Question

Topic: Research/Metrics

B2b Metrics For Benchmarking

Posted by Anonymous on 1/15/2004 at 4:06 PM ET 125 Points
Does anyone know of a reliable source of benchmark data? We presently rely on the experiences of our own, small pool of clients in Australia. Although many of them are multinationals (IBM, CA), our benchmarks are for their Australian and New Zealand operations only.

Is there a source of benchmark metrics you could point us to? In particular, we enjoy the "well proven truth" (neither proven nor a truth) that a DM piece will gain 2% acceptance, yet as most marketers know the result will be somewhere between 0% & 100% depending on many factors. Our interest is in many metrics like sales activity, sales closure rates, cold call rates, readership of email, survey participation rates. We track all of these and have our own data, but as suggested our experience pool is small.

We use this data presently when modelling campaigns for clients using a proprietary marketing funnel modelling tool. Have a look at funnelcalculator.com to get the idea. This one is pretty basic but you'll get the idea of how this data is used presently.

We are now trying to build a database of benchmarks from multiple industries (most of our data is presently IT&T) to feed the assumptions of the 'big brother' of the funnel model I pointed to above.

Any help you can provide would be most appreciated. Please email me for any clarity.
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RESPONSES

  • Posted by ReadCopy on 1/19/2004 at 5:48 AM Member
    I think its brilliant that you analyse and use your own data, as from my experience this is the best source of data for your modelling.

    When you send out (for example a DM piece), use (or your agencies) use a unique blend of creative artwork, copywriting, mailing quality, timings etc, and your response rate to these precise conditions are YOURS, your benchmark means more than anyone elses and I don''t think you really should be looking externally for data.

    If you are worried that your marketing peices are not effective, and its that you want to test, then this can be ''simply'' tested internally, using ROI as your benchmark.

    I hope that this helps
  • Posted by clpsf on 1/28/2004 at 1:57 PM Member
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    Risk Management Association (“RMA,” formerly Robert Morris Associates during my university days) has for ages been a primary resource for U.S. industry benchmarks, statistics and financial ratios (data is tied to U.S. Standard Industry Classification [SIC] and North American Industry Classification [NAIC] Systems).

    I used to access the RMA publications at the library, but these days, the data is available on their Web site at www.rmahq.org. You might want to check with the main libraries in Australia -- they''re most likely to know about or carry RMA publications -- and ask them if they have similar resources from other world regions. A couple of other information sources might be (a) the main banks in your area -- ask them where they get their non-U.S. data; and (b) RMA itself -- ask them who their global counterparts are.

    Carmen
  • Posted by Blaine Wilkerson on 1/30/2004 at 12:28 PM Member
    Check out this link:

    https://searchengineformarketers.com/

    And click on the DM tools link. There are several options there that may help you!

    Good Luck!
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