Comparable cohort
Group results only when company type, channel, objective, stage, and measurement conditions are meaningfully comparable.
BENCHMARK METHOD
A benchmark is useful only when the comparison is defensible.
Learn the Indoo standard for useful marketing benchmarks: cohort, sample, period, metric definition, distribution, privacy, limitations, and update cadence.
WHAT MATTERS
The operating details behind the promise.
Distribution over vanity
Publish medians, percentiles, sample counts, and missing-data notes instead of one impressive average.
Privacy threshold
Aggregate only above a documented minimum and remove identifiers or narrow cuts that could expose a customer.
HOW IT WORKS
Move from context to accountable action.
Every stage keeps the brand, goal, evidence, permissions, and work history attached.
- 01
Define the metric
Write the numerator, denominator, unit, time window, attribution rule, and known sources of error.
- 02
Build the cohort
Document inclusion, exclusion, sample, collection date, bias, and missingness.
- 03
Publish the useful range
Show the distribution, limitations, and when the benchmark should not guide a decision.
INDOO PRINCIPLE
No Indoo aggregate benchmark values are currently claimed. Future numbers must link back to this level of method and disclosure.
COMMON QUESTIONS
Direct answers, then the details.
Why not publish an industry average now?
An average without a qualified sample, metric definition, date, and cohort could mislead teams and would not meet the Indoo research standard.
Will customer-level results be identifiable?
Aggregate benchmark design should use thresholds and de-identification that prevent reporting a customer's private result.
ONE BRAND BRAIN · ONE LOOP
Put this workflow to work on your real brand.
- No payment card in signup
- Website-first brand setup
- Human approval available