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Analytics

Maturity Self-Assessment Tool

Industry leading Marketers invest in their people, processes and technology to increase business capabilities.  

Organisations with a data driven methodology are able to iterate and improve their offering with more precision and accuracy.

This assessment will consider this capability from seven Digital Experience Management Dimensions; Collection, Analysis, Execution, Automation, Application, Attribution and Strategy, to identify your organisations strengths and prioritize areas of focus.

Basic Identification

All responses will be kept anonymous, but may be used for benchmarking purposes.

ANALYTICS

Maturity Self-Assessment Tool

This tool will enable you to identify your organization’s strengths and prioritize focus areas across seven digital experience management dimensions.

The assessment will take approximately 10 minutes to complete. Upon completion, you will be able to view your results in real time and receive a comprehensive follow-up report.

Thank you for your time and we trust the results of the Maturity Assessment will provide valuable insight to your business.

  • Collection

    Think about your organization's analytics practice with respect to Collection and rate the degree to which the statements below describe how your organization functions.

  • Analysis

    Analysis refers to the degree to which an organization can gain actionable insights with their current capabilities

  • Execution

    Execution refers to the manner in which an organization takes action based on analytics.

  • Automation

    Automation describes the level of human interaction that is required for data to be disseminated, understood, and acted upon.

  • Application

    Application describes how an organization tactically responds to analytics findings.

  • Attribution

    Attribution describes an organization’s ability to accurately assign or ascribe credit to the factors that contribute to any given marketing result.

  • Strategy

    Strategy describes the combined level of talent, culture, executive sponsorship, technological capabilities, processes, and credibility of the organizations analytics practice (i.e., the collective result of people, process, and technology an organization invests in analytics).

Collection

Think about your organization's analytics practice with respect to Collection and rate the degree to which the statements below describe how your organization functions.

Our analytics systems incorporate data we collect from all of our owned web properties.
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100%
Our analytics systems incorporate data we collect from our owned digital properties, including mobile channels. (Mobile or desktop applications, mobile web properties, digital publications, etc.)
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0%
100%
Our analytics systems incorporate data we collect from paid advertising services/platforms. (Google AdWords, BrightCove, etc.)
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0%
100%
Our analytics systems incorporate data we collect data from external marketing systems. (Email providers—ExactTarget, Responsys; surveys—ForeSee, OpinionLab; SEO—BrightEdge, Conductor, etc.)
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100%
Our analytics systems incorporate data we collect from our CRM or master customer database.
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100%
Our analytics systems incorporate data we collect data from other offline sales and marketing systems or data providers. (Point of sale systems, call center IVRs, demographics, etc.)
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0%
100%

Analysis

Analysis refers to the degree to which an organization can gain actionable insights with their current capabilities

We understand what a typical website visit entails. (points of entry, pages viewed, time spent on site, bounce, etc.)
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100%
We understand which websites our traffic is coming from.
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We understand our typical website visitor. (return frequency, etc.)
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100%
We understand how to measure our conversion events/goals.
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100%
We understand the profile of the typical visitor to our digital properties. (We understand clickstream attributes the majority of our visitors share such as first-time visitors, return visitors, segments from traffic sources, segments from content viewed, paid-search visitors, organic search visitors, etc.)
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100%
Our reporting and analysis are structured around our organization’s Key Performance Indicators (KPIs). (“Average order value” or “items added to cart” are common KPIs.)
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100%
We understand how to identify visitor segments that have above-average value, or in which our conversion rates are higher than they are for our average visitor.
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100%
Our reporting and analyses are structured around our organization’s Key Business Objectives (KBOs). (A Key Business Objective (KBO) is a strategic imperative defined by management, whereas a Key Performance Indicator (KPI) is used to measure progress toward a KBO. For example, an organization with a KBO to “increase online revenue” might define the factors that contribute to increasing online revenue as contributing KPIs.)
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100%
We develop models/scenarios to predict the outcomes of future customer interactions.
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100%
Our analytic systems prescribe courses of action and the customer outcomes that will result from them. (The system tells us that if we do X, the customer will do Y.)
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100%

Execution

Execution refers to the manner in which an organization takes action based on analytics.

We review website traffic reports at regular intervals.
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100%
We take action based on opportunities surfaced by analytics reports and data visualizations.
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100%
We use analytics to understand which segments are responding best to our offers and content.
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100%
We can predict with confidence how specific segments will respond to our offers and content.
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100%
We have technology that dynamically prescribes the content and experience that will best resonate with individual visitors with a high degree of confidence. (Refers to any commercial off-the-shelf or custom technologies your organization uses in order to automatically decide on and deliver content and experiences to people visiting your digital properties.)
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100%

Automation

Automation describes the level of human interaction that is required for data to be disseminated, understood, and acted upon.

Standard reports are always automatically created at regular intervals and available to key stakeholders.
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Standard reports are always automatically created at regular intervals and sent to key stakeholders.
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Both standard and custom reports are always available for stakeholders to run on-demand and self-service.
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100%
Stakeholders always interact with analysts from within the reporting tool to request additional understanding of the meaning of standard and custom reports.
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100%
Relevant stakeholders always receive automated notifications and alerts immediately when data falls outside of defined thresholds for established business metrics.
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Relevant stakeholders always receive automated notifications and alerts immediately when data falls outside of defined thresholds for established business metrics and the system automatically identifies the probable causal factors.
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Relevant stakeholders always receive automated notifications and alerts immediately when data falls outside of defined thresholds for established business metrics and the system automatically identifies the probable causal factors and dynamically responds in real time.
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100%

Application

Application describes how an organization tactically responds to analytics findings.

Applicable data is sent to all relevant stakeholders, who always use it for decision-making.
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Stakeholders always leverage data for their decision-making.
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The organization rigorously uses data to inform marketing processes and decision-making.
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Analytics findings always provide recommended action(s) for when and where stakeholders should take action.
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Analytics findings automatically trigger action in various systems without human interaction or approvals.
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100%

Attribution

Attribution describes an organization’s ability to accurately assign or ascribe credit to the factors that contribute to any given marketing result.

We are able to understand the impact of and accurately assign credit to all marketing activities—across digital and offline channels.
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100%
We are able to perform attribution on static website visits using simple weighting criteria. (This is attribution for success events or content that you want to assign credit during website visits only (a media site that has content sections for news, sports, business, entertainment, etc.). Attribution in this sense would be doing an analysis and finding out that, for example, technology is the section most visited, followed by business. Sections get credit for having the most valuable content and site managers can change content appropriately.)
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100%
We are able to perform attribution across digital properties using simple weighting criteria. (Mobile or desktop applications, mobile web properties, digital publications, etc.)
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100%
We are able to make investment recommendations based on attribution across digital marketing systems using custom weighting criteria.
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100%
Our systems make investment recommendations based on attribution data from across all marketing systems using custom models.
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100%
Our systems make investment decisions based on attribution models that utilize pattern discovery.
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100%

Strategy

Strategy describes the combined level of talent, culture, executive sponsorship, technological capabilities, processes, and credibility of the organizations analytics practice (i.e., the collective result of people, process, and technology an organization invests in analytics).

We have the appropriate number of staff to run a successful analytics practice.
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100%
Our analytics team has a high level of practical knowledge.
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Our analytics team consists of people with high levels of relevant education and/or domain expertise.
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100%
Our analytics team has a high level of proficiency with industry-leading marketing technologies and methodologies.
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100%
Our analytics practice is viewed internally as a strategic contributor to the organization’s success.
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100%
Our analytics practice has sufficient funding to utilize industry-leading technologies.
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100%
In our organization we seek the truth regardless of whether the data is flattering or damning.
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100%

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The data, valuations, assessments, and recommendations are provided “as is” without warranty or guarantee of any kind, either express or implied, including without limitation, any warranties of merchantability or tness for a particular purpose. e recommendations provided by the Digital Experience Management Self-Assessment Tool and the accuracy of the assessment are estimated projections of possible outcomes and do not constitute a prediction of actual outcomes or results. e recommendations and assessments are based on available data, including but not limited to, information provided by you or your company, information provided by other organizations, and assumptions that are subject to change. e Adobe Digital Experience Management Self-Assessment Tool cannot account for all risks and other factors that may affect results or performance, or for changes in your business practices or operating procedures that may be required to realize results or performance that are projected or implied in the projections.

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