
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A practical guide to reviewing targets and revenue, understanding conversions and opportunities, distinguishing activity from results, and ending the monthly meeting with actions, owners, and deadlines.
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