Most organizations in the nascent stage “use” analytics on a very basic level, their data quality is questionable, and their team has a limited view of what is actually driving performance.
Here are some things to evaluate your organization against in the nascent stage:
- Does your organization understand how to use analytics or see the value in its current analytics platform?
- Are your marketing campaigns executed using mainly external data? Is there no connection with your analytics?
- Is your team having issues with data collection? Is your CRM matching up with your analytics platform?
- Does your team understand your customers’ path-to-purchase funnel?
Ready to move your organization to the emerging stage of digital analytics maturity? Contact the team at InfoTrust for help.
Most organizations in the emerging stage understand the importance of analytics to their business, but currently rely heavily on third-party data. Their analysis and reporting is often very siloed.
Here are some things to evaluate your organization against in the emerging stage:
- Does your organization use some owned data in your programmatic media buying—but also a lot of third-party data?
- Do you mostly evaluate and optimize your marketing campaigns in isolation? (But are still actively testing.)
- Are your analytics connected to your marketing campaigns at a base level? Even so, do you still want more integration?
- Are you adding resources to focus your team and help them understand the importance of analytics to your business?
Ready to move your organization to the connected stage of digital analytics maturity? Contact the team at InfoTrust for help.
Most organizations in the connected stage have a single point of view of their customer. This allows them to understand media effectiveness and develop personalized campaigns. However, they may still be evaluating on a campaign level.
Here are some things to evaluate your organization against in the connected stage:
- Do you have a single point of view of your customer that allows you to understand media effectiveness and profitability?
- Are your online, offline, and third-party data sources well-connected in one enterprise analytics system?
- Is your CRM integration complete? Are you confident that your data is at least 95% accurate?
- Are you utilizing cloud for a data warehouse? If so, is it still isolated from everything else you’re doing?
Ready to move your organization to the multi-moment stage of digital analytics maturity? Contact the team at InfoTrust for help.
Most organizations in the multi-moment stage can confidently call themselves an “analytics machine,” with media being optimized by individual outcomes or transactions. These organizations are often using BigQuery for predictive modeling, revenue forecasting, and customer lifetime value.
Here are some things to evaluate your organization against in the multi-moment stage:
- Is your organization a “marketing machine” with dynamic execution across multiple channels, optimized towards individual customer business outcomes and transactions?
- Is all of your marketing and customer data in Google Cloud, and is your product correlations analysis (etc.) using raw data inside Google Cloud?
- Are you actively running predictive modeling and forecasting for your business to drive profitability?
- Are you utilizing a customer lifetime value model?
Need help furthering your organization’s analytics capabilities? Contact the team at InfoTrust for help.
