What % of my sales are socially driven?

Most growth teams assume this is invisible. It isn't. 

While most businesses assume this is just something no one can ever see, it’s absolutely something they can.

If you’ve followed our posts, you know that we measure the peer-driven influence between any two customers in a sales file. We call those values Impact ($ you cause others to spend) and Receptivity ($ they cause you to spend).

To know how social a given product, service, or even campaign is, we can get that answer by rolling up all of the Impact values, and seeing what fraction of sales they represent.

The average % we find is 30-40%. That’s worth just pausing for a second to spell out. 30 to 40 cents on every dollar spent around the planet are caused by the interactions of other people. 

In some verticals (gaming, donations, entertainment) that number can go higher.

Once a business has it, it’s a key baseline for how healthy their product line is. A CMO and CEO can track it month-to-month, and know if their products are benefitting from a healthy community and social ecosystem, or starting to flag.

If you only measure the customer holding the credit card, you're missing more than a third of the transaction.