Mitigating measurement myopia: The renewed importance of competitive intelligence
DMPG managing director James Wawne urges for marketers to take a look beyond the boardroom for a more rounded strategy.
There can be few people left in marketing who are not tired of hearing about the pandemic, the impact it has had on business, and the changes in consumer behaviour as a result.
However, there has been limited discussion around one particular pandemic hangover that will remain with us for some time to come: the intractable problem of performance measurement in the wake of COVID-19.
Year-on-year comparisons for internal key performance indicators (KPIs) have long been a mainstay of performance evaluation for product owners, analysts, and marketers. But, against a backdrop of volatility and changes in underlying dynamics, they can prove problematic at best and misleading at worst.
