Welcome to the Escape Blog

Marketing - it’s a funny old game. And, it’s a rapidly changing one.

As a person from a non-marketing background who fell into it, I love the power of analysing stats - whether it is web stats, e-mail marketing results, search engine stuff: I can’t get enough.

But, at the end of the day, it’s all about one main result (9 times out of ten): making more money. And as Jacqui Sanwell, our Operations Director said to me this morning regarding our business model:

"I’ve been analysing and looking at sales and cost statistics. A business gets better when it analyses itself, can see a flaw and takes immediate action to improve/rectify it. We also get to see what we are doing very well."

Using stats to spot the opportunity for change - not as a benchmark.

So, next time you analyse your web stats, for instance, patting yourself on the back for an increase in visitors to your website, ask yourself: "What was my real return?"