Do you have your analytics tool connected to your advertising tools?
- A
I don't.
- B
I have only linked the advertising tools to the analytics data that are built-in (ie native).
- C
I create audiences in my analytics tool or CRM and then import them manually into the advertising systems.
- D
I create audiences in my analytics tool or CRM and import them automatically into the advertising systems.
How do you evaluate the impact of marketing activities/campaigns?
- A
I do not use a dedicated analytics tool to evaluate the impact of marketing activities. I only look at the CRM or accounting system.
- B
I personally look into the analytics tool and use the insights that are built-in to the analytics tool, i.e. I evaluate the channels separately.
- C
My specialists or analytics team have created reports that get automated data from each tool and I look at that data regularly.
- D
I have a custom report that reflects the marketing communications mix and am able to see the contribution of each channel (AOV, ROPO, CLV, etc.)
Who promotes the data-driven approach most in your company?
- A
Employees/specialists
- B
Middle management
- C
CMO / CSO
- D
CEO
Do you have Google Consent Mode implemented?
- A
I don't know what that is.
- B
No.
- C
Yes, but there are some gaps/problems with it.
- D
Yes, everything works as it should.
What is the structure of the team in charge of marketing technology in your company?
- A
We have internal people for both data and advertising systems.
- B
We outsource the data people and have internal people for the advertising systems.
- C
We outsource people for advertising systems and have internal people for data.
- D
We outsource both things.
If you are implementing new functionalities, are analytics part of the Definition Of Done?
Do you use any of the following functions within Google Ads - Enhanced Conversion for Web, Enhanced Conversion for Lead, Value-Based Bidding?
- A
I don't know what it is and what it would be good for.
- B
I don't use them.
- C
Yes, but we only use some of it because of our business model.
- D
Yes, we use all the functionalities.
How does your organization combine/evaluate data from advertising systems?
- A
We evaluate the data separately, i.e. on a per ad system basis.
- B
We evaluate online and offline data separately.
- C
We have a connected online and offline world and evaluate campaigns in one place from these channels.
- D
We have created a Data Management Platform in which we have data from the online and offline worlds as well as contextual data - user data, transaction data, margin data, etc.
What metrics do you use to evaluate the performance of advertising systems or the success of a campaign?
How do you import custom audiences into your advertising systems?
Is your organization prepared for the end of third party cookies?
- A
We are not ready for it.
- B
Yes, but we only have a data strategy in place.
- C
Yes, but we only have a marketing strategy in place.
- D
Yes, we have a marketing and data strategy in place.
Do you use a programmatic method as part of your marketing mix?
What is the most common audience type for the advertising systems you use?
- A
We create them according to personas that we have defined internally.
- B
We use data from pixels and measurement tools.
- C
We create our audiences based on the data we have in our internal systems.
- D
We create audiences based on interests or keywords that are available in advertising systems.
Do you have different views in your reports according to user type (regular customers, new customers, etc.)?
How do you report data on a company-wide level?
- A
We don't have uniform reporting. Each specialist evaluates the data on his own and on his own axis.
- B
We use Excel.
- C
We use native interface.
- D
We have a visualization tool (Looker Studio, Power BI, Tableau, etc.).
Where do you maintain your data for reporting?
- A
Excel
- B
CRM
- C
0n-premise
- D
Cloud
Do you evaluate the user journey?
- A
I don't know what that means
- B
No
- C
Yes, but we just evaluate it once.
- D
Yes, we have a standardized and automated process for this.
Do you have clearly defined KPIs that you track on a daily basis?
Do you feel that the current reporting you have in the company reflects the needs of everyone in the company?
- A
Reporting does not cover the needs.
- B
Reporting covers the needs of only a portion of the firm.
- C
Reporting covers the needs of everyone in the company.
