Getting beyond entry-levelWhat amazes us time and again is the number of companies that stop gathering data conversion. Like our restaurant owner, they have forgotten that there is so much additional feedback available post-conversion that can crucially inform how they optimize. Sure, they have optimized their process to get people to the site and through to the sale. Or if it’s a lead-gen site, maybe it gets a lead into a CRM. But are they the right sales and the right leads? Are they going to turn into long-term customers that will come back for multiple future purchases? Will they be leads that your sales force can close efficiently? The only way to really inform how you optimize your campaign is to have that post-sale data integrated into your feedback loop. That might be a broad set of data points involving both online and offline activities in your operations chain. Confirmation email open rates and engagement, matching buyers to social media activity, looking at trends in your supply chain to push excess product, tying promotions to timeframes and/or weather events for seasonal products, the list goes on. It reminds me of a medical device company we worked with recently. They came to us because their conversion rate had fallen off a cliff, driving up their cost of patient acquisition. Before getting into all our pre-conversion campaign planning, we asked if we could get access to their past CRM data. After digging back over two years, the insights we gained factored into every aspect of our campaign approach. It made campaign uptake faster, hyper-targeting and geofencing easier, and drastically improved efficiency. That rapidly lead to a 30% increase in conversions and a 29% decrease in the cost of patient acquisition. Most importantly, a continuous feed of post-conversion sales metrics allowed us to keep optimizing better and faster than we could without it. The point? Whatever factors you can identify in your entire operations chain that affect sales and fulfillment can provide you with valuable data to help your campaigns perform better. Instead of your feedback loop coming to a dead stop once a sale is made, let’s make the post-sale process look more like this.