Congratulations, you're in the top group for data maturity

Here's how to get even better:

• Measure the true value of your marketing activities

  Continue to fine-tune your data-driven attribution model and leverage proprietary insights, data sources and machine learning capabilities. Determine the value of new user interactions, for example, a new feature in your app or added service provided in-store or through a call centre. Feed this value into your measurement models.

• Capture marketing performance data comprehensively

  Add emerging campaign types or activities in new channels, such as a social media platform, to your single source of truth for marketing performance.

• Expand your measurement capabilities

  Establish and iterate on a robust and shared process for your different measurement methodologies to optimise all aspects of digital marketing, including budget allocation, creative impact or the performance of individual channels.

• Build your teams’ skills in web analytics

  Ask relevant people to take the advanced courses of the Analytics Academy.

  Analytics Academy

Congratulations, you're in the top group for data maturity

Here's how to get even better:

• Improve the relevance of your ads for different types of users

  Keep up to date with the latest research and industry best practices to find new ways of increasing the relevance of your ads.

• Tailor the user experience of your assets

  Continue to invest in tailoring your website to the expectations of different audiences. Leverage new data signals as they become available, for example, from emerging device types or internal tools.as they become available

• Maximise the impact of your creative tests

  Continue to share the results of your tests widely and build a robust data set of creative performance. Iterate feedback and sharing processes to ensure continued improvement off your creatives

• Continue to invest in the speed of your mobile assets

  Every fraction of a second counts. Take the mobile speed test regularly to identify areas of improvement.

  Mobile speed test

• Review the entire user experience to identify friction points

  Keep up to date with emerging trends in UX and web technologies. Explore further possibilities to improve the user experience as people move between digital touchpoints and between digital and non-digital touchpoints.

• Improve collaboration of teams that are responsible for creatives

  Connect teams who are responsible for your creatives with newly hired specialists or teams.

You could be Multi-moment

Here's how you get there:

• Extend your reach and optimise performance

  In addition to your extensive keyword list, use automated features that capture unpredictable demand, for example, search queries generated by current events. Increase the percentage of video and display media you buy programmatically and consider additional deal types such as preferred or guaranteed. Consider buying some of your non-digital media programmatically.

• Ensure quality control

  Monitor brand safety, viewability, ad quality and keyword performance in your campaigns. Feed the results directly into your algorithms that optimise bidding, your media buys and your budget allocation. Actively engage with ecosystem partners to prevent future issues.

• Increase the variety of ad formats

  Use digital TV and digital out-of-home formats.

Congratulations, you're in the top group for data maturity

Here's how to get even better:

• Update the types of signals you use to reach your audience

  Consider new signals as they become available to build your audience segments. Continue to update these segments based on the value they deliver to your business.

• Leverage insights from the entire company

  Assess if insights from new marketing channels, device types, ad formats and business systems can be used to improve how you reach users.

• Enhance segmentation capabilities

  Stay close to developments in the tool landscape and explore opportunities related to improving the actionability of insights. For example, check if insights gained in 1 tool, like your Data Management Platform, could be used in another tool, like the 1 where you build and run your campaigns. Leverage emerging machine learning technology to improve your audience segmentation.

Congratulations, you're in the top group for data maturity

Here's how to get even better:

• Stay on top of new technology

  Stay close to new platform features that make setting up and managing campaigns more efficient, for example, start buying media on new channels or platforms to go through your Demand Side Platform (DSP) as soon as it’s feasible. Leverage new features of platform APIs to automate more tasks in campaign setup, maintenance, reporting and optimisation.

• Automate high volume tasks

  Actively look for repetitive tasks that could be automated and identify tasks that are already automated but may benefit from more data inputs, for example, if your bids are already being set automatically, integrate additional relevant data signals as they become available.

• Automate assets that have many variables

  Pay attention to new data signals that may help to improve the algorithms in your creative optimisation technology. Aim for a high percentage of automated creative optimisation.

You could be Multi-moment

Here's how you get there:

• Expand specialist resources

  Increase the number of specialists for specific digital marketing channels, for data science and measurement technologies.

• Increase coordination and collaboration

  Investigate if data-driven marketing could be sponsored by a more senior person, for example by the CEO. Coordinate and agree on marketing objectives across digital and non-digital channels. Link your marketing objectives to business results. Improve processes that enable day-to-day collaboration across teams, functions and between your organisation and all relevant ecosystem partners.

• Improve partner management and ways of working

  Improve collaboration between all relevant agencies and from virtual campaign teams. Increase your ability to work in agile ways, for example, devote more budget to running experiments and refine processes around best practice sharing across functions, brands, departments and regions.