Digital Marketing Maturity Survey

How mature is your digital marketing measurement program? Find out by completing and submitting the following survey. Also, your responses will be used in aggregate to help develop industry norms for the Digital Marketing Maturity Model, the first standardized framework for evaluating the effectiveness of digital marketing programs.

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What industry do you work in? Please select... Automotive Business-to-business Consumer packaged goods Education Entertainment Financial Services Government Health care Manufacturing Media Professional services Retail Technology Telecommunications Travel/hospitality Other

Which best describes your strategy for measuring your digital marketing investments?
We don't have a measurement strategy. We recognize the value of a measurement strategy, but we're unsure how to create one. Some groups develop and follow an internal strategy, but there's no alignment among groups. We have one shared, unified measurement strategy that aligns with our organization's overall objectives is used throughout the organization.

Which best describes the dedicated analyst resources within your organization?

No one within the organization knows how to configure or use measurement tools or is dedicated to digital marketing analysis. We have one primary administrator who spends eight hours or less each week supporting measurement tools. Our administrator doesn't know the tools very well, makes frequent mistakes and relies heavily on vendor support. We have one person in our organization - not the technical admin - who delivers reports and ad hoc requests relatively quickly. A team of employees - separate from analysts - works with digital marketing data. This team provides proactive resources to others throughout the organization and includes an executive-level champion.

Which best describes the technical understanding of your administrative staff?
No one knows how to configure or use measurement tools. We need step-by-step instructions from outside experts. Our administrator spends 20-30 hours a week supporting measurement tools and rarely makes mistake. We have one or more administrators who dedicate more than 30 hours a week to supporting measurement tools. They offer creative workarounds and solutions.

Which best describes your organization's ability to integrate marketing data?
We don't integrate data sources. We understand the value of integration, and have begun doing some simple integrations in Excel. We perform basic integrations with multiple measurement and data storage tools. We integrate multiple online and offline data sources, as prescribed by a data integration plan that aligns with our business objectives.

Which best describes your organization's ability to visualize data?

Vendor interfaces and standard reports are our primary delivery methods We sometimes use dashboards. Our reports are configured within our vendor's system. We use custom dashboards and reports within our vendor's interface. Our reporting requirements are based on KPIs of stakeholder groups. We use automated custom reports and dashboards, and have formal processes for emailed and scheduled reports.

Which best describes how you analyze the performance of your web site?

We use metrics such as hits, page views and visits. Tagging and other technical issues lead to data inaccuracies. We use metrics/views such as page performance and unique visitors. We look at one or two data sources, but don't integrate the data. We use engagement- and conversion-related metrics, sometimes integrate data and measure site performance based on KPIs that align to our business objectives. We have a visitor-centric approach to measurement that looks at the interactions that individuals have across our brand. We use and integrate multiple data sources, and combine metrics from various sources.

Which best describes how you perform online marketing analysis?
We don't - or we're not tracking it. We track online marketing separate from web analytics. We have separate online marketing and web analytics teams, but they regularly communicate and share information. We have skilled analysts who integrate multiple data sources to analyze and continuously optimize digital programs. Our digital advertising is tagged with campaign IDs.

Which best describes how you measure social media and competitive analysis?

What's social media? We're not sure how to benchmark against our competitors. We're beginning to understand what social media and benchmarking are all about and manually check some social media sites and compete.com. We manually analyze and dabble in online communities. We know how we stack up against our competition on the social web. We participate in community discussions, receive alerts on social media activity and benchmark ourselves against our competition.

Which best describes the level of analytics adoption in your organization?
Measurement tools are only used by a few people. Tools are used by several people, but not by some important groups. Our analytics group and everyone else who needs analytics data uses measurement tools. Digital marketing data is used pervasively by our analytics team and key stakeholder groups to make business decisions.

Which best describes your organization's data governance?
What's governance? We use data to validate decisions made based on perceptions. We have rules to govern management of campaign activities, logins or changes to measurement tools. Governance rules guide our tag changes, tool configuration, user levels and data-quality audits.

Which best describes how you use digital data to optimize your marketing?
We don't. Optimization is done based on perceived needs. We use analytics data to manually optimize our digital marketing assets. Our automated optimization engine uses historical and real-time data to dynamically serve site content to individuals.

Additional Comments

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