Digital Marketing Maturity Survey

Welcome to the Digital Marketing Maturity Model survey. Developed by the Webtrends Digital Marketing Optimization team, this survey is designed to give you an objective assessment of your company’s digital marketing maturity level.

Simply select the areas of digital marketing focus that you are responsible for or engaged with on a regular basis. You will be presented with 6 -18 multiple choice questions, depending on the breadth of your engagement with digital marketing programs. Respondents take, on average, 5 to 15 minutes to complete this survey.

Once complete, your survey answers will be combined with those of all respondents to paint a more complete picture of the digital marketing maturity of 16 industries across 5 continents. Your individual responses will be analyzed and compared to the responses of your industry peers and presented back to you.

Let's get started!

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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		Zip/Postal Code
First Name		What is your primary job role? Please select... Executive/Strategic Director CRM Manager Channel Manager/Analyst Website Analyst Cretive Management Content Management Offer Management Marketing Operations Marketing IT Support Database Administrator Other
Last Name		What is your organization's size? Please select... less than 100 100 - 250 250 - 500 500 - 1000 more than 1000
Phone

Click on the checkboxes below for the fields in which you work. Please allow 10-20 minutes to complete the survey, do not hit REFRESH (F5) as that will reset the page and erase the choices you've made. Please use the clear survey button if you wish to start the survey from scratch.

	Website Analytics
	Acquisition Marketing
	Retention Marketing

Website Analytics

What best describes your website analytics strategy?

• We have no defined, organization wide web site analytics strategy. We do not use consistent metrics or a single system to measure website activity across the organization.
• We have a metric centric website analytics strategy. We use consistent, organization wide metrics such as hits, page views and visits. These metrics are generated by a single system.
• We have a performance centric website analytics strategy. We use metrics such as page and page element performance to track the behavior of unique visitors across our web properties.
• We have a success driven website analytics strategy. We use engagement and conversion related KPIs that align to our business objectives to consistently measure website performance. We integrate marketing performance data from traffic driving channels to analyze the performance of our website.
• We have an attribution centric website analytics strategy. We have a visitor centric approach to measurement that looks at the interactions individuals have across our brand's web properties and conversion channels. We use and integrate multiple data sources, and combine metrics from various sources.

Which best describes your website analytics staff?

• No one within the organization knows how to configure or use measurement tools or is dedicated to digital marketing analysis.
• We have one primary analyst who spends eight hours or less each week utilizing measurement tools. Our analyst doesn't know the tools very well and relies heavily on vendor support.
• We have one person in our organization dedicated to analytics who delivers reports and ad hoc requests relatively quickly.
• A small team of analysts works with digital marketing data. This team is supported by an operational staff and provides proactive analytical resources to others throughout the organization.
• A fully staffed team of expert analysts works with digital marketing data as well as data from other channels. This team is supported by a robust operational staff, a cross-channel analytics steering committee and at least one executive sponsor.

Which best describes your ability to integrate marketing performance and other relevant data with your website analytics data?

• We don't integrate data sources.
• We understand the value of integration and have begun doing some simple integrations in spreadsheet applications.
• We consistently integrate summary data in custom templates within spreadsheet applications.
• We consistently integrate customer level, multi-channel behavior, performance, and conversion data in a dedicated storage location and utilize the combined data for ad hoc analysis by the technical support staff.
• We leverage a fit for purpose data mart to store and integrate customer level behavior, performance, and conversion data. The data mart structure is optimized for organization wide visualization, segment analysis, and ad hoc queries by analysts and technical support staff.

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

• Our agency supplies us with summarized website analytics data on a scheduled basis.
• Vendor interfaces and standard reports are our primary visualization tools.
• We sometimes use dashboards and custom reports that are configured within or extracted from our vendor's system.
• We manually generate custom reports for our stakeholders. Our reporting requirements are based on KPIs of stakeholder groups.
• We use automated custom reports and dashboards, have formal processes for emailed and scheduled reports to our stakeholders, and supply our executive team with an executive dashboard.

Which best describes how website analytics data is used for change decisions about the structure, content, and scheduling of your website?

• Website analytics data is not considered when making change decisions.
• Website analytics data is reviewed but not leveraged for change decisions because it is considered unreliable.
• Website analytics data is used to validate change decisions that are made based on perception.
• Stakeholders manage their own rules governing change management and leverage website analytics data to assist that decision making process.
• Centrally managed governance rules that utilize website analytics data as an input guide our change management decisions.

Which best describes how you use website analytics data for website content and digital marketing optimization?

• We don't.
• Website analytics data is used to validate optimization decisions that are made based on perception.
• We use analytics data to manually optimize our website content and digital marketing campaigns.
• Our automated optimization engine uses historical and real-time data to dynamically serve site content to individuals. Consumer website behavior data is synchronized with our customer data warehouse for use in digital marketing campaigns.
• Our automated optimization engine uses historical and real-time data to dynamically serve site content to individuals. Our website analytics solutions automatically transfers consumer website behavior information to our digital marketing systems for use in targeting and optimization.

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Acquisition Marketing

Which best describes how you measure the success of your digital aquisition marketing programs?

• We do not receive any reporting on digital aquisition marketing.
• We use system metrics such as impressions, uniques, and clicks to measure susccess.
• We use basic behavioral metrics such as engagement and conversion to measure success.
• We embed campaign tracking codes within click through URLs and leverage website anlytics performance and behavior information to measure success using engagement, conversion rate, shopping cart abandonment, and other website success metrics.
• We leverage website behavioral data and offline conversion data to measure digital aquisition marketing performance at the consumer level and geo-temporal anlysis to measure impact across offline channels such as retail.

Which best describes your digital aquisition marketing staff?

• No one within the organization knows how to use digital aquisition marketing tools or is dedicated to digital aquisition marketing analysis.
• We have one primary digital aquisition marketing administrator, not a marketing strategist, who spends 20 hours or less each week utilizing deployment and reporting tools or coordinating with our management partner.
• We have one person in our organization dedicated to digital aquisition marketing strategy and execution who manages all aspects of digital aquisition marketing.
• A small team of digital aquisition marketing managers works with our deployment tool or coordinates with our management partner. This team is supported by an operational staff and interacts heavily with marketers, merchandisers or product managers, and others throughout the organization.
• A fully staffed team of digital aquisition marketing specialists provides seamless, proactive consulting to internal merchandisers or product managers to optimize deployment program support of corporate initiatives and other marketing channels.

Which best describes your ability to integrate digital aquisition marketing performance data with digital marketing and other relevant performance data?

• We don't integrate data sources.
• We understand the value of integration and have begun doing some simple integrations in spreadsheet applications.
• We consistently integrate summary data in custom templates within spreadsheet applications.
• We consistently integrate customer level, multi-channel behavior, performance, and conversion data in a dedicated storage location and utilize the combined data for ad hoc analysis by the technical support staff.
• We leverage a fit for purpose data mart to store and integrate customer level behavior, performance, and conversion data. The data mart structure is optimized for organization wide visualization, segment analysis, and ad hoc queries by analysts and technical support staff.

Which best describes your organization's ability to visualize digital aquisition marketing performance data?

• Our deployment agency supplies us with summarized digital aquisition marketing performance data on a scheduled basis.
• Vendor interfaces and standard reports are our primary visualization tools.
• We sometimes use dashboards and custom reports that are configured within or extracted from our vendor's system.
• We manually generate custom reports for our stakeholders. Our reporting requirements are based on KPIs of stakeholder groups.
• We use automated custom reports and dashboards, have formal processes for emailed and scheduled reports to our stakeholders, and supply our executive team with an executive dashboard.

Which best describes how aquisition marketing performance data is used for change decisions about the structure, content, and scheduling of your campaigns?

• Aquisition marketing performance data is not considered when making change decisions.
• Aquisition marketing performance data is reviewed but not leveraged upon for change decisions because it is considered unreliable.
• Aquisition marketing performance data is used to validate change decisions that are made based on perception.
• Stakeholders use aquisition marketing performance data to manage their own change management rules.
• Centrally managed, well documented governance rules that leverage aquisition marketing performance data guide our decision making process.

Which best describes how you use aquisition marketing performance data for digital marketing optimization?

• We don't.
• Aquisition marketing performance data is used to validate optimization decisions that are made based on perception.
• We use aquisition marketing performance data to manually optimize campaigns or rely on system "automated optimization" tools.
• Consumer website behavior data is synchronized with aquisition marketing performance data in our customer data warehouse for use in optimizing and targeting future campaigns.
• Our website analytics solutions automatically transfers consumer website behavior information to our aquisition marketing systems for use in targeting and optimization.

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Retention Marketing

Which best describes how you measure the success of your digital retention marketing programs?

• We do not receive any reporting on digital retention deployments.
• We use deployment metrics such as sent, bounced, unsubscribe, and open to measure susccess.
• We use basic behavioral metrics such as click through, forwards, and conversion to measure success.
• We embed campaign tracking codes within click through URLs and leverage website anlytics performance and behavior information to measure success using engagement, conversion rate, shopping cart abandonment, and other website success metrics.
• We leverage website behavioral data and offline conversion data to measure digital retention performance at the consumer level and geo-temporal anlysis to measure digital retention impact across offline channels such as retail.

Which best describes your digital retention marketing staff?

• No one within the organization knows how to use digital retention marketing tools or is dedicated to digital retention marketing analysis.
• We have one primary digital retention marketing administrator, not a marketing strategist, who spends 12 hours or less each week utilizing deployment and reporting tools or coordinating with our management partner.
• We have one person in our organization dedicated to digital retention marketing strategy and execution who manages all aspects of digital retention marketing.
• A small team of digital retention marketing managers works with our deployment tool or coordinates with our management partner. This team is supported by an operational staff and interacts heavily with marketers, merchandisers or product managers, and others throughout the organization.
• A fully staffed team of digital retention marketing specialists provides seamless, proactive consulting to internal merchandisers or product managers to optimize deployment program support of corporate initiatives and other marketing channels.

Which best describes your ability to integrate digital retention marketing performance data with digital marketing and other relevant performance data?

• We don't integrate data sources.
• We understand the value of integration and have begun doing some simple integrations in spreadsheet applications.
• We consistently integrate summary data in custom templates within spreadsheet applications.
• We consistently integrate customer level, multi-channel behavior, performance, and conversion data in a dedicated storage location and utilize the combined data for ad hoc analysis by the technical support staff.
• We leverage a fit for purpose data mart to store and integrate customer level behavior, performance, and conversion data. The data mart structure is optimized for organization wide visualization, segment analysis, and ad hoc queries by analysts and technical support staff.

Which best describes your organization's ability to visualize digital retention marketing performance data?

• Our deployment agency supplies us with summarized digital retention marketing performance data on a scheduled basis.
• Vendor interfaces and standard reports are our primary visualization tools.
• We sometimes use dashboards and custom reports that are configured within or extracted from our vendor's system.
• We manually generate custom reports for our stakeholders. Our reporting requirements are based on KPIs of stakeholder groups.
• We use automated custom reports and dashboards, have formal processes for digital retentioned and scheduled reports to our stakeholders, and supply our executive team with an executive dashboard.

Which best describes how digital retention marketing performance data is used for administrative change decisions within your organization?

• Digital retention marketing performance data is not considered when making change decisions.
• Digital retention marketing performance data is reviewed but not leveraged upon for change decisions because it is considered unreliable.
• Digital retention marketing performance data is used to validate change decisions that are made based on perception.
• Stakeholders use digital retention marketing performance data to manage their own rules governing management of structural changes and tool configuration.
• Centrally managed governance rules that leverage digital retention marketing performance guide our structural changes, tag changes, and tool configuration.

Which best describes how you use digital retention marketing performance data for optimization?

• We don't.
• Digital retention marketing performance data is used to validate optimization decisions that are made based on perception.
• We use digital retention marketing performance data to manually optimize campaigns.
• Our automated optimization engine uses digital retention marketing pass through data to dynamically serve site content to individuals. Consumer website behavior data is synchronized with digital retention marketing performance data in our customer data warehouse for use in digital retention marketing campaigns.
• Our automated optimization engine uses digital retention marketing pass through data to dynamically serve site content to individuals. Our website analytics solutions automatically transfers consumer website behavior information to our digital retention marketing systems for use in targeting and optimization.

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