Looking only at the users behaviour doesn’t tell all the necessary informations in order to figure out how we are doing our job.
It ‘s so usefull wondering about: Is there someone else working better than me? Why am I performing lower than the previous year ?
The contest or the Benchmark analysis brings the answers we are looking for because they compare our performance in the time and with the competitor.
The contest can be:
Externally contest helps you to understand how you perform relative to the other businesses similar to yours.
Internally contest allows you to set expectations based on your hystorical perfomance.