A proven approach to identifying missed opportunities to drive revenue, engagement and loyalty with customers.

August 2020

Don’t be too hard on yourself. There’s no way any retail marketer can be an email or cross-channel marketing expert – you simply don’t have the luxury of spending decades immersed in this single area.In fact, just the opposite is true. Digital marketing has exploded over the past fifteen years – while most retail marketing groups have remained the same size or contracted – leaving less time and mindshare for any single area. 

But be hard on your program. It’s not necessarily a bad thing to scrutinize your program – maybe twice. This inaugural sample data, along with our broader experience, would lead us to believe that most programs have significant untapped revenue potential. Go find it.

Don’t let your boss read anything by Dunning and Kruger. Never ones to sugarcoat things, the two researchers wrote in their early findings: “Those with limited knowledge in a domain suffer a dual burden: Not only do they reach mistaken conclusions and make regrettable errors, but their incompetence robs them of the ability to realize it.” Wow. 

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