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Website Analytics
Email Programs
Digital Display Advertising
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Website Analytics

What best describes your website analytics strategy?
  • We have no defined, organization wide web site analytics strategy and there is no recognition that a website analytics strategy is necessary for a successful program.
  • There is recognition that strategy is necessary, but you are unsure how to create one. Some groups may have beginnings of a strategy, but is limited in scope and informal.
  • Advanced groups within the company develop and follow formal website measurement strategies within their department, but there is no alignment across departments. The strategies do not fully align with core company business objectives.
  • Advanced groups within the company have developed formal website measurement strategies and in some cases there is alignment across departments. These strategies often align with core company business objectives, but there isn't one, unifying website measurement strategy for all departments to align to.
  • There is one shared, unified website measurement strategy in place that is used throughout the organization. All groups align to this strategy. This strategy fully aligns with the organization's core business objectives. All website success measures support the overall goals and objectives of the website and core business objectives.
Which best describes your website analytics staff?
  • No one within the organization knows how to configure or use measurement tools or is dedicated to website analysis.
  • We have one primary analyst who spends eight hours or less each week analyzing website data. Our analyst doesn't know the tools very well and relies heavily on vendor support.
  • We have one person in our organization dedicated to website analytics who delivers reports and ad hoc requests relatively quickly. This person can leverage all functionality of our analysis tool but is not familiar with more advanced configuration techniques.
  • A small team of analysts works with website data. This team is supported by an operational staff and provides proactive analytical resources to others throughout the organization. The team is fully trained on using the tool and there is at least one expert who understands advanced configuration techniques.
  • A fully staffed team of expert analysts works with website data. This team is supported by a robust operational staff, a cross-channel analytics steering committee and at least one executive sponsor. Most members of the team are tool experts and can use and configure it easily.
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 of fewer than 3 data sources in spreadsheet applications.
  • We consistently integrate summary data from multiple data sources in custom templates within spreadsheet applications.
  • We consistently integrate customer level, multi-channel behavior, performance, and conversion data from multiple data sources 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 from all digital marketing sources. There is a primary key that enables a completely integrated view of digital marketing performance across multiple channels and sources. 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 your organization's ability to turn website performance data into actionable information?
  • We do not currently have the ability to turn data into actionable information.
  • A single source of data is used. We look at metrics such as hits, page views, and visits to assess site performance. Data has inaccuracies due to tagging or other issues.
  • One or two data sources are used, but not integrated. We look at metrics such as page performance (top-10, entries, exits, abandons, duration), and unique visitors. Data is accurate for the most part, but infrequent data issues take a few days or a week to address.
  • More than one data source is used, and the data is sometimes integrated. KPIs used align to business objectives, and are relatively standard for your industry. Engagement and conversion related metrics are used, and data is segmented by audience. Data is very accurate, and any issues are resolved in a few days.
  • Multiple data sources are used and are truly integrated. A visitor-centric approach to measurement uncovers the interactions that individuals have across a brand. Metrics from various data sources are combined to create custom KPIs that directly support business objectives. Data is highly accurate and issues are uncovered automatically and fixed in less than one business day.
Which best describes the adoption of website analytics data across your organization?
  • No one uses website analytics data within our organization.
  • Website analytics data is only used by a few people within the organization and data is not shared across departments.
  • Website analytics data is used by several people across different departments; however, there are groups who should be using the data that are not.
  • Website analytics data is used by everyone in the organization who has a need for it. A central analytics group (or person) may distribute data to several stakeholder groups. Website data is used inconsistently to make business decisions within non-executive levels of the organization.
  • Website analytics data is used consistently by both a central analytics group as well as individuals within each department. In smaller companies this could be either-or. Data is shared across all levels of the organization. Website data is used pervasively to make business decisions at the highest levels of the organization.
Which best describes your organization's use of processes, policies, and procedures to ensure the integrity of website analytics data?
  • We don't currently use any processes or have any policies that are meant to protect the integrity of our website data. We do not see the need for these based on how we use data.
  • People understand the importance of protecting the integrity of website data; however, there are no formal processes or policies in place to support it. Changes are tested in a staging environment; however, we only look to see that tags are still firing and do not have a profile to QA staging data.
  • We have one or two website data champions who monitor website changes for potential data impacts but do so informally. Changes are tested in a staging environment to ensure tags still fire, and there is a profile set up against the staging environment where data is QA'd.
  • We have some inconsistently followed formal processes and policies in place to protect the integrity of our website data. We have a change review board, but impacts to website data are not discussed. We test changes in a staging environment before they are pushed live.
  • We have organization-wide and consistently followed processes and policies in place to protect the integrity of our website data. This includes a seat at the change review board where all potential website changes are discussed, and the impact to data is evaluated prior to the change being made. Changes are done in a staging environment and tested prior to release.
Which best describes how you use website analytics data for 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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Email Programs

Which best describes your retention marketing strategy?
  • We have no defined, organization wide retention marketing strategy and there is no recognition that one is necessary for a successful retention marketing program.
  • There is recognition that strategy is necessary, but you are unsure how to create one. Multiple groups are doing retention marketing and are not aligned. Some groups may have beginnings of a strategy, but is limited in scope and informal.
  • Retention marketing efforts are all under one team; however, that team also manages other channels. The group follows formal retention marketing strategies; however, the strategies do not fully align with core company business objectives.
  • Retention marketing efforts are all under one team; however, that team also manages other channels. The group has formal, documented retention marketing strategies that are updated at least annually, and the strategies fully align with core company business objectives.
  • You have a retention marketing center of excellence where all activities originate. There is one shared, unified retention marketing strategy in place that is used throughout the organization. All groups align to this strategy. This strategy fully aligns with the organization's core business objectives. All retention marketing success measures support the overall goals and objectives of the program and of core business objectives.
Which best describes your email marketing staff?
  • No one within the organization knows how to use email marketing tools or is dedicated to email marketing analysis.
  • We have one primary email 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. Our analyst doesn't know the tools very well and relies heavily on vendor support.
  • We have one person in our organization dedicated to email marketing strategy and execution who manages all aspects of email marketing. This person can leverage all functionality of our analysis tool but is not familiar with more advanced configuration techniques.
  • A small team of email 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. The team is fully trained on using the tool and there is at least one expert who understands advanced configuration techniques.
  • A fully staffed team of email marketing specialists provides seamless, proactive consulting to internal merchandisers or product managers to optimize email deployments in support of corporate initiatives and other marketing channels. Most members of the team are tool experts and can use and configure it easily.
Which best describes your ability to integrate digital retention marketing performance data with other relevant marketing performance data?
  • We don't integrate data sources.
  • We understand the value of integration and have begun doing some simple integrations of digital retention data with other data sources, usually in basic spreadsheet applications.
  • We consistently integrate summary data from retention marketing programs with other marketing data sources in custom templates within spreadsheet applications.
  • We consistently integrate customer level, multi-channel behavior, performance, and conversion data from multiple data sources in a dedicated storage location and utilize the combined data for ad hoc analysis by the technical support staff.
  • We integrate our retention marketing data with our CRM system and other digital marketing tools in an online data mart. There is a primary key that enables a completely integrated view of digital marketing performance across multiple channels and sources. 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 email marketing performance data?
  • We do not visualize our retention marketing data.
  • Our deployment agency supplies us with summarized acquisition 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 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 your organization's ability to turn retention performance data into actionable information?
  • We do not receive any reporting on email deployments.
  • We use deployment metrics such as sent, bounced, unsubscribe, and open to measure success.
  • 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 anlaytics 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 email performance at the consumer level and geo-temporal analysis to measure email impact across offline channels such as retail.
Which best describes the adoption of retention marketing data across your organization?
  • No one uses retention marketing data within our organization.
  • Retention marketing data is only used by a few people within the organization and data is not shared across departments.
  • Retention marketing data is used by several people across different departments; however, there are groups who should be using the data that are not.
  • Retention marketing data is used by everyone in the organization who has a need for it. A central analytics group (or person) may distribute data to several stakeholder groups. Retention marketing data is used inconsistently to make business decisions within non-executive levels of the organization.
  • Retention marketing data is used consistently by both a central analytics group as well as stakeholders whose business is impacted by retention. In smaller companies this could be either-or. Data is shared across all levels of the organization. Retention marketing data is used pervasively to make business decisions at the highest levels of the organization.
Which best describes your organization's use of processes, policies, and procedures to ensure the integrity of retention marketing data?
  • We don't currently use any processes nor have any policies policies that are meant to protect the integrity of our retention marketing data. We do not see the need for these based on how we use data.
  • People understand the importance of protecting the integrity of retention marketing data; however, there are no formal processes or policies in place to support it. All governance and testing activities are relegated to our email vendor.
  • We have one or two retention marketing champions who are concerned with the integrity of retention marketing data. These champions work directly with our retention marketing vendors to ensure data integrity. Activities are tested in a staging environment to ensure integrity, and there are databases set up against the staging environment where data is QA'd.
  • We have some inconsistently followed formal processes and policies in place to protect the integrity of our retention marketing data. We have consistent meetings with our retention marketing vendors where data integrity is discussed. We test activities in a staging environment before they are pushed live.
  • We have organization-wide and consistently followed processes and policies in place to protect the integrity of our retention marketing data. Our retention marketing vendors are strategic partners of ours and follow these processes and policies. Activities are tested in a staging environment and data is QA'd prior to release.
Which best describes how you use email marketing performance data for optimization?
  • We don't.
  • Email marketing performance data is used to validate optimization decisions that are made based on perception.
  • We use email marketing performance data to manually optimize campaigns.
  • Our automated optimization engine uses email marketing pass through data to dynamically serve site content to individuals. Consumer website behavior data is synchronized with email marketing performance data in our customer data warehouse for use in email marketing campaigns.
  • Our automated optimization engine uses email marketing pass through data to dynamically serve site content to individuals. Our website analytics solutions automatically transfers consumer website behavior information to our email marketing systems for use in targeting and optimization.

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Digital Display Advertising

Which best describes your acquisition marketing strategy?
  • We have no defined, organization wide acquisition marketing strategy and there is no recognition that one is necessary for a successful acquisition marketing program.
  • There is recognition that strategy is necessary, but you are unsure how to create one. Multiple groups are doing acquisition marketing and are not aligned. Some groups may have beginnings of a strategy, but is limited in scope and informal.
  • Acquisition marketing efforts are all under one team; however, that team also manages other channels. The group follows formal acquisition marketing strategies; however, the strategies do not fully align with core company business objectives.
  • Acquisition marketing efforts are all under one team; however, that team also manages other channels. The group has formal, documented acquisition marketing strategies that are updated at least annually, and the strategies fully align with core company business objectives.
  • You have an acquisition marketing center of excellence where all activities originate. There is one shared, unified acquisition marketing strategy in place that is used throughout the organization. All groups align to this strategy. This strategy fully aligns with the organization's core business objectives. All acquisition marketing success measures support the overall goals and objectives of the program and of core business objectives.
Which best describes your digital display advertising staff?
  • No one within the organization knows how to use digital display advertising tools or is dedicated to digital display advertising analysis.
  • We have one primary digital display advertising administrator, not a marketing strategist, who spends 20 hours or less each week utilizing deployment and reporting tools or coordinating with our management partner. Outside help is required as the resource doesn't have much experience.
  • We have one person in our organization dedicated to digital display advertising strategy and execution who manages all aspects of digital display advertising. The person does not know the tool very well and relies heavily on vendor support.
  • A small team of digital display advertising managers works with our deployment tool or 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. The person or team knows the tools well but also uses vendor support consistently.
  • A fully staffed team of digital display advertising specialists provides seamless, proactive consulting to internal merchandisers or product managers to optimize deployment program support of corporate initiatives and other marketing channels. The team knows the tools well, does not need outside help, and can offer creative workarounds and solutions to problems.
Which best describes your ability to integrate digital display advertising performance data with digital marketing and offline 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 analytics staff.
  • We integrate our acquisition marketing data with our CRM system and other digital marketing tools in an online data mart. There is a primary key that enables a completely integrated view of digital marketing performance across multiple channels and sources. 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 display advertising performance data?
  • We do not visualize our acquisition marketing data.
  • Our deployment agency supplies us with summarized email 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 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 your organization's ability to turn acquisition performance data into actionable information?
  • We do not receive any reporting on digital display advertising.
  • We use system metrics such as impressions, uniques, and clicks to measure success.
  • 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 analytics 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 display advertising performance at the consumer level and geo-temporal analysis to measure impact across offline channels such as retail.
Which best describes how digital display advertising performance data is used for administrative change decisions within your organization?
  • No one uses acquisition marketing data within our organization.
  • Acquisition marketing data is only used by a few people within the organization and data is not shared across departments.
  • Acquisition marketing data is used by several people across different departments; however, there are groups who should be using the data that are not.
  • Acquisition marketing data is used by everyone in the organization who has a need for it. A central analytics group (or person) may distribute data to several stakeholder groups. Acquisition marketing data is used inconsistently to make business decisions within non-executive levels of the organization.
  • Acquisition marketing data is used consistently by both a central analytics group as well as stakeholders whose business is impacted by new customer acquisition. In smaller companies this could be either-or. Data is shared across all levels of the organization. Acquisition marketing data is used pervasively to make business decisions at the highest levels of the organization.
Which best describes your organization's use of processes, policies, and procedures to ensure the integrity of website analytics data?
  • We don't currently use any processes or have any policies that are meant to protect the integrity of our acquisition marketing data. We do not see the need for these based on how we use data.
  • People understand the importance of protecting the integrity of acquisition marketing data; however, there are no formal processes or policies in place to support it. All governance and testing activities are relegated to our display advertising and paid search vendors.
  • We have one or two acquisition marketing champions who are concerned with the integrity of data. These champions work directly with our display advertising and paid search vendors to ensure data integrity. Activities are tested in a staging environment to ensure integrity, and there are databases set up against the staging environment where data is QA'd.
  • We have some inconsistently followed formal processes and policies in place to protect the integrity of our acquisition marketing data. We have consistent meetings with our display advertising and paid search vendors where data integrity is discussed. We test activities in a staging environment before they are pushed live.
  • We have organization-wide and consistently followed processes and policies in place to protect the integrity of our acquisition marketing data. Our display advertising and paid search vendors are strategic partners of ours and follow these processes and policies. Activities are tested in a staging environment and data is QA'd prior to release.
Which best describes how you use digital display advertising performance data for optimization?
  • We don't.
  • Digital display advertising performance data is used to validate optimization decisions that are made based on perception.
  • We use digital display advertising performance data to manually optimize campaigns.
  • Our automated optimization engine uses digital display advertising pass through data to dynamically serve site content to individuals. Consumer website behavior data is synchronized with digital display advertising performance data in our customer data warehouse for use in future campaigns.
  • Our automated optimization engine uses digital display advertising pass through data to dynamically serve site content to individuals. Our website analytics solutions automatically transfers consumer website behavior information to our digital display advertising systems for use in targeting and optimization.

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