The invention is directed to assessing the viability of a business entity based on statistics concerning information assistance calls requesting the listing of the same. The invention is premised upon a perceived correlation between the number of calls requesting a business entity's listing and the callers' interest in its products or services, which in turn correlates to sales of the business entity. In accordance with the invention, data is collected and analyzed which concerns information assistance calls requesting listings of different business entities which may belong to the same industry or company to measure their comparative performance. In an illustrative embodiment, the performance measure of the business entity (department) may be compared with those of other business entities (departments) in the same geographic area belonging to the same industry to gain insights into the competitiveness of the business entity in that area. Management of the business entity (department) may then be able to change an advertising campaign based on such insights.