Discussion Points: (300 words minimum)
Benchmarking and setting goals are very important in driving action; it encompasses getting inside the mind of the customer you are trying to reach. Dealing with human beings as you know can be difficult there are so many variables to consider. 
Discuss the importance of Benchmarking and Setting Goals. Include your understanding of Internal and External Benchmarking.
PLEASE USE ATTACHED REFERENCES FOR ANSWER. (MINIMUM 300 WORDS)
***Chapter 11 pages 263 “296 and Chapter 12 pages 297-347 (Web Analytics an Hour a Day by Avinash Kaushik) will be most help full.