The answer to a question on marketing performance is rarely “42.” When we want to see and share how the campaign is performing, we may start by looking at hard numbers like impressions, engagement rates, cost per acquisition, and so on. But what about the obvious follow-up questions? Is that good or bad? How does engagement compare to Week 4 of last year’s holiday campaign? Are we on track to hit our revenue goals? To answer questions like these—and get actionable insights—we need to put the data in perspective.
That’s where benchmarking comes in. Done right, performance benchmarks provide the context we need to gauge performance, diagnose what’s working and what’s not, and make better marketing decisions that grow the business. The trick is knowing exactly what comparisons to use, and when.
Join us for an inside look at the power and promise of performance benchmarking. You’ll learn:
- The different types of benchmarks, and how and when to use them.
- Best practices for using benchmarks in your dashboards and analysis in order to get actionable insights.
- The most common benchmarking “gotchas” and how to avoid them.
- How to get your data ready for benchmarking.
- Ways to weave in free, third-party data sources to add context and perspective to charts and reports.
Vice President, Marketing Analytics Strategy
As Vice President for Marketing Analytics Strategy, David leverages more than 20 years experience in marketing and analytics to ensure that Beckon customers have the right measurement strategy in place, and an adoption plan built to engage the unique culture of their organization.
Prior to Beckon, David was Director of Digital Marketing Operations and Analytics at Intercontinental Hotels Group (IHG). He led a team responsible for the measurement and operation of the company's global Performance Marketing program, which supports aggressive revenue goals via the company's website and telephone reservation centers for over 5,000 hotels across 11 brands in nearly 100 countries.
Before IHG, David worked in marketing roles at several startups, as well as at Apple Computer. He has an MBA in Marketing, Strategy, and Decision Sciences from the Kellogg Graduate School of Management at Northwestern University, and a BEE from Georgia Tech.