Data Maturity Quick Scan Question Title * 1. We will send you the result of the maturity test by email. Please fill in your email address to receive your score and to find out how to outperform peers Email Address OK Question Title * 2. Do you agree: “Data drives almost every marketing decision I take” Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree OK Question Title * 3. For which purpose do you use your available data? To analyze what has happened (descriptive) To know why something happened (diagnostic) To predict what will happen (predictive) To know what to do next (prescriptive) None of the above OK Question Title * 4. Which data are available in your organization for your marketing purposes Basic personal data (e.g. first name, gender, birthday) or basic DMU data (e.g. company name, address, …) Demographic data (e.g. number of children, city, employment status) of Firmographic data (e.g. number of employees, sector, ...) Financial data (e.g. estimated income) Transactional data Interactional data beyond direct transactions (e.g. email clicks, website event logging, web browsing behavior, device usage, …) Lifestyle data (e.g. interests, hobbies, …) Behavioral data (e.g. qualitative data, data collected via customer care, general buying behavior, preferred communication channel, , …) Social media data Geolocation data (e.g. finding the exact location of consumers through their devices, use of GPS, …) Contextual data (e.g. weather, geographic, time, …) None of the above OK Question Title * 5. Do you agree: “I trust the data we have at our company” Strongly disagree Disagree Neither agree nor disagree Agree Strongly agree OK Question Title * 6. Can you easily access the necessary data to perform your day to day work? I don’t need data in my day to day work No, I need to get my data from different sources or ask different people It takes me some time, but I can access all the data I need myself Yes, all the necessary sources are connected, centralized and easily accessible OK Question Title * 7. Are there procedures or processes in place to enter or change data ? No, everybody can enter or change data For some sources we have, for others we don’t Yes, we have company-wide known procedures and processes in place I don’t know OK Question Title * 8. Do you keep track of your marketing KPI’s? (e.g. sales revenue, cost per lead, customer value, conversion rates) No Yes, partially Yes, we defined clear KPI's and all is tracked OK Question Title * 9. Do you have a clear view on ROI of your marketing activities? No Yes – on Channel level (e.g. TV, Website) Yes – on Campaign level Other (please specify) OK Question Title * 10. How do you follow up on your marketing metrics? Through Excel files / spreadsheets Through Reports within my marketing technology stack (e.g. MA software, Google Analytics) Through Dashboards integrating of different data sources, not only marketing sources (eg using Qlik, Tableau, Power BI, others…) None of the above OK Question Title * 11. Is your overview updated automatically? No, our overviews are created ad hoc and on a one time basis No, we need to update it manually Yes, the overview is updated automatically None of the above OK Question Title * 12. Do you have the people and competencies in-house to crystallize the value of data? No More or less: we do have enough people in-house, but we lack the competencies More or less: we do have the competencies, but we don’t have enough people who have these competencies Yes OK Question Title * 13. Does your C-suite and the board support a data driven culture? No, there is a lack of a high-livel vision on data Partly, there are occasional high-level pronouncements of the CEO and the board on the importance of data Yes, there is a clear understanding of the benefits of data among the board and there is an ongoing, informed conversation with top decision makers and those who lead data initiatives throughout the organization they use data to guide them towards the right decision None of the above OK SUBMIT
