BU Benchmarks & Goals explained

Overview & Options

Benchmarks contextualize metrics against baseline standards and goals baseline metrics against team targets (marked with ⚑). BU-Defined Benchmark dropdown in the top bar: [ Benchmark ▼ ] [ Date Range ▼ ] helps user to analyze data against the set benchmarks and goals wherever applicable. Selecting an option instantly updates all metrics across the page.

• Previous Year (PY): Full prior calendar year baseline for annual planning.

• YTD (Year to Date): Average from January 1st to date for mid-year progress.

• Same Period Last Year: Identical calendar dates from the prior year for seasonal tracking.

• Preceding Period: Immediately prior block of equal days for short-term optimizations.

• Business Unit Defined (BUD): Custom pre-set targets for tracking metric performances .

Custom Benchmarks & Logic

Selecting Business Unit Defined (BUD) applies automated matching and fallback logic:

1. Parameter & Year Matching: Prism checks active filter combinations (Brand, Business Unit, Channel, Campaign) and maps the target year directly to the selected date range.

2. Fallback Chain: If a specific segment lacks a custom target, Prism applies evaluation standards in order:

   Business Unit Benchmark} ---> Strategic Goal (⚑) ---> Previous Year Average

   
   

   
   

Scope & Visual Indicators

• Overall vs. Row-Level: Overall benchmarks apply one blended target across the full view. Row-level benchmarks evaluate individual segments against tailored targets to avoid unfair cross-channel comparisons. Toggle this on breakdown cards using Row-level benchmark.

• Color Rails:

  • Green: On par or above benchmark.

  • Amber: Within 10% below benchmark.

  • Red: Exceeds 10% below benchmark.

• Directionality: Lower is better for cost/efficiency metrics (CPM, CPC), while higher is better for performance metrics (CTR). Volume metrics (Spend, Impressions) carry no color indicators as they reflect pacing.

• Tooltips: Hovering over any cell reveals exact values, percentage variance (↑/↓), target figures, and data origin.

Welcome to the Benchmark and Goals Navigation walkthrough.