Screen Reader Mode Icon Check SCREEN READER MODE to make this survey compatible with screen readers. How is maths rocking your marketing world? Question Title * 1. What is your gender? Female Male Prefer not to say OK Question Title * 2. Are you....? 18-24 25 - 34 35 - 44 45 - 54 55 - 64 65+ Prefer not to say OK Question Title * 3. In what country do you live? Afghanistan Albania Algeria Andorra Angola Anguilla Antigua and Barbuda Argentina Armenia Australia Austria Azerbaijan Bahamas Bahrain Bangladesh Barbados Belarus Belgium Belize Benin Bhutan Bolivia (Plurinational State of) Bosnia and Herzegovina Botswana Brazil British Virgin Island Brunei Darussalam Bulgaria Burkina Faso Burundi Cabo Verde Cambodia Cameroon Canada Cayman Islands Central African Republic Chad Chile China Colombia Comoros Congo Costa Rica Côte D'Ivoire Croatia Cuba Cyprus Czech Republic Democratic People's Republic of Korea Democratic Republic of the Congo Denmark Djibouti Dominica Dominican Republic Ecuador Egypt El Salvador Equatorial Guinea Eritrea Estonia Ethiopia Fiji Finland France Gabon Gambia Georgia Germany Ghana Greece Grenada Guatemala Guinea Guinea Bissau Guyana Haiti Holy See Honduras Hungary Iceland India Indonesia Iran (Islamic Republic of) Iraq Ireland Israel Italy Jamaica Japan Jordan Kazakhstan Kenya Kiribati Kuwait Kyrgyzstan Lao People’s Democratic Republic Latvia Lebanon Lesotho Liberia Libya Liechtenstein Lithuania Luxembourg Madagascar Malawi Malaysia Maldives Mali Malta Marshall Islands Mauritania Mauritius Mexico Micronesia (Federated States of) Monaco Mongolia Montenegro Montserrat Morocco Mozambique Myanmar Namibia Nauru Nepal Netherlands New Zealand Nicaragua Niger Nigeria Norway Oman Pakistan Palau Panama Papua New Guinea Paraguay Peru Philippines Poland Portugal Qatar Republic of Korea Republic of Moldova Romania Russian Federation Rwanda Saint Kitts and Nevis Saint Lucia Saint Vincent and the Grenadines Samoa San Marino Sao Tome and Principe Saudi Arabia Senegal Serbia Seychelles Sierra Leone Singapore Slovakia Slovenia Solomon Islands Somalia South Africa South Sudan Spain Sri Lanka State of Palestine Sudan Suriname Swaziland Sweden Switzerland Syrian Arab Republic Tajikistan Thailand The former Yugoslav Republic of Macedonia Timor-Leste Togo Tonga Trinidad and Tobago Tunisia Turkey Turkmenistan Turks and Caicos Tuvalu Uganda Ukraine United Arab Emirates United Kingdom of Great Britain and Northern Ireland United Republic of Tanzania United States of America Uruguay Uzbekistan Vanuatu Venezuela (Bolivarian Republic of) Vietnam Yemen Zambia Zimbabwe OK Question Title * 4. Select the type of company you work for Media agency Advertising agency Client-side Consultancy/professional services NFP/charity Other OK Question Title * 5. ...and please specify your role OK Question Title * 6. On a scale of 1 – 9, rate your comfort level with maths as it relates generally to your role: 1 - I shit my pants when the 'm' word comes up 2 3 - Pretty uncomfortable 4 5 - I'm ok but there is room for improvement 6 7 - Confident to give it a go 8 9 - I live for all things maths 1 - I shit my pants when the 'm' word comes up 2 3 - Pretty uncomfortable 4 5 - I'm ok but there is room for improvement 6 7 - Confident to give it a go 8 9 - I live for all things maths OK Question Title * 7. How often do you use maths, whether basic or complex, in your working life? Choose the answer that best describes your situation. 1 - never, ugh 2 3 - rarely, and not if I can help it 4 5 - regularly, about once a month or so 6 7 - I get a weekly maths fix 8 9 - every day, my job is built around it 1 - never, ugh 2 3 - rarely, and not if I can help it 4 5 - regularly, about once a month or so 6 7 - I get a weekly maths fix 8 9 - every day, my job is built around it OK Question Title * 8. ...and what kinds of maths are you generally using? Tick all that apply: Statistics Business/finance maths Marketing/brand metrics maths OK Question Title * 9. Thinking about your role in the future, do you think maths and mathematical concepts will become more or less important? Never part of my working life and can't see that changing Decreasing significantly Decreasing I see it staying about the same Increasing somewhat Increasing significantly Never part of my working life and can't see that changing Decreasing significantly Decreasing I see it staying about the same Increasing somewhat Increasing significantly OK Question Title * 10. Now we'll look at some specific concepts in more detail. For each of the maths concepts below, please rate from 1 - 5 your level of competence: 1 - I don't know what this is 2 - I've heard of it but I'm not confident in my understanding 3 - I understand the concept, but I can't do the maths 4 - I understand it and could have a stab at doing it 5 - I understand this well and am very competent in doing it Mode Mode 1 - I don't know what this is Mode 2 - I've heard of it but I'm not confident in my understanding Mode 3 - I understand the concept, but I can't do the maths Mode 4 - I understand it and could have a stab at doing it Mode 5 - I understand this well and am very competent in doing it Standard deviation Standard deviation 1 - I don't know what this is Standard deviation 2 - I've heard of it but I'm not confident in my understanding Standard deviation 3 - I understand the concept, but I can't do the maths Standard deviation 4 - I understand it and could have a stab at doing it Standard deviation 5 - I understand this well and am very competent in doing it Discounted Cashflow Discounted Cashflow 1 - I don't know what this is Discounted Cashflow 2 - I've heard of it but I'm not confident in my understanding Discounted Cashflow 3 - I understand the concept, but I can't do the maths Discounted Cashflow 4 - I understand it and could have a stab at doing it Discounted Cashflow 5 - I understand this well and am very competent in doing it Mean Mean 1 - I don't know what this is Mean 2 - I've heard of it but I'm not confident in my understanding Mean 3 - I understand the concept, but I can't do the maths Mean 4 - I understand it and could have a stab at doing it Mean 5 - I understand this well and am very competent in doing it CAGR CAGR 1 - I don't know what this is CAGR 2 - I've heard of it but I'm not confident in my understanding CAGR 3 - I understand the concept, but I can't do the maths CAGR 4 - I understand it and could have a stab at doing it CAGR 5 - I understand this well and am very competent in doing it NPV NPV 1 - I don't know what this is NPV 2 - I've heard of it but I'm not confident in my understanding NPV 3 - I understand the concept, but I can't do the maths NPV 4 - I understand it and could have a stab at doing it NPV 5 - I understand this well and am very competent in doing it Median Median 1 - I don't know what this is Median 2 - I've heard of it but I'm not confident in my understanding Median 3 - I understand the concept, but I can't do the maths Median 4 - I understand it and could have a stab at doing it Median 5 - I understand this well and am very competent in doing it Correlation, Regression, R-Squared Correlation, Regression, R-Squared 1 - I don't know what this is Correlation, Regression, R-Squared 2 - I've heard of it but I'm not confident in my understanding Correlation, Regression, R-Squared 3 - I understand the concept, but I can't do the maths Correlation, Regression, R-Squared 4 - I understand it and could have a stab at doing it Correlation, Regression, R-Squared 5 - I understand this well and am very competent in doing it ROI ROI 1 - I don't know what this is ROI 2 - I've heard of it but I'm not confident in my understanding ROI 3 - I understand the concept, but I can't do the maths ROI 4 - I understand it and could have a stab at doing it ROI 5 - I understand this well and am very competent in doing it Variance Variance 1 - I don't know what this is Variance 2 - I've heard of it but I'm not confident in my understanding Variance 3 - I understand the concept, but I can't do the maths Variance 4 - I understand it and could have a stab at doing it Variance 5 - I understand this well and am very competent in doing it OK Question Title * 11. Thinking about all these concepts, how often are you using them in your role? 1 Never ever 3 Sometimes 5 A lot lot 1 Never ever 3 Sometimes 5 A lot lot OK Question Title * 12. Again thinking about all these concepts, in your work, do you think you'll need them more in the future, or less? 1 - much less 2 3 - about the same as now 4 5 - much more 1 - much less 2 3 - about the same as now 4 5 - much more OK Question Title * 13. Moving now to a different set of specific concepts...For each of these, please rate from 1 - 5 your level of competence: 1 - I don't know what this is 2 - I've heard of it but I'm not confident in my understanding 3 - I understand what it is, but I can't confidently read or discuss it 4 - Pretty confident in understanding and interpreting it 5 - I'm fully confident in all aspects of this Expenses Expenses 1 - I don't know what this is Expenses 2 - I've heard of it but I'm not confident in my understanding Expenses 3 - I understand what it is, but I can't confidently read or discuss it Expenses 4 - Pretty confident in understanding and interpreting it Expenses 5 - I'm fully confident in all aspects of this Depreciation Depreciation 1 - I don't know what this is Depreciation 2 - I've heard of it but I'm not confident in my understanding Depreciation 3 - I understand what it is, but I can't confidently read or discuss it Depreciation 4 - Pretty confident in understanding and interpreting it Depreciation 5 - I'm fully confident in all aspects of this Cashflow statement Cashflow statement 1 - I don't know what this is Cashflow statement 2 - I've heard of it but I'm not confident in my understanding Cashflow statement 3 - I understand what it is, but I can't confidently read or discuss it Cashflow statement 4 - Pretty confident in understanding and interpreting it Cashflow statement 5 - I'm fully confident in all aspects of this COGS COGS 1 - I don't know what this is COGS 2 - I've heard of it but I'm not confident in my understanding COGS 3 - I understand what it is, but I can't confidently read or discuss it COGS 4 - Pretty confident in understanding and interpreting it COGS 5 - I'm fully confident in all aspects of this EBIT and EBITDA EBIT and EBITDA 1 - I don't know what this is EBIT and EBITDA 2 - I've heard of it but I'm not confident in my understanding EBIT and EBITDA 3 - I understand what it is, but I can't confidently read or discuss it EBIT and EBITDA 4 - Pretty confident in understanding and interpreting it EBIT and EBITDA 5 - I'm fully confident in all aspects of this OPEX OPEX 1 - I don't know what this is OPEX 2 - I've heard of it but I'm not confident in my understanding OPEX 3 - I understand what it is, but I can't confidently read or discuss it OPEX 4 - Pretty confident in understanding and interpreting it OPEX 5 - I'm fully confident in all aspects of this Revenue Revenue 1 - I don't know what this is Revenue 2 - I've heard of it but I'm not confident in my understanding Revenue 3 - I understand what it is, but I can't confidently read or discuss it Revenue 4 - Pretty confident in understanding and interpreting it Revenue 5 - I'm fully confident in all aspects of this Overheads Overheads 1 - I don't know what this is Overheads 2 - I've heard of it but I'm not confident in my understanding Overheads 3 - I understand what it is, but I can't confidently read or discuss it Overheads 4 - Pretty confident in understanding and interpreting it Overheads 5 - I'm fully confident in all aspects of this Balance sheet Balance sheet 1 - I don't know what this is Balance sheet 2 - I've heard of it but I'm not confident in my understanding Balance sheet 3 - I understand what it is, but I can't confidently read or discuss it Balance sheet 4 - Pretty confident in understanding and interpreting it Balance sheet 5 - I'm fully confident in all aspects of this CAPEX CAPEX 1 - I don't know what this is CAPEX 2 - I've heard of it but I'm not confident in my understanding CAPEX 3 - I understand what it is, but I can't confidently read or discuss it CAPEX 4 - Pretty confident in understanding and interpreting it CAPEX 5 - I'm fully confident in all aspects of this OK Question Title * 14. Thinking about all these concepts, how often are you using them in your role? 1 - Never ever 3 - Sometimes 5 - A lot lot 1 - Never ever 3 - Sometimes 5 - A lot lot OK Question Title * 15. Again thinking about all these concepts, in your work, do you think you'll need them more in the future, or less? 1 - much less 2 3 - about the same as now 4 5 - much more 1 - much less 2 3 - about the same as now 4 5 - much more OK Question Title * 16. Ok so onto our final set of specific concepts.You know the drill by now.For each of these, please rate from 1 - 5 your level of competence: 1 = I don't know what this is 2 = I've got a vague idea 3 = I know what this is, and could have a conversation about it 4 = I could have a bash at the maths 5 = I'm really competent at this eSOV eSOV 1 = I don't know what this is eSOV 2 = I've got a vague idea eSOV 3 = I know what this is, and could have a conversation about it eSOV 4 = I could have a bash at the maths eSOV 5 = I'm really competent at this Purchase Funnels Purchase Funnels 1 = I don't know what this is Purchase Funnels 2 = I've got a vague idea Purchase Funnels 3 = I know what this is, and could have a conversation about it Purchase Funnels 4 = I could have a bash at the maths Purchase Funnels 5 = I'm really competent at this Penetration, Frequency and AWOP Penetration, Frequency and AWOP 1 = I don't know what this is Penetration, Frequency and AWOP 2 = I've got a vague idea Penetration, Frequency and AWOP 3 = I know what this is, and could have a conversation about it Penetration, Frequency and AWOP 4 = I could have a bash at the maths Penetration, Frequency and AWOP 5 = I'm really competent at this Acquisition, Retention, Churn and ARPU Acquisition, Retention, Churn and ARPU 1 = I don't know what this is Acquisition, Retention, Churn and ARPU 2 = I've got a vague idea Acquisition, Retention, Churn and ARPU 3 = I know what this is, and could have a conversation about it Acquisition, Retention, Churn and ARPU 4 = I could have a bash at the maths Acquisition, Retention, Churn and ARPU 5 = I'm really competent at this The Negative Binomial Distribution (Dirichlet) The Negative Binomial Distribution (Dirichlet) 1 = I don't know what this is The Negative Binomial Distribution (Dirichlet) 2 = I've got a vague idea The Negative Binomial Distribution (Dirichlet) 3 = I know what this is, and could have a conversation about it The Negative Binomial Distribution (Dirichlet) 4 = I could have a bash at the maths The Negative Binomial Distribution (Dirichlet) 5 = I'm really competent at this Zero-based budgeting Zero-based budgeting 1 = I don't know what this is Zero-based budgeting 2 = I've got a vague idea Zero-based budgeting 3 = I know what this is, and could have a conversation about it Zero-based budgeting 4 = I could have a bash at the maths Zero-based budgeting 5 = I'm really competent at this Diminishing return curves Diminishing return curves 1 = I don't know what this is Diminishing return curves 2 = I've got a vague idea Diminishing return curves 3 = I know what this is, and could have a conversation about it Diminishing return curves 4 = I could have a bash at the maths Diminishing return curves 5 = I'm really competent at this Marketing Mix Modelling Marketing Mix Modelling 1 = I don't know what this is Marketing Mix Modelling 2 = I've got a vague idea Marketing Mix Modelling 3 = I know what this is, and could have a conversation about it Marketing Mix Modelling 4 = I could have a bash at the maths Marketing Mix Modelling 5 = I'm really competent at this OK Question Title * 17. Thinking about all these concepts, how often are you using them in your role? 1 - Never ever 3 - Sometimes 5 - A lot lot 1 - Never ever 3 - Sometimes 5 - A lot lot OK Question Title * 18. Again thinking about all these concepts, in your work, do you think you'll need them more in the future, or less? 1 - much less 2 3 - about the same as now 4 5 - much more 1 - much less 2 3 - about the same as now 4 5 - much more OK Question Title * 19. Now for the fun bit. Tell us your biggest 'marketing maths' disaster, most embarrassing moment or when you were exposed and wished you'd known more? OK Question Title * 20. Other fun bit. Any moment when you were really glad you understood a particular concept? OK DONE