Data Integration

To target effectively, you must have access to an integrated set of data points on your customers. There is so much profile, behavioral, and predictive data available; having access to a unified customer database that allows you to search for, find, and engage with your unique customers is a strong strategic advantage. The questions below assess the level to which you have access to a unified set of data that enables automated, personalized, cross-channel marketing across devices.

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How connected is your marketing data?

All of our marketing data resides in silos.

We have some of our customer data integrated but rely on significant manual manipulation and ad-hoc intervention.

We have evolved our customer data strategy and have some essential flows automated that move data in a timely fashion based on its natural refresh period.

We have established a unified customer database aggregating most data sources using a combination of automated synch and manual effort.

We've extended the known profiles of customers to include third-party data and use it to drive automated, personalized cross-channel marketing.

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[Data Integration: Known Contacts Channels]

[Data Integration: Anonymous Channels]

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Acquisition Sophistication

Customer acquisition is the set of methodologies and systems you use to manage customers, prospects, and inquiries generated by a variety of marketing techniques. The tactics and strategies you use to acquire contacts are critical to your success in retaining them. The questions below assess your current approach to customer acquisition.

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How do you define the ideal prospect to target in your acquisition efforts?

We have not defined an overall 'ideal prospect' acquisition profile.

We use brand demographic data to define our ideal acquisition profile.

We use brand demographic and past purchase behavior to define our ideal acquisition profile.

We use brand demographic, past purchase behavior, and email/web/mobile/social-based engagement data, to define our ideal acquisition profile.

We use brand demographic, past purchase data, email/web/mobile/social-based engagement, and third-party data to define our ideal acquisition profile.

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Targeting & Segmentation

Customer targeting is a building block for creating highly engaging, highly personalized experiences for your customers. By developing competencies that let you collect rich data on prospects and customers—both profile and behavioral—you are able to target the exact right customer with specific messages, through the right channels, and at the best time. The Customer Targeting questions below assess your usage of customer targeting tactics to optimize right message/right time/right channel marketing. The Customer Targeting questions below assess your usage of customer targeting tactics to optimize right-message, right-time, and right-channel marketing.

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What is your segmentation strategy for digital marketing communications?

We blast campaigns to a wide audience or list.

We create simple segments based on data points gathered during registration or the first purchase.

We create segments with profile and behavior data that is captured within our marketing solution.

We segment on marketing profile and behavior data, website visits, offline purchases, and purchase history.

We create Segments of One in near real time based on the latest data available.

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Marketing Personalization

Once you are able to target your customers in sophisticated ways, you can then focus on delivering a highly engaging, highly relevant message that is most likely to incite the desired action. Content personalization is all about having a deep understanding of your customer, and designing engaging content that taps into their unique needs and preferences. The Content Personalization questions below assess your usage of content personalization tactics to provide relevant, engaging, and timely content to your prospects and customers.

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How personalized is your marketing?

We send the same content to everyone on our list. Nothing is customized.

We use simple field merges (such as first names) based on data gathered during the sign up process.

We use simple field merges and some dynamic content to customize a single email for different audiences.

We are beginning to use Digital Body Language to personalize content on multiple channels, not just email.

We highly personalize content based on user behavior and characteristics and deliver it to targeted individuals in real time.

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Cross-Channel Messaging

Cross-channel orchestration is the act of using multiple channels—such as email, social, mobile, and display—to reach a customer right where they are, at the right time. Organizing your channels to work in harmony with one another so that you see a lift in engagement is what it means to be successful at cross-channel orchestration. The questions below assess your usage of cross-channel marketing tactics to automate and optimize customer engagement.

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Are you coordinating multiple channels in your marketing campaigns?

We only use email and are not considering adding any channels.

We sometimes coordinate two basic channels, such as email and display ads.

We sometimes manually coordinate a few channels, but it is not part of a larger cross-channel strategy.

We coordinate a few channels automatically, such as email, social, and mobile and using social sign-on to submit forms.

We fully orchestrate campaigns across all digital channels: email, mobile, SMS, display ads, web, and social.

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[Cross-Channel Orchestration: Known Contacts Channels]

[Cross-Channel Orchestration: Anonymous Channels]

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Performance Optimization & KPIs

Continuous improvement is a critical component of marketing success. Performance optimization means adopting a mentality of continuous improvement and incorporating a method of "do, analyze, learn, adjust" into your marketing team culture. When you are focused on optimizing performance, you never act and simply move on—everything is a lesson on how to optimize results in your next effort. The Performance Optimization questions below assess your organization's attitude toward performance optimization and the tactics you have implemented to move toward a culture of continuous improvement.

Marketing Key Performance Indicators, or KPIs, are a set of marketing metrics that measure your success in customer targeting, content personalization, and cross-channel orchestration. By creating a mature and optimized measurement system for monitoring your KPIs and your progress, you can continually optimize your efforts and investment, on a campaign level and beyond. The Marketing KPI questions below assess the capacity of your organization to use measurement to drive decision making and optimize results.

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What is your organization's decision-making culture regarding metrics and analytics?

We don't or only occasionally review post-deployment marketing data to analyze campaign success or failure.

We are consistent about reviewing basic metrics to help us improve our campaigns.

We focus on manually measuring marketing's attribution to sales and focus on the ROI of each activity.

We use automated metrics and analytics to make investment decisions, discover new segments, deploy messaging, and optimize our campaigns.

We consistently and automatically measure results and attribution at executive levels based on sales and profitability impact. Measurement and analytics is entrenched in our culture.

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Organizational Alignment

Delivering an optimal customer experience across all channels requires alignment of various teams throughout the organization. No one team can transform the customer experience. Those organizations that foster cross-departmental collaboration and a commitment to acting as one will see optimal customer satisfaction and engagement. The Organizational Alignment questions below assess your organization's attitude and progress toward alignment around the customer experience.

Today's marketing technology landscape is more complex than ever. Enabling highly-targeted, cross-channel marketing requires use of multiple products across multiple groups. However, it is possible to build a cohesive, integrated, and interconnected set of technology tools that improves efficiency and maximizes results. The Technology Integration questions below assess the state of your organization's integrated marketing technology ecosystem.

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How much digital expertise exists within your organization?

We do not have specific digital marketing expertise available to our marketing teams.

We have some digital marketing expertise available for limited specific digital marketing channels such as email, search, or social marketing.

We have specific digital marketing expertise available for most of the digital marketing channels we use.

We have specific digital marketing strategy, execution, and management expertise available for the digital marketing channels we use.

We have full-time, specific digital marketing strategy, execution, management, and creative expertise available for all the digital marketing channels we use.

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Lead Management

The management of leads throughout the marketing and sales process is a critical element to successful conversion from inquiry to closed sale. By aligning sales and marketing, agreeing on shared lead stage definitions, appointing accountability for the lead at each stage, and automating processes, you can optimize the lead lifecycle and drive conversion rates. The questions below assess your organization's lead management tactics and the extent to which your sales and marketing teams are aligned around lead management processes.

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What do you provide to sales to help them manage leads?

We do not provide sales with any insight. Sales and marketing functions operate in silos.

We send leads to sales and we manually communicate lead sources by campaign.

We send emails on behalf of sales representatives and push behavior and campaign data to the sales system.

We send sales visual reports about campaign activity and sales has control over what they see.

We provide sales the right level of marketing insight and tools that optimize organizational efficiency.

We are B2C marketers and lead management does not apply to our business.

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Results

Thank you for selecting your current status in our eight categories and giving us your information. Here is how you rate as a Modern Marketer. Contact us to learn more!

Out of 100:

Average out of 5:

Answer String:

Note: The following categories still have unanswered questions:

Score Summary: /100

5

Guru (81-100): Constant engagement-regardless of specific campaigns-while using all media channels. (Unified digital marketing strategy built on a unified technical stack with a repeatable process enabling orchestrated digital customer experiences.)

4

Expert (61-80): Engagement includes response to audience across channels. (Sophisticated and holistic customer centric approach to digital marketing using well defined business rules and best-practice patterns.)

3

Master (41-60): Engagement outside of specific campaigns but no response to audience feedback. (Comprehensive interconnected data framework and customer-focused lifecycle oriented strategy for digital marketing program execution.)

2

Apprentice (21-40): Engagement driven only by campaigns with no connectivity between channels. (Ad-hoc, campaign-driven approach with limited data and digital marketing system connectivity.)

1

Beginner (0-20): No comprehensive engagement plan. (Initial stage of disengaged activities in an unorganized fashion.)

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Modern Marketing Appraisal

Data Integration

Acquisition Sophistication

Targeting & Segmentation

Marketing Personalization

Cross-Channel Messaging

Performance Optimization & KPIs

Organizational Alignment

Lead Management

Results

Score Summary: /100

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