Value and outcomes
Benchmark
Also calledBaseline
A reference point you compare against, such as a typical allocation for a role, a competitor's score or last quarter's conversion rate.
A benchmark turns a number into a judgement. A 3 per cent conversion rate means little on its own; compared with last month's 2.5 per cent, or an industry figure, it tells a story.
Benchmarks are only as good as their source. A practitioner estimate is a useful starting point for discussion, but it should be labelled as an estimate rather than presented as data.