In order to perform effective business analysis, specific data must be collected and not any mishmash. The net promoter score must be tracked. All contact records must be updated. User experience must also be digitally stored. The firm must get a grip on the process of purchasing and who makes the decision based on demographic profiling. Each customer can only have a set of decision making powers and those must be tracked. Equally, the organization must be aware of how the business got known to the buyer as this will enable focused digital marketing. Their buying behaviour must be tapped. The specific reasons for customers dropping out must be understood. Twitter followers must always be kept in mind. The firm must also keep a track of the actual location of purchase. Crucially, last sign-in dates must be recorded as this give an idea of the brand’s customer engagement.