Narelle White and Hayley Baxter tackle one of the biggest challenges for larger agencies: how to understand and meaningfully use business intelligence to make changes in your business. But! They approach the topic from a different perspective to what you might be expecting. Ever thought about how you’d actually measure the effort v income of each of your properties under management? Do you use your data to give you clues about what to do next? What’s the right metric to measure your success against the market? Why isn’t absolute market share all that useful to larger agencies as a metric? They answer these questions in this short, action-packed section.