Measurement KPIs at Pearle Vision

. June 2, 2019

One thing that Pearle Vision deploys measurement, data and analytics to help with is charting a path to understanding how the company can influence the consumer’s “emotional decision” to seek eye care from Pearle. Doug Zarkin, CMO of Pearle Vision, argues that some companies spend too much time attempting to mine data, and too little looking for the right questions to ask. Listen in as Doug describes Pearle Visions attempts to balance the art and science of marketing analytics.

 

Transcript

Doug Zarkin: Emotional decisions come before rational choices. And so we need to know that Pearle Vision is in the vernacular for those that live in the communities where we have locations to consider what we stand for. For us we’re really focusing on that high value premium experience for those that really value the importance of high quality care. In our category we don’t have the luxury of being a consumable where people are coming four or five times a year. We need a consumer to make the emotional decision to trust Pearle and then the rational choice to schedule an appointment on Thursday. And so we have to create that longevity, that relationship.

The culture that we are in right now has become extremely data driven. But it’s important to keep data and perspective. People are spending so much time in the ability to mind data but they’re not spending enough time asking themselves: Did I ask the right question? That’s where the beauty of the art and science of marketing comes in. There isn’t necessarily one way to ask a question. If you formulate a question that’s very easy to answer, chances are you’ve asked it in the right way. We want to make sure that we are being very careful and not just sucking data in from all the different areas in which we can.

You may have asked a question in a way that leads a consumer to formulate an answer that is much more about a choice than a decision. Those emotional decisions come before those rational choices. It’s very challenging to ask a question that’s going to give you insight into an emotional decision. And so it’s really trying to find the balance between the art and science of marketing. Let consumers really process what you’re trying to get at so that their answers, if they’re open ended, can be much more articulate and if they’re statistics where rank it on a one to five, they can be much more choiceful.

The more complex the question, the more challenging it is for them to figure out what they believe in and the more likely they’re just going to put a number down without meaning. As a leader you have to ask yourself are you prepared to take the action that the data said you should. But that’s why again I don’t believe that data makes the decision. Leadership makes the decision. People make the decision, because the greatest source of insight doesn’t come from across depth.

 

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About the Author ()

Daniel Kehrer is Executive Editor of the ANA Data Analytics Center (DAC), a leading voice of thought leadership and education in marketing measurement, data and analytics. He is also the Founder of BizBest Media Corp. and previously headed marketing at MarketShare LLC, an advanced marketing analytics technology company.

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