Data Marketing Health Check

Secure your data marketing health check and find out whether your company can utilize and synchronize its data power. In just 10 minutes you will be able to accelerate your data journey and improve your business value. Streamline your processes and discover fragile data silos now by taking our data marketing health check!

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How are your digital marketing goals defined?1/21

Data Strategy

No measurable goals are defined. Digital marketing goals are roughly and broadly defined, not a specific objective. We defined specific and measurable digital marketing goals which are strongly related to overall business goals but no regular adjustments. Digital marketing goals are regularly defined and cross-checked using data-based methods (e.g., propensity models).

Who is responsible for your overall data/ information strategy and related governance?2/21

Data Strategy

No clear ownership. The IT department. A cross-disciplinary steering group. Board-level ownership.

How important is the usage and analysis of data (customer data, product, or machine-generated data) for your business model?3/21

Data Sources

Insignificant – no data analytics are leveraged in the business model. Moderate – data is leveraged partially. Significant – heavily relying on data generated. Crucial – data is the main value driver of the business model.

Would you classify the data you generate and process as reliable and valid?4/21

Data Sources

No, or not sure. Some of the data is reliable and valid, but much of it needs to be cross-checked and revised. For the most part, our data are reliable and valid. Yes, our data are extremely reliable and valid, so we sell it to other partners.

What kind of data insights do your current projects create?5/21

Data Sources

Descriptive (backward-looking, answering "what?"). Diagnostic (backward-looking, answering "why?"). Predictive (forward-looking, identifying trends, correlations, and causation). Prescriptive (predicting outcomes, identifying what actions to take).

How would you rate the degree of the digitization of your value chain?6/21

Data Sources

No automated exchange of information along the value chain. Basic automation of data flow between the primary activities only. Most of the value chain activities have robust information exchange processes. Continuous data flow along the value chain.

How would you describe your current data and technology ecosystem in marketing?7/21

Tools & Technology

We only rely on 3rd party ad tech tools owned by agencies (e.g., Google / Facebook). We use a combination of 3rd party ad tech tools and 1st party marketing tech tools (e.g., CRM, email platforms). Our tech and marketing tech ecosystems are connected manually or automatically via DMP/ CDP platforms with unified tracking and ID mapping. Our data and technology ecosystem is state-of-the-art with a cloud infrastructure (e.g., data lake) that unifies our ad tech/ marketing tech ecosystem and related business systems for advanced enablement of use cases.

Which of the following best describes how your organization connects systems to gain insights from data that improve marketing activation?8/21

Tools & Technology

Restricted connection. Data is used by each channel individually (e.g., 3rd-party data for ads or CRM data for email marketing). Connecting in online channels (e.g., building 'look-a-like' audiences with a combination of 1st and 3rd party data). Connected online and offline systems (e.g., direct mail systems connected to systems that manage digital data from first-party providers). Connected online and offline systems and other contextual data (1st party, 3rd party, business performance, and weather data managed in a data management platform).

To which extent do you agree with the following statement: Tech assets (datasets, algo, etc.) are shared across the organisation: they are reusable and standardized to be easily implemented / reused for new use cases.9/21

Tools & Technology

Disagree Somewhat disagree Somewhat agree Agree

How data-driven are the internal processes and workflows within your organization?10/21

Operating Model

Little to no data-driven processes and workflows are set up. A few processes and workflows are data-driven. Most of the processes and workflows are data-driven. We are fully data-driven, all our processes and workflows are data-driven. The RACI matrix is defined as well as the SLAs.

What data strategy does your organization have in place in response to the deprecation of 3rd party cookies?11/21

Operating Model

No strategy in place to overcome the deprecation of 3rd party data. Intend to leverage available 1st party data. Proactive building and seeking 1st party data and "basic" 2nd party data agreements. Proactive building of trust with the customer based on A/B testing to accelerate data capture and strategic 2nd party data.

Which of the following ways of working are consistently followed in your organization? (Select all that apply).12/21

Operating Model

Which of the following ways of working are consistently followed in your organization? (Select all that apply). Test and learn the culture, and there is a budget set aside for running experiments. Marketing best practices are being shared (e.g., between campaigns or across regions). Flexible working arrangement, that supports collaboration through technology.

At what level in your organization is data-driven marketing promoted?13/21

Organization (Departments, People etc.)

Little to no support from management. Sponsored and promoted by middle management (e.g., local director). Sponsored and promoted through extended leadership (e.g., VP). Sponsored and promoted by senior executives (e.g., CMO, CTO, COO).

Which of the following best describes the relationship and working model of your agency partners?14/21

Organization (Departments, People etc.)

We rely mainly on external agencies. They have full autonomy in the execution/optimization of our campaigns. Our marketing teams are adequately trained to work with media agencies to ensure quality work. Part of the media operation is carried out internally (e.g., strategy design, target group definition), and part of it is outsourced to external agencies (e.g., campaign setup and operation). All media operations are internalized to maximize corporate control in all media investments and decisions.

How well does the organization collaborate across marketing disciplines?15/21

Organization (Departments, People etc.)

Independent implementation in separate teams. Consensual and joint planning, but separate execution with limited coordination. Central organizational unit for planning and managing multichannel campaigns. Integrated planning processes and agile approach to planning, design and execution across all relevant channels and teams.

What is your current GDPR (General Data Protection Regulation) status?16/21

Enablement & Legal

Current levels of GDPR compliance are identified. Existing GDPR compliance gaps are known, the compliance plan is in place. GDPR Risk analysis are being performed regularly. Ongoing compliance monitoring, network, and data protection.

Which of the following statements best describes the way you use data for modeling and activation?17/21

Enablement & Legal

A Starter organization has identified and is aware of your current levels of GDPR compliance. Regarding enablement, the organization has no consistent data accessibility and implementation for modeling and activation. Capture data from several locations (e.g., website, mobile-only sites, apps, CRM systems, media impressions, transactional data) and bring it into a centralized platform. Running analytics on the data and using it to drive advertising and optimization for outbound marketing (such as audience profile analysis, look-alike/act-alike modeling). Deep integrations of data throughout the ad and marketing ecosystem, sharing data segments that have been developed with marketing partners.

How comprehensive and consistent is your reporting?18/21

Measurement

Reporting is done separately for each channel and platform. Performance is evaluated at the campaign level. All tasks are laboriously handled via Excel across departments. We do some matching on search and display and consider cross-device behavior. We have a universal database for the digital channels. All digital media touch-points and website behavior are taken into account. Some non-digital data such as CRM or store visits are also taken into account. We have a general database for digital and non-digital channels. This includes in-store customer behavior, product data, and CRM data.

What is the highest level of KPIs that are used by your organization to assess your marketing effectiveness?19/21

Measurement

Campaign metrics (e.g., reach, impressions, cost per click) Campaign metrics and conversion metrics (e.g. number of conversions, cost per conversion). Revenue or profitability metrics (e.g. total revenue or revenue from advertising spend) Business-related metrics (e.g. customer lifetime value).

Which of these measurement methods do you use? (select all that apply).20/21

Measurement

Measure campaigns and channels using only basic marketing metrics. Simple attribution modeling using standard models for media channels – (the last click, first click, etc.). A form of data-driven attribution modeling or marketing mix modeling (econometrics) for digital platforms. Extensive marketing ROI measurement, optimization (including marketing mix modeling, attribution modeling, etc.) and prediction methods for online and offline platforms.

REGISTRATION

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In which department do you work

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What is the average media spend per year for which you are responsible

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What industry does your organization operate in?

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Data Maturity Health Check

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Over the next 24 to 72 hours our consultants will analyze your results and provide you with a personalized slide deck on your data marketing maturity.

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