Performance Measurement

The CCMDC will be measuring its overall performance and the success of the industry by monitoring two types of indicators:
  1. Market Indicators – Broad measures of the industry’s success in realizing the Industry Vision and the long-term Industry Goals. Includes measures that are influenced by the CCMDC, but not under the CCMDC’s direct control.
  2. CCMDC Performance Indicators – Specific measures that will be used to directly gauge the effectiveness and impact of the CCMDC’s investments and efforts. These measures are closely related to the CCMDC’s activities and are more directly impacted by the CCMDC.

Many of these measures will be monitored on the basis of trends, rather than comparison to baseline values. However, for some metrics, it may be necessary and appropriate for specific targets to be established.

Market Indicators

  1. Volume and value of Canadian beef exports (total and by target market)
  2. Volume and value of Canadian beef exports and Canadian commercial beef sales
  3. Volume and value of Canadian cattle genetics product sales (total and by target market)
  4. Export market share of total Canadian exports
  5. Canadian share (penetration) of the targeted markets and market segments
  6. In-market price differential between Canadian and competing (U.S. and Australian) beef products (for each target market)
  7. Basis and prices for live Canadian cattle
  8. Domestic slaughter rate (fed and non-fed)
  9. Exports of live cattle

Performance Measurements

  1. Customer awareness and understanding of Canadian beef value proposition. Size of market influenced by the value proposition (and change in size of this segment over time)
  2. New markets and customers created and maintained by funded initiatives
  3. Canadian industry support for/buy-in to the value proposition (measured by the Canadian industry investment in implementing the value proposition across the Canadian value chain).
  4. Industry funding leverage provided to funded initiatives
  5. Level of completion of funded initiatives
  6. Objective and benefit realization
  7. Efficiency of CCMDC investments (incremental sales revenue per dollar invested in promotion).

Specific details about the component indicators associated with each of the Market Indicators and CCMDC Performance Measurements are outlined in Appendix A of the CCMDC Strategic Marketing Plan.