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Introducción al Benchmarking - Qué es?

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BENCHMARK - Qué es + Cómo Hacerlo Paso a Paso💻

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1. Xerox y el benchmarking:

A fines de los años 70, Xerox fue pionera en el uso del benchmarking competitivo.

Comenzaron a comparar su desempeño con el de sus competidores para identificar áreas de mejora.

Este proceso se centró inicialmente en las operaciones industriales de Xerox y sus costos de producción unitarios ¹ ².

2. Desarrollo y consolidación:

Xerox continuó desarrollando el concepto de benchmarking durante los años 80.

A partir de 1983, otras empresas, como GTE, comenzaron a emplear la palabra “benchmarking”.

A finales de los años 80, el benchmarking se consolidó como una herramienta valiosa para mejorar el desempeño organizacional ³.

En resumen, el benchmarking se ha convertido en una práctica común en la gestión empresarial y sigue siendo relevante para identificar oportunidades de mejora y mantener la competitividad. Si tienes más preguntas o necesitas detalles adicionales, no dudes en preguntar. 😊👍

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Benchmarking de Toyota y Honda en el desarrollo y producción de modelos de auto Híbridos

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LYON, France -Toyota Motor Corp. and Honda Motor Co. Ltd. are the global hybrid leaders, together controlling 70% of the market, but a benchmarking teardown of their hybrid-electric vehicles gives a detailed view of the auto makers' different strategies.

While Toyota has worked to constantly improve hybrid performance, Honda's strategy has been to reduce cost, says Antoine Chatelain, director of Mavel SA's Mavtech subsidiary, which recently presented an overview of the Toyota Prius, Honda Civic Hybrid and Insight at the French consultancy's technical center here.

The '09 Insight is less hybridized than the '05 Civic Hybrid, Chatelain says, noting the Civic has electric air conditioning and regenerative braking, which the Insight lacks.

In contrast, the third-generation Prius is bigger than the Insight but has lower fuel consumption and is equipped with regenerative braking and two electric motors.

Although Ford Motor Co., General Motors Co. and Nissan Motor Co. Ltd. all have launched hybrid vehicles, they trail Toyota and Honda by far. Toyota has sold 1.1 million Prius HEVs worldwide, while Honda has delivered 200,000 Civic Hybrids.

Both the Prius and Insight are based on internal-combustion platforms: the Prius on the Auris/Avensis architecture and the Insight on the U.S. version of the Honda Jazz (Fit). The Prius weighs 156 lbs. (71 kg) more than the gasoline Auris, while the Insight weighs 159 lbs. (72 kg) more than a Jazz/Fit with the same engine.

Honda Insight's power density nearly doubled and costs reduced 60% from first generation.

"Toyota is weight-oriented, and Honda is cost-oriented," Chatelain says. Not counting the hybridization, the changes made to the Prius platform shaved 32.6 lbs. (15 kg) of mass; while changes made to the Jazz platform for the Insight added 30.4 lbs. (13.8 kg).

The two hybrids have a different instrument cluster, rear seat, tailgate, windows and smaller gas tank than conventional gasoline models on the same architecture. The Prius has an electric A/C compressor and water pump, "green" tires, a different parking brake pedal, tailgate and windows. The Insight has a specific crankshaft and HVAC block, and bigger wheels.

Takahuru Echigo, who works for Honda Engineering Co. Ltd. in Swindon, U.K., confirms reduced cost was a key goal in the Insight's development but notes performance also was a factor.

Power density nearly has doubled since 1999 when the first Insight was introduced and costs are down 60%, he says. The electric motor of the new Insight is 15% lighter than that in the Civic Hybrid, with power density increased 24%.

INRETS, a French research academy, projects the number of hybrids sold annually could reach 1 million in 2011, 2 million by 2014 and 5 million by 2020. In 2007, sales totaled 500,000 units.

Percentage of Materials Usage

"The growth of sales should be principally in mature markets, where clients have higher buying power," says Jean-Bruno Monteil, director of material studies at Mavel. "Awareness of environmental issues is less in developing countries, and the complexity of hybrid drive discourages buyers in emerging markets."

Mavel also believes virtually all European cars will soon have stop/start capability.

Third-generation Prius bigger than Insight, with lower fuel consumption and includes regenerative braking and two electric motors.

"Stop/start is not very expensive, and hybrids are expensive," says Mavel's Jean-Michel Prillieux. "Stop/start is not a hybrid. Cars have had electricity on board for years, with starter motors and headlights. Stop/start is a new electric feature, like ABS (antilock braking systems or EPS (electronic stability program technology)."

In Europe, gasoline hybrids have fierce competition from diesels. The Insight has a carbon-dioxide emissions rating of 101 g/km.

The Ford Focus Econetic with a diesel engine is rated at 115 g/km, and an industry engineer says it costs only about €20 ($30) to convert a conventional 1.6L diesel Focus into a higher-mileage version with a plastic underbody shield, better engine oil and environmentally friendly "green" tires.

The cost to consumers to save a gram of CO2/km is cheaper with a mild gasoline hybrid, such as the Insight, rather than a full hybrid Prius.

In Germany, a Civic Hybrid costs €23,000 ($34,312) and emits 110 g/km of CO2, while a conventional Civic is priced at €20,050 ($30,584) and emits 154 g/km, costing hybrid customers €67 ($100) for each g/km reduction.

A gasoline Toyota Auris costs €19,000 ($28,340) and emits 154 g/km of CO2, while a third-generation Prius is priced at €25,000 ($37,290) and emits 92 g/km, costing hybrid customers €97 ($145) for each g/km reduction.

Mavel's benchmarking studied the materials used in the cars in detail, and because it has torn down dozens of vehicles, it is able to compare the hybrids' material usage with an average midsized European car.

The Insight uses 64% ferrous material, more than an average European car. The third-generation Prius is the leader in aluminum use, at 12%. The Prius has an aluminum hood and tailgate as part of its weight-saving strategy, says Bernard Thiebault, Mavel's director of automotive body benchmarking.

Hybridization has little impact on the bodies of the hybrids, the executive says, noting there is no impact on passive safety but slightly additional weight for battery fixation. The principal design changes to improve performance are aerodynamics on both cars, and mass reduction on the Prius.

Juan Manuel Pedrero, marketing manager for the Spanish consultant, Robotiker Tecnalia, says the U.S. and Japan are ahead in developing electrification technologies, but after a slow start, Europe is pushing hard with a €93 million ($139 million) budget to support cooperative projects next year.

The projects are to be aimed at developing sustainable surface transportation and a 20% reduction in CO2 emissions by 2020.

A European Union document states: "The 2010 call places greater emphasis on breakthrough research aiming at radically new approaches able to respond to societal need in a time horizon of 2015-2020," when the transport system no longer will be completely reliant on fossil fuels.

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Benchmarking Shows Toyota, Honda Follow Different Paths to Hybridization

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While Toyota has worked to constantly improve hybrid performance, Honda's strategy has been to cut costs, a French analyst says during a technical presentation.

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Hello Fresh es una startup que vende ingredientes frescos directamente a los consumidores para que puedan preparar recetas de cocina variadas y predefinidas. Con presencia en diez países del mundo, Hello Fresh utilizó Tableau para hacer benchmarking de las estrategias de marketing que más les resultaron exitosas en determinados países para tratar de replicarlas en las demás regiones.

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HelloFresh supplies fresh food and recipes directly to consumer households in ten international markets. Everything needed for the weekly meals is meticulously organized for each subscriber, sourced locally and delivered to the doorstep at the desired time. Based on a subscription model with any-time cancellation, HelloFresh uses subscribers' weekly orders to manage supply chains and demand in a consistent manner and to enhance the customer experience.

HelloFresh deployed the Tableau platform to centralize global performance reporting, saving 10-20 man hours per day and providing regional sales and marketing teams with real-time data for nimble decision making. As a result, the HelloFresh marketing team can react to trends in customer behavior and optimize marketing campaigns on-the-fly, leading to better conversion rates and improved customer loyalty.

Centralizing data across ten regions for real-time marketing campaign results

HelloFresh regularly carries out online marketing campaigns in all regional markets-including text or banner advertising on various publisher websites-to convey its messages and attract new customers to its website. The marketing team also analyzes click behavior from both prospects and existing customers on the HelloFresh website to identify opportunities to improve conversion rates.

In the past, teams analyzed data in Excel, bringing in data from Google Analytics and various MySQL production databases. Due to the agile nature of the HelloFresh marketing team, this data had to be consistently downloaded, aggregated, and analyzed to yield up-to-date results. The daily production of daily and weekly performance reports required between one and four hours of manual work for each of HelloFresh's ten regions-and the process often did not provide the desired insights.

Karl Villanueva, Head of Search Engine Advertising and Display at HelloFresh shared, "The speed of digital marketing is so great that we always have to make decisions in real time. We can't wait a quarter of a year, we can't wait six months or a whole year. We have to make decisions based on what happened yesterday or last week."

When Karl Villanueva joined HelloFresh, one of his first tasks was to centralize global reporting for all ten regions in the Berlin branch, starting by introducing Tableau on a company-wide scale. Today, all of HelloFresh's data sources go through ETL processes into a data warehouse, running on Hadoop. The team then connects directly to the data warehouse to analyze data in Tableau.

Karl's team developed a set of key performance indicator (KPI) dashboards that show click rates, bounce rates, and conversion rates, along with sales and retention metrics. They set up automatic refreshes and subscriptions in Tableau Server so that stakeholders receive daily updates every morning across all ten regions.

"We are very democratic with our data at HelloFresh, because we do not want to store them in silos," says Karl. "If there's any marketing data that might be of interest to other teams, we're happy to share it with them."

Increasing conversion rates and retention with customized marketing journeys

Previously, analyzing customer data primarily in Excel made it virtually impossible to map the lifetime customer journey across different channels and platforms.

Karl explained, "With the increasing proliferation of cross-channel marketing and cross-device marketing with the associated assignment difficulties, we absolutely need an aggregated source to assess performance from a superior perspective and not separately, not in data silos."

The ability to consolidate data sources into Tableau dashboards allows the HelloFresh marketing team to discover interesting behavior patterns from both prospects and existing customers across various channels and devices: "For example, lets say someone discovered the product in a feature article on our blog and later learned more about the product, but perhaps wanted to think about it some more. Maybe he/she planned a trip this week and because of that, decided to make a purchase in the following week," says Karl. "In this case, it is important for a marketing team to recognize the correlation between the ad seen today and the purchase decision-perhaps a few days later or even further in the future."

As a results of faster analysis, the marketing team analyzed click behavior on the website and retention periods across pages to determine three typical customer personas: the customer looking to try new recipes, the customer who wants fresh ingredients, but has trouble getting to the grocery store, and the customer interested in special ingredients that are often difficult to obtain locally. With these insights, the HelloFresh marketing team can segment target groups and present them with relevant advertising and landing pages. This also affects how content is presented on the HelloFresh website.

"Marketing should not be a pain, but should be relevant. Our marketing should not distract the customer, but rather provide them with answers to their individual questions," explains Karl Villanueva. "If we know that they are interested in certain ingredients, we will present them with the right recipes. If we suspect, based on their history, that they would like to buy something from us, we present the shop pages."

This approach leads to a positive customer experience and as a result, increased conversion rates and higher customer loyalty.

Benchmarking regional marketing and sales performance

With automated dashboard updates, regional marketing managers can understand overall campaign and sales performances across different territories. Leadership can also compare weekly metrics across regions to benchmark success.

With current data, the team can be nimble and adjust campaigns as necessary. For example, if a team discovers that a digital advertisement isn't delivering the desired results, they can take action to adjust the creative or messaging to ensure an optimal return on investment for the campaign.

Karl Villanueva explains, "Tableau dashboards save us so much time in our daily work. We have found that it has made our lives much easier because we receive important information immediately and are able to react faster."

When asked what advice he would give newcomers to performance marketing, Karl shared, "Marketing is increasingly influenced by data. It is more competitive and is based more on facts and figures than ever before. Today you will get much more insight. Moreover, in order to quantify the figures properly, you must be able to analyze them sensibly. And Tableau is definitely a big help for that."

Connect with your customers and boost your bottom line with actionable insights.

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HelloFresh boosts digital marketing campaigns, increasing conversion rates with Tableau

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HelloFresh supplies fresh food and recipes directly to consumer households in ten international markets. Everything needed for the weekly meals is meticulously organized for each subscriber, sourced locally and delivered to the doorstep at the desired time.