in a retail business environment , sales employees interact with customers and generate retail sales . employee skills , product knowledge , and performance are particularly relevant to sales generated , and hence to cash flow . periodic assessments are typically performed to monitor the progress and growth of the business and to identify areas of strength and flag potential weaknesses . such assessments typically take the form of sales data outlining generated revenue , for example , gross receipts or the net profit of a particular employee or store . a system for measuring and analyzing performance data including collecting data indicative of performance and analyzing the data to compute an aggregate synopsis of performance of an employee provides quantitative data for providing employee specific feedback and direction to the employee for improving performance . a hypothesis is formed from the aggregate synopsis to determine one or more actions , such as training and skill practice , directed to improving performance . the determined actions are pursued with the employee under evaluation , and a change in the performance as a result of applying the actions is measured . measurement and analysis is repeated in an iterative manner to continually assess and develop employee skills toward increased performance and hence , increased sales .