For B2C: baseline is KPI or a metric value based on historical 2-3 years performance which is "normalized" (excluding CVR lift from campaigns, promotions, external factors).
For B2B and SaaS: baseline is a forecasted / expected metric value this time of the year.
Hello Olga,
How do you calculate the baseline?
Baseline is your expected metric performance:
For B2C: baseline is KPI or a metric value based on historical 2-3 years performance which is "normalized" (excluding CVR lift from campaigns, promotions, external factors).
For B2B and SaaS: baseline is a forecasted / expected metric value this time of the year.
I believe this is an interesting topic that deserves a separate newsletter 👍
Thank you!