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18 Types of Marketing Benchmark

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Marketing benchmarks are standard measurements that are used to compare your results to those of your competitors or industry. This is helpful to identify areas of competitive advantage, competitive parity and to discover where you are underperforming. Benchmarking requires data about your competition. This can often be found in public sources such as quarterly financial reports or by interviewing your target market. It is also common for industry organizations and competitive research firms to offer benchmarking data. The following are common types of marketing benchmark.

Brand Recognition

The percentage of a target market that recognize your brand symbols as compared to competing brands.

Brand Recall

The percentage of a target market that recall your brand when prompted with a product category. For example, "can you name a few luxury hotels?"

Top of Mind

The percentage of a target market who name your brand first when prompted with a product category.

Customer Satisfaction

The percentage of customers who are happy with you as compared to the competition.

Customer Loyalty

The number of your customers who purchase at least once a month, or with a frequency that is considered loyal in your industry. For example, a loyal customer for an automotive company might purchase once every three years.


Reviews such as customer ratings of hotels on a major travel site.

Product Performance

A figure of merit for your products. For example, the conversion efficiency of solar panels. Often used as a product development benchmark.

Customer Perceptions

Customer perceptions such as "which of these airlines is more reliable?"

Market Share

The percentage of total industry sales in a product category that is captured by you.

Share of Wallet

The percentage of spend for a product category that your customers spend on you. For example, the percentage of a bank's IT capital spending that goes to your software products and consulting.

Customer Acquisition Cost

Your cost for acquiring a customer compared to your industry.

Customer Lifetime Value

Customer lifetime value is an estimate of how much your current customers will spend on your products and services in the future. Based on average spend per year and customer retention rate.

Customer Retention Rate

The percentage of customers that you don't lose in a month or year.


Benchmarking your prices in different markets against the competition. Used to optimize your pricing strategy.

Costs & Margins

Benchmarks of efficiency and profitability such as your cost per unit. In a price competitive market, a lower cost per unit is often the primary type of competitive advantage.


The percentage of a target audience that you reach with marketing messages as compared to competitors.

Conversion Rate

The percentage of visitors to a location who take you up on an offer.


Measures of customer engagement such as the amount of time they spend on your website.
Overview: Marketing Benchmarks
Standard measurements that are used to compare your results to those of your competitors or industry.
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Marketing Metrics

A list of common ways to measure marketing results.

Business Metrics

A list of common business metrics.

Data-Driven Marketing

A definition of data-driven marketing with examples.

Customer Loyalty

The common types of loyal customer.


A definition of recency with examples for sales, marketing and advertising.

Active Users

The common types of active user metric.

Active Customer

An overview of active customers as a marketing metric.

Cost Per Lead

The formula for cost per lead with calculation examples.

Marketing Efficiency

An overview of marketing efficiency with calculation examples.

Market Research

A systematic investigation of market conditions including customers and the competition.

Contextual Inquiry

A definition of contextual inquiry with several examples.

Market Positioning

A list of common market positioning strategies.

Test Marketing

A definition of test marketing with examples.

Product Involvement

The common types of product involvement.


The common types of competitor.

Latent Need

A definition of latent need with examples.

Market Intelligence

A definition of market intelligence with examples.

Organizational Intelligence

A definition of organizational intelligence with examples.
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