How do you measure the return on farmer engagement? Most companies struggle with this question, falling back on vanity metrics that don't connect to business outcomes.
Beyond Vanity Metrics
Common metrics that look good but don't matter: - Number of farmers "reached" - App downloads - Attendance at field days - Likes and shares on social media
These numbers can all go up while sales go down.
Metrics That Matter
1. Advisory Conversion Rate What percentage of farmers who receive advice actually follow it? This shows if your engagement is actionable.
2. Recommendation Retention When farmers visit dealers, do they ask for what you recommended or accept substitutes?
3. Season-over-Season Retention Do farmers stay engaged across multiple seasons? Trust builds over time.
4. Demand Attribution Can you trace sales back to specific advisory interventions?
Building a Measurement System
To measure what matters, you need: - Farmer-level tracking across the season - Integration with dealer sales data - Clear attribution of actions to outcomes - Cohort analysis across seasons
This is the kind of visibility that modern engagement platforms like RootsTalk provide.