The Migration Matrix

This article will address how to measure the success of your marketing efforts by calculating how well you convert single buyers into multis — that is, how to get customers to go from first base to second.

Steps to Creating a Migration Matrix

If the rate of conversion of singles to multis has remained static or increased during a sustained period of time, you’re doing a good, consistent job of marketing to single buyers. But if the rate of conversion has declined, it’s a red flag to revisit your marketing program’s effectiveness. Following are some steps that can help you create your own migration matrix.