You could be Connected

Here's how you get there:

• Measure the true value of your marketing activities

  Move to an attribution model that fits your particular business. Use metrics that show value beyond revenue, for example, incremental revenue or profit.

  
  

• Capture marketing performance data comprehensively

  Create a single source of truth for marketing performance and establish a shared understanding of success metrics - across all device types and across all digital touchpoints.

  
  

• Expand your measurement capabilities

  Add measurement methodologies to your suite of capabilities to optimise creative impact or the performance of individual channels. Increase the frequency of running tests and use the data to optimise campaigns.

  
  

• Build your teams’ skills in web analytics

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

  
  Analytics Academy

You could be Connected

Here's how you get there:

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

  Refine the segmentation of your users into different audiences and create ads that match their characteristics.

  
  

• Tailor the user experience of your assets

  Expand tailoring your website beyond basic personalisation, for example, create tailored experiences for more of your audience segments or use real-time predictive modelling to suggest products.

  
  

• Expand your creative testing capabilities

  Add more methods such as multivariate tests or consumer surveys to your testing suite.

  
  

• Improve the speed of your mobile assets

  Take the mobile speed test and get recommendations to implement right away.

  
  Mobile speed test

• Remove friction from the user experience of your mobile assets

  Consider these best practices and implement those where you still have gaps.

  
  Mobile UX best practices

• Improve collaboration of teams that are responsible for creatives

  Consider establishing timelines that are shared between media and creative teams. Explore using the same toolset, for example, for managing creative projects. Encourage best practice sharing across these teams.

  
  

You could be Connected

Here's how you get there:

• Extend your reach and optimise performance

  Extend your keyword lists to capture relevant queries related to all your products, your product category, your brand and other relevant areas. Buy a larger percentage of video and display media using programmatic buying methods, such as open auction or programmatic direct. Optimise performance across digital channels.

  
  

• Ensure quality control

  Monitor brand safety, viewability, ad quality and keyword performance in your campaigns. Use the results to optimise your bidding strategy, your media buys and your budget allocation.

  
  

• Increase the variety of ad formats

  Use specialised formats, such as shopping ads on search, native ads and mobile app formats.

  
  

You could be Connected

Here's how you get there:

• Use more signals to reach your audience

  In addition to 3rd party data, use 1st party data across different digital channels to decide which users you want to reach online. Use that data to create additional audience segments and update this segmentation while campaigns are running.

  
  

• Leverage insights across digital and non-digital channels

  Share insights you gain in 1 channel, for example linear TV, to improve how you reach your audience in another channel, for example online video.

  
  

• Find additional opportunities to reach users

  Cover all parts of the marketing funnel, starting from creating awareness, to building consideration, to driving purchases and, finally, repeat purchasing.as they become available.

  
  

• Enhance segmentation capabilities

  Extend your proficiency in using tools that allow you to capture and analyse user insights, for example, a CRM system or Data Management Platform.

  
  

You could be Multi-moment

Here's how you get there:

• Leverage technology

  Expand your use of tools that make setting up and managing campaigns more efficient, for example use an ad server beyond static creatives, use your Demand Side Platform (DSP) for more of your media buys and increase your use of platform APIs to include setup, maintenance, reporting and optimisation.

  
  

• Automate high volume tasks

  Move to fully automated bidding which considers a variety of signals, including cross-device behaviour and insights from data-driven attribution models. Continue to explore new features that can automate targeting decisions.

  
  

• Automate assets that have many variables

  Use dynamic feeds, behavioural signals from your website as well as cross-channel behavioural signals to automatically find the best-performing variation of your creative. 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.