1. Internal analysis - part I

 
25% of survey complete.
Please indicate below to which extent the statements are applicable to your organization.

Question Title

* 1. Consumer insights

  Totally disagree Disagree Neutral Agree Totally agree
I know the online path to purchase of my customers (i.e. number of touchpoints, length).
I know how many of my sales is coming from existing customers.
I have segmented my customer base (i.e. loyal customers) and applied this to online media.

Question Title

* 2. Strategy

  Totally disagree Disagree Neutral Agree Totally agree
Online marketing is an integrated part of my overall marketing strategy.
I have defined SMART online marketing targets for upcoming years (online media, online business, etc.)
I know and measure how my organization is performing online in comparison to my competition (i..e. price, service, online media spend).

Question Title

* 3. Organization

  Totally disagree Disagree Neutral Agree Totally agree
Within my organization we have one mutual goal for the online and offline marketing department.
My online and offline marketing department are integrated into one organization entity.
We actively grow the level of digital knowledge within my organization (online and offline marketing profesionals).

Question Title

* 4. Channel steering

  Totally disagree Disagree Neutral Agree Totally agree
I have interdisciplinary meetings (online, offline) within my organization to take decisions on budget and goals.
I have the flexibility to change my online media budget during the year.
I understand the impact of my online budget on the different phases in the customer journey (i.e. branding, sales, retention).

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