A key, yet often overlooked, component of any marketing or operations strategy is measurement: this is how you gain a clear picture of how your business is performing. In the case of social enterprises, it is also a way to understand your social impact. But don’t fall for the instant gratification trap! Measuring your performance from a sales, acquisition, or retention perspective can be more straightforward and more immediate than measuring your business’s social impact, yet both are fundamental. Impact assessment offers a deeper understanding of your initiatives’ effects and allows you to adjust your strategies to work towards your goals more effectively.
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