I'm trying to change the way we measure success for some of our clients ad activity. Currently it's reported using lots of different metrics (Reach, frequency, impressions, clicks blah blah) and number blindness is real.
I want to combine them all into a health score; a single number which takes into account the relative performance of each metric.
Essentially, let's assume we measure reach, frequency & click through rate...
We've got 30 different publishers all with their own performance against these metrics.
For reach, i want to rank the publishers performance against the whole data set (the one with the most reach wins etc).
For frequency & CTR %, i want to measure their performance against a set benchmark (say 6 for frequency & 2.5% for CTR).
I then want to combine all three results into a score (say out of 10) which can be compared with all other publishers. That score should be weighted based on our chosen priority of each metric (e.g Reach60:Freq20:CTR20)
Any ideas how best to go about this?
I started down the z-score and standard deviation route but I'm having issues working out how to get it back to a worthwhile number / measure.