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Originally Posted by John S Not that I've noticed! For years, every newcomer to Ceroc has filled out a form with personal details, contact numbers etc. Taken together, this would have formed an enormous database of information about people who at one point in their lives had expressed an interest in learning to dance. It would have been worth a lot of money to Ceroc, but as far as I know it was never put to any use at all. Similarly, no disciplined effort has ever been made to follow up people who may have come for months/years, and who for some reason or other have stopped dancing - it would not be surprising to find that some of them will reckon they just haven't been missed. |
Data about members and attendance is being collated, but don't understimate the enormity of the task, given the geographical range of franchises and the difficulty in coordinating a large number of what are effectively separate businesses to gather the information. Even then, it's a huge task to reliably store the information in a way that makes it possible to ask useful questions of it - even if the 'correct' questions to be asked are obvious, which I don't think that they are. Even then, careful action has to be taken on the results - otherwise you have no idea whether you're spending your marketing budget to any effect.
I know that Ceroc is working on this, but they are at their heart a small organisation with limited manpower. And to make good use of that kind of information is a big job.