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 Multi-moment

Here's how you get there:

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

  Use additional data signals such as time of day or user location in your audience segmentation to create ads that are even more relevant.

  
  

• Tailor the user experience of your assets

  Expand tailoring your website to include data signals from internal systems like your CRM or loyalty programme.

  
  

• Maximise the impact of your creative tests

  Share the results of your tests widely, for example with non-digital teams. Establish a feedback loop so all teams can learn from each other.

  
  

• 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 entire user experience

  Consider these best practices and implement those where you still have gaps. Use current mobile techniques such as progressive web apps or single sign-on. Create links between your mobile assets and non-digital touchpoints, like stores or call centres.

  
  Mobile UX best practices

• Improve collaboration of teams that are responsible for creatives

  Enable media and creative teams to work hand-in-hand and to use collaborative tools. Establish connections between digital and non-digital 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.

  
  

You could be Multi-moment

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 and non-digital channels to build meaningful audience segments. Update these segments automatically, based on a set of rules that you actively maintain.

  
  

• Leverage insights from the entire company

  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. Consider feeding in other types of data, for example, sales data.

  
  

• 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. Connect tools with each other. Leverage machine learning technology 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.