Comparative Measurements And Marketing Reporting

Strong measurement efforts evaluate performance against established guideposts to place results in proper context. Comparisons can be made between multiple time periods, internal components of the business, and against peers and competitors. Well-selected comparisons provide findings that justify strategic and tactical decision-making.

In marketing measurement, relevant comparisons help stakeholders comprehend performance and determine whether adjustments are necessary. Choosing comparisons for evaluating marketing performance, however, can be tricky. In this report, we discuss the types of comparative measurements that are available to B2B marketing executives, and how to choose which ones to include in organizational reporting.