Leading and lagging indicators

Ralph Heath, president of Ovation Marketing, discusses why businesses should look to leading indicators (e.g., web site visits, e-mail response, search engine rankings) as the best way to forecast business growth and marketing performance. This is opposed the traditional way in which companies have placed more emphasis on lagging indicators (historical data) to predict future sales performance.

Ovation Marketing is a La Crosse, Wisconsin company employing one-to-one creative and multi-channel marketing programs to help database-driven marketers sell through direct channels by providing results-based, proactive ideas.

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Tags:

• one-to-one
• ovation
• marketing
• agency
• leading
• lagging
• advertising
• idea