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5 - Data Driven (Database)
Marketing Assessment
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Take the database
marketing proficiency assessment to see how well your organization is doing
in developing and executing its database marketing communications plans,
programs and activities. The assessment addresses key aspects of data
driven marketing. It will help you determine the current state of your data
driven marketing planning, practices and processes. Your answers will
indicate specific areas where you may benefit from improvements. And, it will
also help guide your decisions about your future marketing needs and
investments. You will be given a score upon completion which you will find at
the bottom.
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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
assessment by clicking the print button at the bottom of the assessment.
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Scoring System
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Answer --------------- Points
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Not Applicable (NA) ----------
0
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Strongly Disagree ----------
1
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Disagree ----------
2
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Somewhat Agree ----------
3
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Agree ---------- 4
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Strongly Agree ----------
5
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1)
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We make very effective use of
database marketing processes and practices.
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2)
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We use database marketing to
generate personalized marketing communications to promote our products
(services).
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3)
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We have a centralized marketing
database that provides one source of information for marketing, sales and
service.
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4)
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We use statistical techniques to
develop models of customer behavior.
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5)
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We're able to interact with our
customers and prospects on an individual basis.
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6)
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We use predictive models to
drive campaigns.
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7)
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We maintain data tables that
identify the different types of campaigns and frequency of the
campaigns.
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8)
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We can produce triggered
messages to customers and prospects through the year based on data we
maintain on these consumers.
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9)
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We are satisfied with our
ability to capture and maintain data on customers and prospects in our
database.
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10)
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Based on data, we are able to
test offers, creative, etc. to our customers and prospects.
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11)
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All of our customers are
maintained in our marketing database.
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12)
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Prospects are included in our
marketing database.
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13)
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We track all source data for
customers and prospects.
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14)
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The customer and prospect
address data is regularly cleansed and updated.
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15)
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We collect online data from all
web activity.
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16)
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We append firmographics or
demographics to customers or prospects in our database.
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17)
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Our partners and/or vendors
supply us with data that we overlay on our customer and / or prospects
database.
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18)
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We maintain data schemas, data
dictionaries for the different data sources.
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19)
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We leverage data for use in
retention and acquisition programs.
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20)
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Data is frequency updated.
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21)
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We are satisfied with the
quality of our marketing data.
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22)
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We track complete transaction
history by customer by source.
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23)
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We have experienced and
knowledgeable in-house database marketing analysts.
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24)
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Our analysts spend the majority
of their time analyzing data rather than manipulating it prior to
analysis.
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25)
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Our marketing analysts creates
scoring models which are applied to our customer data to predict customer
behavior.
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26)
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Our analytics group create data
fields, such as model scores that are added to the marketing database.
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27)
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We do an excellent job of
tracking and measuring the results of all of our marketing programs and
activities.
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28)
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Standard campaign reports are
produced for acquisition, renewal and retention campaigns on a regular
basis.
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29)
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We have a group of standard
metrics that are being reported on regularly.
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30)
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Our reporting system produces
timely analysis of campaigns.
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31)
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Standardized metrics and
measurements are reported to management in a dashboard format.
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32)
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We examine the return on
investment for campaigns.
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33)
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We have models which are
routinely used to score prospect lists.
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34)
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We have retention, renewal and
acquisition models
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35)
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Customer profiles have been done
to understand the different customer segments
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36)
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We code our customer list by
recency, frequency, and monetary value of purchases.
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37)
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We segment our customers and
prospects in our marketing database.
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38)
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We share the results of analyses
from renewal, reactivation and acquisition between departments.
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39)
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We augment our marketing
database with information to enhance, authenticate, and / or supplement our
marketing database.
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40)
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We regularly scrub the database
for erroneous or outdated information.
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41)
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We collect multi-channel
information to build customer profiles.
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42)
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We carefully deduplicate
customers and prospects in our database.
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43)
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We consolidate our prospect and
customer data in one marketing database.
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44)
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We have done life time value
analysis on our customers by segment and sub-segment.
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45)
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We overlay and maintain
demographic, psychographic (lifestyle) data on our customers.
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46)
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We overlay and maintain
firmographic, industry, buying characteristics, and other data on our
business customers.
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47)
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We overlay and maintain
demographic, psychographic (lifestyle) data on our consumer prospects.
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48)
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We overlay and maintain
firmographic, industry, buying characteristics, and other data on our
business prospects.
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a
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Total Points Scored
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Total Possible Points
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Percentage Score
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a
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Grade
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© 2017 DWS Associates.
All Rights Reserved.
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