Multi-Unit Franchisee Magazine Issue IV, 2011 | Page 73

CustomersCount
BY JACK MACKEY

Data Delivers!
Rockets, dogs, mommas, and
gorillas in the mix

W

hat changed last month in sales, costs, market
share, and customer satisfaction? Data answers
those questions for you. Data gives you history.
But there is a higher level of business intelligence that answers questions such as: Why is this happening? or
What will happen next?
Insight—and foresight—spring from using data, statistical
analysis, and predictive modeling to understand why things are
happening and what will happen if current trends continue. Let
me share three powerful discoveries made by different franchise
concepts that improved their future.

items are the Projects (for product improvement). Because of their
high profitability, it is worth some serious effort to figure out how
to improve the taste and customer satisfaction with these items.
• Low profitability with high customer satisfaction: These
Opportunities have a different kind of potential. Can the price
be raised? Or is this item purp