Using Benchmarks to Win More Marketing Business

    <p>In this episode, Chris Clegg discusses the reasons you might want to invest in a benchmarking database.</p><p>The decision for an agency or brand to invest in developing a benchmarking database isn’t easy. It requires a resource and talent commitment that can easily run into the hundreds of thousands.</p><p>Regardless of how you get there, the value of a benchmarking database is more than with the investment for several reasons. We cover two of those reason in the episode of the Demystifying Data Podcast:</p><ul><li><strong>Designing a Winning Campaign: </strong>The best predictor of the future is the past.&nbsp;And when you can plan based on a well-organized set of data that benchmarks this history, you can create a campaign that will get it right more often from the start.&nbsp;You’re moving your marketing down river faster. A benchmarking database is an excellent tool to design a campaign that will meet or exceed stakeholder expectations.&nbsp;In this episode, Chris talks about this with a focus on finding the right consumers and dealing with the “Event Size” vs “Event Frequency” trade-off.</li><li><strong>Selling to Stakeholders: </strong>We’re all always selling.&nbsp;It doesn’t matter if you’re a Brand Manager talking to your VP or if you’re an Agency Director talking to your Brand Client.&nbsp;You need to demonstrate that your reasoning is sound, and your plan is positioned to be a success.&nbsp;This episode continues the discussion by addressing how the right benchmarking database can help you differentiate your idea from whoever you’re competing against for resources.&nbsp;And furthermore, how to use benchmarks to demonstrate value before money is spent.</li></ul><p><br></p><p><strong>Related Reading</strong></p><ul><li><a href="http://portma.com/benchmark-granularity" target="_blank">Granularity in Benchmarks for Event Marketing</a></li><li><a href="http://portma.com/event-marketing-roi-measurement-model-benchmarks-article-1-2" target="_blank">Event Marketing ROI Measurement Model and Benchmarks (1 of 2)</a></li><li><a href="http://portma.com/how-to-use-event-marketing-benchmarks-to-predict-experiential-roi" target="_blank">How to use Event Marketing Benchmarks to Predict Experiential ROI</a></li></ul><p><br></p>