Benchmarking marketing activity
This article is part of a series of articles on benchmarking marketing activity. Read more.
'The meaning of life is 42.' It's the very definition of a meaningless number, the embodiment of spurious certainty. And without benchmarks, research-based measures of performance can be dismissed as equally unactionable. Everything's relative – we can only act on a result if we know if it's good or bad. So benchmarks are a fundamentally important part of our decision-making.
However, pick the wrong benchmarks and we risk taking the wrong decisions. Worse still, if we don't properly contextualise these...