The key to data is using it effectively, to seek out and test the best ideas for better results. IBM’s annual Marketing Benchmark Report is a way for any company in any country to compare and contrast their digital marketing efforts against not only your “average” but your “above average” competitors.
Many studies focus on “average” benchmarks. However, in today’s hypercompetitive marketplace, “average” has become the new bottom. We encourage you to set your sights higher. Compare your company’s results to those you find in the top and bottom quartiles (when provided) for each measurement as well as the mean and the median.