Category Archives: Metrics

Analytics and the Independent Insurance Agency

by Posted under Analytics, Metrics, Small Business | 2 Comments
I just read a great piece in Forbes magazine about Jim Goodnight, CEO of SAS. SAS is the leader in high-powered analysis software. SAS helps large to midsized business analyze their data so they can make better decisions. The author asked Jim the following question: “What do businesses want to analyze today?” Jim’s response was, “Businesses are looking at customer data to gain insights into cross-selling and up-selling.” This sounds very familiar. It’s the old adage, “it’s cheaper to KEEP the customer you have than to acquire a new one”. Businesses are starting to realize that they need to objectively understand their customers better. Every customer leaves clues Read more [...]

Measuring Your Insurance Agency’s Internet Marketing Results

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As I began working on this post on measuring Internet marketing results, I realized I needed to speak to several deeper issues I’ve seen in the over 500 independent insurance agencies I work with. There is a clear marketing divide that is emerging which distinguishes those agencies that are leaders in internet marketing and those agencies that are trailing. So before I dive into measuring an agency’s Internet marketing results, I want to make sure I set the right foundation. Jump in with Both Feet  The best agencies in the country are not internet marketing “top-dippers”. These agencies understand and embrace the fact that both their current and potential customers are using various Read more [...]