Benchmarking provides an inventory of creative changes that other companies have enacted / John Langley
The impact of web 2.0 technologies and social media platforms has created a storm which has now started to settle. The potential to harness the power of social media is differently understood in different industries. Not only that but creative insight is not restricted to one company. Benchmarking allows us to see what the trends are, where companies should be focusing their resources and what we can glean from the insights of others.
My Work
The Third Sector has harnessed the possibilities of digital media ahead of the curve. In order to measure how well charities were doing I created a research paradigm that measured campaigns along five dimensions. Weighting the results by charitable areas and charitable income I built an image of the different areas of focus for different groups. I clearly showed strategists the extent to which performance is related to technology and engagement.
The Financial Services Authority wanted to ensure their online communication was effective. In order to provide coherent strategic advice I used a benchmarking exercise to show how different financial groups achieve their goals. I was able to show where other businesses were failing and succeeding. The result was that the FSA were able to ensure they remained key providers of important information for public and businesses alike.