When you report raw counts like insurance complaints without the denominator, you miss the real story. A company with 2,000 complaints out of 40 million policies actually has a better rate than one with 8 complaints out of 18 policies. Always normalize your metrics.
Getting back to marketing, we measure things all the time and then we report them. Oh, this brand of car is much more reliable than this other brand of car because we've looked at all these tests and looked at how many people have complained. There's a measure in the insurance industry by state insurance departments keep— oh my gosh, this is a complaint ratio, number of complaints they get. And you can look and see that one company has 2,000 complaints and another company has 8 complaints. Yes, 2,000 is higher than 8, but Company 1 had 40 million insurance policies in that state, and Company 2 had 18 insurance policies in that state. So is 2,000 really a significant number versus what they've done, as opposed to the 8 out of 18? So be aware of things like this when you're reporting results. Drop the word "help" in the comments, and I'll send you the link for my free dissertation help community.
