Old-school benchmarks are like guessing who is who at a masquerade ball, all too easy. Data science driven benchmarks let you go incognito.

Businesses are complex, unique organisations with their own DNA, so how can you get a fair benchmark?

There is no true industry standard for most performance metrics. What's the point in comparing non-standard calculations across companies?

Surveys based on perception are a quick and dirty way to get a benchmark but about as useful as a high-school popularity contest.