Analytics
Benchmark
A benchmark is a standard or point of reference against which marketing performance can be measured and compared. Benchmarks can be based on industry averages, competitors, or a company's own historical performance.
Examples
A marketing team compares its email open rate of 24% against the industry benchmark of 21% to evaluate campaign performance.
Best Practices
Establish internal benchmarks from your own data first, then layer in industry benchmarks for additional context on performance.