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Marketing and Communications
Gartner Glossary
Marketing Benchmarking
Marketing benchmarking is the measurement of how a company, brand or product is performing, either compared to competitors or against best practices in the market. Marketers can compare data against their competitors to identify areas of strength and where targeted improvement is needed, especially areas such as:
- Brand recognition, loyalty and maturity
- Customer conversion
- Campaign performance
- Digital channel performance
- Market share
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