Reporting and lead quality · ASRR Tech
Why distinguish branded from non-branded searches?
Branded searches and general buying queries reflect different discovery routes. Keep definitions consistent over time and assess leads alongside search traffic.
A practical example
One prospect searches for Alpha; another searches for buyer guidance software.
This is an illustrative situation for assessing your own process.
Checklist for your team
- Define branded terms.
- Group queries.
- Compare suitable enquiries.
What does success look like?
Analysis distinguishes existing awareness from discovery.
Test this with a recognisable record and have a colleague review the outcome. Note missing information or decisions. Use that finding to improve a working agreement before applying the process more broadly.
Reporting and lead quality: the wider process
A report is useful when everyone shares the definition behind a number. Record which records count, which date applies and how duplicates or cancelled enquiries are handled. Validate a total by checking some underlying records. Compare periods with the same scope and show counts alongside percentages. Small samples can produce large percentage changes. Use the result to improve a working practice, then check whether behaviour and outcomes changed.