Define the outcome with the receiving team
Agree what makes an enquiry relevant to the service and what happens next. Separate a new enquiry, a qualified enquiry and a confirmed booking or project. Write down how duplicates, existing customers and requests outside your service area are treated.
Keep the definitions usable. A reporting system that requires reception staff to complete twenty fields for every call is likely to become inconsistent. Start with the smallest set of information that allows the business to follow the enquiry and understand the result.
Create a measurement dictionary
- Metric: the outcome or activity being counted.
- Definition: the exact event and any exclusions.
- Source: the system or record used to count it.
- Owner: the person responsible for its quality.
- Review period: the window used for comparison.
- Limitation: what the measure cannot tell you.
Connect sources without inventing certainty
A visitor may find the organisation through search, return directly and then call. A staff-recorded discovery source can add context, but it remains a reported answer rather than perfect attribution. Keep unknown values visible.
Use privacy-appropriate measurement and obtain the organisation's required review before adding tracking technologies. Do not put personal or clinical details into analytics event names or campaign URLs. Collect business reporting information through the right operational systems.
Review comparable periods
Compare periods using consistent definitions, market filters and service scope. Record major changes such as a new website, a new service or a shift in availability. These can affect enquiries alongside the marketing activity being evaluated.
For each review, write what changed, what evidence supports the observation and what remains uncertain. A small number of outcomes does not prove a trend. Use the findings to choose the next improvement: clearer service content, a better enquiry handover or a more focused acquisition effort. Kay & Co. can connect this work with marketing, CRM and reporting implementation.
Further reading
These primary sources provide additional context for the project decisions above.
Related decisions
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