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:

• Keep your data clean. Here's an article on PortMa about the topic: http://portma.com/clean-your-data
• Benchmark Granularity