Analytics Maturity Assessment Survey

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* 1. How is the majority of your marketing data collected in your organization?

Manually entered data (e.g. manual spreadsheet entries)

Automatic data collection through Google Analytics, ad platforms and CRMs

Mix of both

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* 2. Where data is automatically collected through Google Analytics, how would you describe your current tracking set up?

Our Google Analytics is set up via a Tag Management tool with all our marketing tags consolidated and using the same triggers to ensure data accuracy

We have a hybrid set up with some marketing tags in a Tag Management tool while others are hard coded on our website

All our marketing tags are hardcoded on our website

I don't know the current set up

Other (please specify)

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* 3. For attribution purposes, how are you integrating and reporting on sales and marketing data?

We are an e-commerce company with both sales and marketing data reported within Google Analytics

We have set up an attribution process where we pass tracking parameters with each enquiry to our CRM allowing us to know lead sources in our CRM and build reports that map sales to marketing data. We also import sales data to Google Analytics

We currently don't integrate marketing with sales data

I don't know the current set up

Other (please specify)

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* 4. If you have multiple digital assets (subdomains, multiple website, mobile apps, user portals etc) how are you ensuring consistent user tracking when a single user interacts with more than one platform?

We only have one digital asset eg a single website

We have multiple digital assets and have set up cross-domain tracking coupled with user ID configuration allowing us to stitch user journeys across assets

We have multiple digital assets with siloed tracking and haven't implemented cross domain or user ID tracking

I don't know the current set up

Other (please specify)

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* 5. With stricter privacy guidelines, shorter data retention periods and API quotas within GA4, what strategies do you have in place to store your data past the retention periods in GA4 and ensure tracking continuity?

We have implemented data pipelines for GA4 data allowing us to access raw event data in our data warehouse and query it for reporting purposes

We don't have anything in place at the moment

I don't know the current set up

Other (please specify)

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* 6. How do you intend to store Google Analytics UA data after the cut off period?

We have plans to extract UA data to a data warehouse, transform it and make it available for future reporting

We have plans to extract UA data to a data warehouse but are not sure of how we will be able to query it

We haven't thought about this yet

Other (please specify)

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* 7. What would best describe how your organization maintains tracking & reporting products (e.g., Dashboards, dataLayer, GTM tags, ) in production?

Tracking & reporting products are not monitored

Tracking & reporting products are monitored on ad-hoc basis based on urgency

There are mature processes, competencies, and technologies for tracking, monitoring, and maintaining data products in automatically (tag monitoring software, dashboard error monitoring, data accuracy checklist etc..)

I don't know

Other (please specify)

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* 8. Beyond standard conversion tracking (eg form submissions, e-commerce, call tracking) are there other custom tracking events that have been set up to provide additional insight into user behaviour on your website?

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* 9. How confident do you feel about the accuracy of your current marketing conversion data?

Extremely accurate

Very accurate

Somewhat accurate

Not so accurate

Not at all accurate

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* 10. If you are currently running marketing campaigns across any ad platform eg Google Ads, Meta, Linkedin etc, how confident do you feel about the accuracy of your marketing conversion data within each ad platform?

Extremely accurate

Very accurate

Somewhat accurate

Not so accurate

Not at all accurate

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* 11. How would you rate your knowledge of GA4?

Extremely knowledgeable

Very knowledgeable

Somewhat knowledgeable

Not so knowledgeable

Not at all knowledgeable

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* 12. How often are you running experiments on your websites in order to improve conversions or user engagement?

Every month

Quarterly

Every 6 months

Once a year

Never

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* 13. When was the last time you conducted user journey analysis to uncover any bottlenecks on your website?

Less than 30 days ago

Within the last 3 months

Within the last 6 months

Over 12 months ago

Never

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* 14. How would you describe decision-making in your organization?

Generally, everyone values gut instinct and experience over data-driven decision making

Decisions are mostly made based on a combination of data and gut instinct and experience

Generally, everyone values data-driven decision making over gut instinct

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* 15. How important is data as part of your organization’s overall strategy?

It is not mentioned in our organization’s strategy

It is a small component of our organization’s strategy

It is a major component of our organization’s strategy

It is the most important component of our organization’s strategy

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* 16. How would you describe the importance of building data literacy for business stakeholders in your organization?

Not important

Somewhat important

Important

Very important

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* 17. What data analysis tools does your marketing team use in your organization?

Spreadsheets

Spreadsheets & domain specific apps like GA, Ad platforms, Salesforce, Marketo, etc…

Spreadsheets & domain specific apps like GA, Ad platforms, Salesforce, Marketo, et and BI Platforms (Looker / Tableau / Power BI)

None of the above

Other (please specify)

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* 18. Once data insights are shared and discussed, how do you currently keep the insights live/updated and accessible over time?

We do not share data insights

All data insights are shared on a one-time ad-hoc basis

Few relevant data insights are automatically updated (e.g., dashboards connected to databases)

None of the above

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* 19. How would you describe data accessibility at your organization?

No one can access the data they need to do their work

Only a few people have access to the data they need by reaching out to the proper stakeholders

Most people can find the data they need, but in most occasions, there isn't sufficient context around what the data is currently used for or how it was collected.

Data is highly accessible by anyone in the organization, with full context around what the data is currently used for or how it was collected.

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* 20. Please provide your contact information so we can send your assessment results

Full Name

Company

Work Email

Phone (Optional)