PerformanceBenchmarkSystem
The Challenge
Campaign efficiency varied significantly across regional teams with no standardized way to compare performance or identify improvement areas. Strategic decisions were made without comparable baseline data.
Approach
- Defined standardized performance metrics applicable across regions
- Created baseline measurement protocols for campaign efficiency
- Designed comparative dashboards for regional leadership
- Established improvement tracking and learning loops
System Design
- KPI framework aligned across all regional programmes
- Automated data collection from multiple campaign platforms
- Comparative scoring methodology
Data Sources
Outputs
- Regional benchmark reports
- Performance improvement recommendations
- Quarterly comparative dashboards
Decision Impact
Cut reporting time by 50%+ through automated data pipelines, freeing teams for strategic work
Identified 20% overspending in underperforming campaigns, enabling budget reallocation to high-impact initiatives
Created first-ever cross-regional performance baseline, enabling apples-to-apples comparison across 20+ countries
Benchmark data cited in donor reports and board presentations as evidence of programme effectiveness
Adoption & Cadence
Used by Regional Manager, LATAM Director, and senior digital marketing teams. Reviewed at end of each quarter to see results, impact, and inform decisions for the next quarter.
Governance
Owned by Data & Analytics team. Results presented to leadership and donors. Recognized by Executive Strategy Director and Americas Director.
Tools Used
Additional Context
The benchmark system established a shared performance language that made cross-region comparisons credible.
Key Innovation
The scoring methodology aligned disparate campaign platforms into a single comparable index.