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Digital Marketing

Maturity Self-Assessment Tool

Industry-leading marketers invest in a combination of people, processes and products to power and scale marketing initiatives.

They deliver successful business outcomes by consistently executing better than their competitors across seven digital marketing dimensions — Channels, Audiences, Context, Content, Assets, Campaigns, and Data.
This assessment will help you identify your organization’s strengths in these categories as well as prioritize focus areas within the seven digital marketing dimensions as they relate to people, process, and products.

Basic Identification

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

DIGITAL MARKETING

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.

  • Channels

    Various locations and touch points where customers can interact with the brand.

  • Audiences

    Activities and actions taken to define and target specific customer segments.

  • Context

    Circumstances and events that would comprise a customer's Master Marketing Profile.

  • Content

    Asset management and creative workflows and tools to publish and optimize digital experiences.

  • Assets

    Creation and management of digital assets enabled for best in class experiences.

  • Campaigns

    Activities and operations to manage the messaging of brand and marketing portfolios and measure performance.

  • Data

    Data collection, definition and reporting on the performance of key metrics, performance indicators, and goals.

Channels

Various locations and touch points where customers can interact with the brand.

We have a strategic plan for communicating and interacting with customers across channels and/or devices in real time.
Executive leadership and staff have communicated the strategy for marketing across multiple channels and the marketing team understands how to interact with customers in various channels and measure performance.
0%
0%
100%
We target and optimize digital content based on channel and customer interaction point.
Content is targeted and optimized based on various channel engagement and customer behaviors.
0%
0%
100%
Our online marketing spend is automatically optimized based on performance.
Rules and algorithms in place to automatically adjust marketing spend based on performance.
0%
0%
100%
Our customer experiences are consistent and contextual (personalized) across channels, including onsite and offsite.
Experiences and marketing messages are consistent and tailored based on the channel.
0%
0%
100%
We analyze and track mobile interactions as an integrated part of our marketing strategy.
Mobile web and app data is integrated with other analytics data.
0%
0%
100%
We deliver targeted content to mobile users whether in-app or on mobile website.
Content and experiences are tested and targeted on mobile devices.
0%
0%
100%
We listen to, track and react to social activities in real-time.
Social content is tracked and systems are in place to respond in real-time.
0%
0%
100%
We have an organizationally accepted attribution model used to attribute credit to marketing efforts for online and offline success events.
An attribution model is in place to help measure the contribution of each channel to overall success.
0%
0%
100%

Audiences

Activities and actions taken to define and target specific customer segments.

We have a strategic plan for identifying, managing, and communicating to our various audiences.
Executive leadership and staff have communicated the strategy for marketing to various audience segments. The marketing team understands how to interact with customers based on profile information and behavioral traits.
0%
0%
100%
Our team has the necessary skillsets to analyze and create audience segments used for targeting.
The marketing or analytics team has the experience to model and identify key profile traits and behaviors that define audience segments
0%
0%
100%
We have clearly defined and accepted segments based on customer attributes and behaviors.
Audiences and segment definitions are in place and in use.
0%
0%
100%
We use analytics data to refine and adjust segment definitions.
Analytics data is used to define and measure segment performance.
0%
0%
100%
We have the access and ability to pull and leverage targeted customer lists from ad-hoc analysis.
Tools in place have the ability to produce targeted lists that may be used by other systems for execution.
0%
0%
100%
We target marketing messages to our defined segments.
Audience segments received targeted messages.
0%
0%
100%
We use statistical modeling and data mining to identify and refine segment definitions.
The reporting and analysis of quantitative statistics that describe events or trends regarding how customer digital engagement is impacting strategic organizational goals.
0%
0%
100%
We deliver tailored content and experiences to unknown visitors based on behavioral data, look-alike modeling, or third-party data.
Statistical modeling and data mining is used to create audience definitions.
0%
0%
100%

Context

Circumstances and events that would comprise a customer's Master Marketing Profile.

We have a strategic plan for providing contextual and relevant experiences to our customers.
Digital experiences are customized based on the context of the visitor experience.
0%
0%
100%
We are able to capture, store and analyze all touch points in the customer journey.
Customer interactions across digital and non digital properties are recorded and aggregated for analysis. A customer-centric view is available for analysis.
0%
0%
100%
We have the ability to tailor an experience based on the customer's recent online behavior.
Systems are in place that allow action on recent customer behavior. Actions may be manual or automated.
0%
0%
100%
Geo-location, demographic, and other third-party data sets, are integrated with our analytics data and used as traits in the customer profile.
Third-Party data is considered in the context of the customer visit and used in the customer profile for marketing.
0%
0%
100%

Content

Asset management and creative workflows and tools to publish and optimize digital experiences.

We have sufficient resources to manage the content necessary to meet the organization's needs.
Sufficient resources are available to manage changes and content publishing.
0%
0%
100%
Our marketing group owns and develops the marketing technology strategy and defined technology road map, using assistance from IT/IS as needed.
Marketing department has the ability to control content without IT assistance.
0%
0%
100%
We track and analyze content performance to improve future digital assets.
Content performance is tracked and analyzed. Feedback is used in future content creation.
0%
0%
100%
We track video content and performance.
Online video performance is tracked and key metrics are included in web analytics platform.
0%
0%
100%
Our social content publishing is scheduled and coordinated across the various social networks and performance is included in our web analytics data.
Systems in place allow for the creation of a social campaign to be published across multiple networks. Performance and key metrics are tied back to web analytics to measure campaign ROI and performance.
0%
0%
100%

Assets

Creation and management of digital assets enabled for best in class experiences.

We have sufficient resources to create the content necessary to meet the organization's needs.
Sufficient asset quantity and quality is created as needed by marketing.
0%
0%
100%
We have a searchable central repository for digital asset management that catalogues current and historical assets.
Digital assets live in a repository that is accessible to various marketing units for use. Assets include meta data to improve organization and findability.
0%
0%
100%
Our communication with agencies during asset creation is efficient and consolidated.
Communication regarding asset creation and version history is recorded and consolidated in a central location.
0%
0%
100%
We are able to create assets and deploy once across multiple channels and devices.
Assets are deployed can adapt to platform specifications, reducing the need to create multiple versions of the same asset.
0%
0%
100%
We create sufficient assets for effective A/B testing and personalization.
Sufficient assets are created for testing and targeting.
0%
0%
100%

Campaigns

Activities and operations to manage the messaging of brand and marketing portfolios and measure performance.

We have a strategic plan for campaign development and delivery.
The goal and purpose of marketing campaigns are established and communicated to the marketing teams.
0%
0%
100%
We have sufficient resources to launch and manage campaigns, including analysis to measure campaign performance.
Sufficient resources are available through all stages of the campaign workflow.
0%
0%
100%
We have the ability to alter our campaigns quickly based on real-time performance data.
Campaign management system tracks campaign performance in real-time and allows for easy updates and changes based on performance.
0%
0%
100%
Our systems allow us to coordinate and personalize campaign delivery across multiple channels.
Campaign messaging is coordinated and consistent across channels. It is customer centric, not channel centric.
0%
0%
100%
We use an agile, iterative or test-and-learn process in the design, execution, and analysis of campaigns programs.
A process is in place that allows for campaigns to be tested and improved based on past performance.
0%
0%
100%

Data

Data collection, definition and reporting on the performance of key metrics, performance indicators, and goals.

We have a strategic plan that includes analytics in our marketing efforts and allows us to make data driven decisions.
Analytics and data are included in all marketing activities. Goals and objectives are clearly communicated and measured to promote accountability and improve performance.
0%
0%
100%
Our analytics program has executive sponsorship and support.
Executive staff has communicated the analytics strategy and provides support to enhance analysis and data driven efforts.
0%
0%
100%
We have sufficient resources to meet our analysis and reporting needs.
The organization has enough human resources to accomplish analytical objectives and fulfill requests for information or analysis.
0%
0%
100%
Our analytics staff is sufficiently trained and has the necessary skillset for our analytics and reporting needs.
The analytics team has a high level of proficiency with industry-leading marketing technologies and analysis methodologies.
0%
0%
100%
We integrate online and offline data sources to provide a single view of the customer.
Tools and systems are in place to integrate online data and offline data into a single repository or view for analysis.
0%
0%
100%
Our analytics data is readily available and used throughout the organization.
Reports and analysis are available for use and communicated across the organization.
0%
0%
100%
We have systems and processes in place to automate reporting and data distribution.
Reports and dashboards are available for distribution.
0%
0%
100%
We have data mining tools that allow us to search through large volumes of data quickly and efficiently.
Data mining tools are availible to extract insights from large quantities of data.
0%
0%
100%
Our analytics program uses statistical modeling to identify trends and predict outcomes.
Statistical modeling and data mining tools are available and used in analysis.
0%
0%
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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