Chris Clegg continues his podcast series about affective benchmarks by looking at how a well-organized archive of historical experiential marketing performance should be used to develop actionable key performance indicators (KPIs).
There are three points at which benchmarks and KPIs should be considered:
1. Planning Stage – The Beginning
- Macro metrics need to be broken down to micro metrics.
- Historical data will provide for realistic planning.
2. Status Reports – The Middle
- Important to keep the goal in mind.
- Using run-rate projections to predict outcomes.
3. Recap Reports – The End
- Higher than average performance defines best practices.
- Once identified, use best practices to develop next year’s activation roadmap.
Links of interest: