Quiz 5 - Database (Data-Driven) Marketing  
     
  Take the database marketing proficiency quiz to see how well your organization is doing in developing and executing its database marketing communications plans, programs and activities. 
     
  Select your level of agreement with the statements below made regarding marketing processes and practices in your organization.  If the statement does not apply to your industry or business model, select "0" which is the default value from the drop down list, so that it is not counted in your overall score.  There is a reset button at the bottom of the quiz.   It will clear all of your answers.  You can also print a copy of this quiz by clicking the print button at the bottom of the quiz.
       
  Scoring System            
     
  Answer --------------- Points  
     
  Not Applicable (NA) ----------  0       
  Strongly Disagree ----------  1       
  Disagree ----------  2       
  Somewhat Agree ----------  3       
  Agree ----------  4       
  Strongly Agree ----------  5       
     
1) We make very effective use of database marketing processes and practices.
2) We use database marketing to generate personalized marketing communications to promote our products (services).
3) We have a centralized marketing database that provides one source of information for marketing, sales and service.
4) We use statistical techniques to develop models of customer behavior.
5) We're able to interact with our customers and prospects on an individual basis.
6) We use predictive models to drive campaigns.
7) We maintain data tables that identify the different types of campaigns and frequency of the campaigns.
8) We can produce triggered messages to customers and prospects through the year based on data we maintain on these consumers.
9) We are satisfied with our ability to capture and maintain data on customers and prospects in our database.
10) Based on data, we are able to test offers, creative, etc. to our customers and prospects.
11) All of our customers are maintained in our marketing database.
12) Prospects are included in our marketing database.
13) We track all source data for customers and prospects. 
14) The customer and prospect address data is regularly cleansed and updated.
15) We collect online data from all web activity.
16) We append firmographics or demographics to customers or prospects in our database.
17) Our partners and/or vendors supply us with data that we overlay on our customer and / or prospects database.
18) We maintain data schemas, data dictionaries for the different data sources.
19) We leverage data for use in retention and acquisition programs.
20) Data is frequency updated.
21) We are satisfied with the quality of our marketing data.
22) We track complete transaction history by customer by source.
23) We have experienced and knowledgeable in-house database marketing analysts.
24) Our analysts spend the majority of their time analyzing data rather than manipulating it prior to analysis.
25) Our marketing analysts creates scoring models which are applied to our customer data to predict customer behavior.
26) Our analytics group create data fields, such as model scores that are added to the marketing database.
27) We do an excellent job of tracking and measuring the results of all of our marketing programs and activities.
28) Standard campaign reports are produced for acquisition, renewal and retention campaigns on a regular basis.
29) We have a group of standard metrics that are being reported on regularly.
30) Our reporting system produces timely analysis of campaigns.
31) Standardized metrics and measurements are reported to management in a dashboard format.
32) We examine the return on investment for campaigns.
33) We have models which are routinely used to score prospect lists.
34) We have retention, renewal and acquisition models
35) Customer profiles have been done to understand the different customer segments
36) We code our customer list by recency, frequency, and monetary value of purchases.
37) We segment our customers and prospects in our marketing database.
38) We share the results of analyses from renewal, reactivation and acquisition between departments.
39) We augment our marketing database with information to enhance, authenticate, and / or supplement our marketing database.
40) We regularly scrub the database for erroneous or outdated information.
41) We collect multi-channel information to build customer profiles.
42) We carefully deduplicate customers and prospects in our database.
43) We consolidate our prospect and customer data in one marketing database.
44) We have done life time value analysis on our customers by segment and sub-segment.
45) We overlay and maintain demographic, psychographic (lifestyle) data on our customers.
46) We overlay and maintain firmographic, industry, buying characteristics, and other data on our business customers.
47) We overlay and maintain demographic, psychographic (lifestyle) data on our consumer prospects.
48) We overlay and maintain firmographic, industry, buying characteristics, and other data on our business prospects.
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  Total Points Scored
  Total Possible Points
  Percentage Score
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  Grade
 
 
   
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