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Excellent Analytics Tip #16: Brand Evangelists Index

kaushik.net
the Brand Evangelists Index demanded higher return on investment it set a higher bar for performance and it was truly customer centric
Excellent Analytics Tip #16: Brand Evangelists Index - kaushik.net - Your Highlight Location 75-77 | Added on Thursday, 18 July 13 13:56:12
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I call the new metric: Brand Evangelists Index. (Ok so its a bit wordy.) BEI. The actual formula applied was: { [ (Very Sat + Ext Sat) - (Not Sat + Not At All Sat) ] / # Responses } *100
Excellent Analytics Tip #16: Brand Evangelists Index - kaushik.net - Your Highlight Location 56-58 | Added on Thursday, 18 July 13 13:53:23
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Partly inspired by the Net Promoter concept I decided to discard the Satisfied rating. When we spend money Marketing (/Sales / Teaching / Advocating) I am aiming for delight. Decided to penalize us for any negative ratings (even if slightly negative). Index the results for optimal communication impact.
Excellent Analytics Tip #16: Brand Evangelists Index - kaushik.net - Your Highlight Location 53-56 | Added on Thursday, 18 July 13 13:53:04
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I made two major changes to the calculation, and one minor.
Excellent Analytics Tip #16: Brand Evangelists Index - kaushik.net - Your Highlight Location 53-53 | Added on Thursday, 18 July 13 13:52:55
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Why in the name of all that is holy and pure should we let anyone off the hook for earning a dissatisfied rating? So sub optimal!!
Excellent Analytics Tip #16: Brand Evangelists Index - kaushik.net - Your Highlight Location 42-42 | Added on Thursday, 18 July 13 13:52:15
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My major problem is that this kind of analysis: rewards meeting expectations does not penalize mediocrity
Excellent Analytics Tip #16: Brand Evangelists Index - kaushik.net - Your Highlight Location 39-40 | Added on Thursday, 18 July 13 13:52:00
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Those a bit more experienced amongst you know this and what we might see from you is not averaging but rather a more traditional Satisfaction computation.
Excellent Analytics Tip #16: Brand Evangelists Index - kaushik.net - Your Highlight Location 28-30 | Added on Thursday, 18 July 13 13:51:01
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Or if you use free page level surveys from Get Satisfaction or Kampyle ["Please share your ratings for this page."]
Excellent Analytics Tip #16: Brand Evangelists Index - kaushik.net - Your Highlight Location 19-21 | Added on Thursday, 18 July 13 13:49:46
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