“You know what agencies are like. They’re either project-based, in which case they’re based on the project, and then once it’s done, it’s done, goodbye – have a lovely time… and then the continuous agencies, like our tracker for example, they’re just more about getting us the data each month, and then saying bye-bye as well. So, yeah, never had the conversation ever.” Head of Insights, Consumer Services Benchmarking/norms Annual Review – Learning/ In many cases, norms can provide a good measure Budgeting of ROI. In testing research, for example, the norms data can be used to show that Insights has helped When conducting an annual review with your key create something, an advertising campaign, for agency partners ensure that you have a section example, which outperforms the norm. dealing specifically with ROI covering, for example, As a minimum ensure that your agencies create the following questions: norms databases for all repetitive-type projects. • Which projects delivered a strong/weak If they can bring in external norms data, this is ROI, why? also very useful to give perspective and show the • How should these projects be improved to C-suite that your work in contributing to help your deliver a stronger ROI? company be better than the competition on key • On which projects has measuring the ROI activities. been a challenge? Why? Make sure that your agencies provide granularity • How should these projects be improved to in the norms database. As a simple example: If allow for better measurement? you are testing advertising aimed at attracting new • What are we missing? How could the customers, you are going to want to compare your agency’s services which you are currently campaign test scores to similar ads. not using be of value to delivering ROI?