Thumbnail

3 Metrics for Analyzing Customer Data in Local Business

3 Metrics for Analyzing Customer Data in Local Business

Unlock the full potential of customer data for local businesses with practical, expert-backed insights. This article navigates through the essentials of CRM analytics, customer segmentation, and data collection techniques. Gain a competitive edge by leveraging the knowledge shared by industry specialists.

  • Use CRM Analytics and Feedback Loops
  • Segment Customers with CRM Tools
  • Collect Data with Leadfeeder and Web App

Use CRM Analytics and Feedback Loops

I use a combination of CRM analytics and customer feedback loops - like surveys and social media sentiment analysis - to gather both quantitative and qualitative data.

One metric I track very closely is Customer Lifetime Value because it helps me understand the total revenue a single customer can generate over the course of their relationship with the company. If CLV dips, it signals potential issues with product quality, pricing, or customer experience, prompting me to investigate further and make targeted improvements.

Inge Von Aulock
Inge Von AulockInvestor & Chief Wealth Builder, Invested Mom

Segment Customers with CRM Tools

To collect and analyze customer data, I rely on a combination of CRM tools and analytics platforms like HubSpot and Google Analytics. First, I segment customers based on behavior, demographics, and purchase history. This helps me tailor campaigns and identify trends specific to each group. For deeper insights, I also use surveys and feedback forms to understand customer needs directly.

One metric I track closely is customer lifetime value (CLV) because it provides a clear picture of how valuable a customer is over time. By analyzing CLV alongside acquisition costs, I can prioritize strategies that focus on retention and upselling rather than just new customer acquisition. For example, identifying high-CLV customers has helped us roll out loyalty programs that boosted revenue while improving satisfaction.

My advice? Start with the metrics that align most with your business goals and let the data guide your decisions.

Nikita Sherbina
Nikita SherbinaCo-Founder & CEO, AIScreen

Collect Data with Leadfeeder and Web App

There are 2 ways that we collect customer data as a service business with a SaaS offering: using Leadfeeder on our website and analyzing customer engagement data on our web app.

1. Leadfeeder is a plugin that you can install on your website. It tells you what companies visit your website. When we see that our current client visits the website, we usually analyze which pages they view. This gives us an idea about what they are interested in. We then proactively offer our suggestions to these clients based on the pages that they view.

2. We have a web app that clients use to extract the data automatically from sources like QuickBooks Online, Zoom, ClickUp, etc. When a user performs an action on the app, we gather the data about this action into the underlying database. We analyze the engagement data in detail during their free trial. We specifically analyze whether they managed to access all the functionality of the app, whether they got any errors, etc. If we see that our clients got stuck somewhere in the process, our customer support team reaches out and offers help. This leads to higher conversion from free trial to active subscription.

Eugene Lebedev
Eugene LebedevManaging Director, Vidi Corp LTD

Copyright © 2025 Featured. All rights reserved.