KPIs for communications and marketing plans should be set at realistic but stretching levels, and importantly, the KPIs themselves should be relevant to the marketing and campaign objectives

Sue Burden has wide experience of KPIs from her roles in client organisations, as an ad agency planner and from the research agency perspective.

Advice on KPIs covers:

• Setting or reviewing KPI levels - often involves a workshop with KPI users to ensure they fully understand the choice of KPI measures and buy into the levels selected
• Creating KPI dashboards