How to measure marketing success
Most duka owners run promotions and never know if they worked. Did that newspaper ad bring in customers? Did the SMS blast pay for itself? Without measurement, you are guessing. Here is how to measure what matters.
Three Metrics That Matter for Small Shops
You do not need a complex dashboard. Start with these:
Response Rate , How many people acted on your offer. If you send 1,000 SMS and 20 people show up with the coupon, your response rate is 2%. A good benchmark in Kenya is 1–3% for SMS campaigns. Track this by asking customers to mention the offer or show a code at checkout.
Sales Attributed to Campaign , Count the revenue from customers who came in through that specific campaign. If your SMS brought KES 50,000 in sales and the campaign cost KES 5,000, your return is 10x.
Cost Per Acquisition , Divide campaign cost by new customers gained. If you spent KES 5,000 and got 20 new customers, each cost KES 250 to acquire. Compare this to the average profit per customer to know if you are winning.
Why Most Dukas Do Not Measure
Many shop owners skip measurement because they think it is complicated or time-consuming. Some rely on feel , "business felt busier that week." But feelings are unreliable. A customer might have come for something else entirely. Without a system, you cannot tell which marketing shilling is working and which is wasted.
How SokoWise Shows Campaign Performance
SokoWise connects your campaigns directly to your sales data. When you send a promotion via SokoWise, you can see:
- How many customers redeemed the offer
- Revenue generated during and after the campaign
- Which customer segment responded best
- Campaign cost vs. revenue comparison in one view
You do not need spreadsheets or manual tracking. The data updates automatically from your POS. You know exactly which campaigns to repeat and which to drop.