When The Marketer Is Fighting For Her Company

Here's something I witnessed recently.

• Annual Comp Segment Performance:  -11%.
• Annual New/Reactivated Comp Buyers:  +3%.

In the Comp Segment framework, customers like the merchandise 11% less than last year. This fact has to be applied to new/reactivated comp buyers.

• Adjusted New/Reactivated Comp Buyers = +3% - (-11%) = +14%.

Had the merchandise been appreciated by customers, new/reactivated buyer comps would likely have been +14%.

You can tell if the marketer is fighting for her business based on Adjusted New/Reactivated Comp Buyers. It's not the only way to tell, but it is a leading indicator. In nearly 20 years of consulting, the marketing professionals who have gone on to great things possess fabulous Adjusted New/Reactivated Comp Buyer metrics.

Show of hands ... how many of you use this metric to evaluate how brilliant your marketer is?