And if the first term indicates the criterion of relevance, with the concept of benchmarking (translatable from English with the terms comparative analysis) we refer to the operation that allows you to compare, over time, your numbers with those of a reference that you propose as a point of relationship.
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One of the most important aspects to clarify before delving japan business email list into the operational discussion on benchmarking: it is not an activity to be carried out once and for all , that is, only once within a marketing process for a brand. It would be completely useless, without any meaning or value.
The work to be done is systematic and systemic, to be activated with a cadence established according to the needs and with continuity. Therefore it must be a continuous path : only in this way is it possible to understand how much difference there is compared to the number taken into consideration and how the improvement work is proceeding.
What is Benchmark Analysis: The Phases
The basis is this: benchmarking means using methodologies for a structured comparison of references to discover what the differences are with the best parameters (internal and external). The purpose of it all?
Understand how to improve and evaluate whether progress has been made. From this starting point we can identify a series of essential points to carry out a good benchmarking activity.