Skip to main content

Frequently Asked Questions: IBM Benchmark Holiday Reports

Black Friday and Cyber Monday 2012 U.S. Online Retail



What is IBM Digital Analytics Benchmark?

Benchmark enables online retailers to measure their online marketing results--including e-commerce data--against that of their peers. Benchmark is the only peer-level benchmarking solution that delivers aggregated and anonymous competitive data for industry-specific key performance indicators (KPIs), showing how a site performs competitively and historically compared to its respective industry overall, as well as to peers and direct competitors.

What retail sub-verticals does Benchmark cover?

Benchmark includes the following sub-verticals:

  • Apparel
  • B2B
  • Department Stores
  • General Merchandiser
  • Gifts
  • Health and Beauty
  • Home
  • Intimate Apparel
  • Jewelry
  • Office Supplies/Electronics
  • Outdoor Apparel and Gear
  • Pets
  • Sports Apparel and Gear
  • Teen Apparel


For the purposes of our special holiday reports, we are focusing on:

  • Apparel
  • Department Stores
  • Health and Beauty
  • Home Goods

How many companies are in each retail sub-vertical?
We require a minimum of five companies for each retail sub-vertical.

Do you only release numbers in the aggregate?
Yes. We only release numbers in the aggregate.

Do you ever release results for a specific retailer?
No. We only release anonymous results.

Do participating companies know who else is in their vertical or sub-vertical?
Participating companies only see results in the aggregate to protect the privacy of each of the participating companies. We never reveal a specific retailer’s results.

Is Benchmark a new product?
No, Benchmark is not a new product. It was introduced as Coremetrics LIVEmark™ in 2005.

How is Benchmark sold?
Benchmark is sold as part of IBM Digital Analytics.