Knowledge base · Data & measurement
Benchmark
A benchmark is a reference value putting your figures in perspective: the industry average or your own history.
A conversion of two percent says nothing without comparison. Is that good in your industry? Is it better than last quarter? The benchmark gives the number meaning.
Industry figures are useful as a rough compass but dangerous as a steering tool. Margins, price points and channels differ too much to copy literally.
The most honest benchmark is yourself: your own figures from last month and last year, measured the same way.
How we do it
We use industry benchmarks as a compass and your own history as the steering instrument.
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