6 tips to make best use of anti-counterfeit KPIs

In our first article, we have discussed about how anti-counterfeit KPIs could help you to measure the effectiveness of your anti-counterfeit activities.

Here we provide you with 6 useful tips we learnt from experience that will help you make better use of anti-counterfeit KPIs in your activities:

#1 Make measurement a priority

When the hard and time-consuming work of collecting and analyzing data is done by a case management system, you can focus on constantly adjusting and optimizing your priorities using key measurements.

Over the years, brand protection teams were continuously challenged by counterfeiters who kept changing and adapting their methods at a very fast pace. Now we have realized how essential this cycle of measurement and optimization is to being successful in the battle against counterfeiting and keeping our countermeasures relevant.

#2 Collect actionable metrics

Only collect data you want to use and have the ability to take action on.

For example, the metric of “monthly top 5 counterfeited product” lets you know which type of goods is being heavily counterfeited, so you can notify customs that they should pay extra attention to type of goods. Alternatively, this statistic would trigger an internal security investigation if the leakage of blueprint is the suspected reason.

After a year of looking at KPIs, our BP team re-evaluated the set of metrics they followed and made one significant change: they are now only tracking the most actionable metrics.

#3 Talk to and learn from industry peers

In the early age of anti-counterfeit case management, brand protection teams were focusing on their own brands. But sooner or later, you will find out your brand is “not alone” in your industry.

Counterfeiters who make fake CK perfumes, will probably make Channel as well.

We have started to see greater cooperation within automobile industry where common target and cases information are shared. The same applies for the liquor industry, where IFSP (International Federation of Spirits Producers) are acting actively on behalf of many brands. This has helped many BPMs obtain more information, thus creating a fuller and more accurate picture of counterfeit groups which enables them to determine the optimal strategy for their main targets.

#4 Be early to adapt

The earlier you adapt to a well-structured system to manage your cases, the easier it will be for you to adapt to future changes. What you track over time will accumulate year by year, and the longer you work in brand protection, the harder is becomes to see the trend and patterns among cases.

Learn to continuously evaluate your current way of working and see if it the tools you have are sufficient to help you link cases together, share information with your team and external partners, and optimize your resources. If not, then probably you need to upgrade to new technology to manage your data.

#5 Automate data collection

Think about how you can automate data collection with reports. Ideally, a system should store data with daily case managing and give you a simple way each month to generate KPI document with a click.

You don’t need to pay expensive lawyers to make Excel charts, neither should you or the BPM team be spending extra time making reports. That precious time is better used for making strategically important decisions.

#6 Take time for analysis

All the data you collect needs to be analyzed so that you understand where the opportunities for improvement, and what the best path may be for achieving those improvements.

For example, if customs trainings in certain countries yielded high amount of customs seizures in the next few months, this means such training was very good investment.

Another example is if statistics show accurately that 40% of counterfeiter producers are located in China, then it is necessary to check if you put enough resources in this area.

In the next article, I will share many leading companies’ vision about “What Kind of Statistics Show your Achievement Effectively”.

What analytics tips and tools do you have that help you track and measure your anti-counterfeit activities?

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