Track · 2:31 · Liner note
Compared to Whom, Exactly
A benchmark gives a metric meaning by comparing it with something relevant, such as a prior period, a peer group or a target, and the choice of comparison shapes the conclusion.
A number without a comparison is trivia. Three percent conversion is excellent, ordinary or alarming depending on last quarter, the industry and the target. Compared to Whom, Exactly is the question that turns a figure into a finding, and the answer you choose quietly decides the story.
Pick the benchmark before you see the result, state it beside the number and make sure the comparison group is actually comparable. Last year, your peers and your own target can give three different verdicts. Show whichever ones apply.