Why business tracking tools are important

Business tracking tools are everywhere, but most businesses are not using them. Tracking phone numbers if you place ads in newspapers, tracking the open rate of your e-mails, tracking sales to customer contacts. . . .How do you know where to put your money if you don’t know what’s really working?

Some businesses rely on the overall “marketing effect” to drive sales. They track sales dollars versus marketing dollars to determine if the marketing is a success. But what if I took away the Yellow Page completely and your sales stayed the same? That would save $1,500 / year.

What if, instead, I increased the frequency of Craigslist ads and your income increased by 200%? Without tracking you’ll never know what works. What doesn’t work well. And what is clearly a waste of time.

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