Understanding Your Level of Data Maturity

A key component of determining your marketing maturity level is to additionally understand where you fall according to the Universal Data Maturity Model.

Predict :

Use signals from data to anticipate

Optimize :

Strategy spans customer journey, UCP data available to each channel

Activate :

Data activated cross-channel, single view of customer/unified customer profile

Understand :

Data unified, data supply chain including BI, Analytics, etc.

Protect :

Data governance in place, control over what data is collected and where it is sent

Define :

Data management mapped, vendor tags launched, integrations defined, data dictionary etc..

Data Maturity Questions

Rate the following on a scale of 1 to 5, where 1 is “I do not agree” and 5 is “I highly agree”

We can track performance across channels and provide predictive analytics to determine future needs

Marketing metrics are tracked in real-time and correlated with business results to enable campaign optimization

We use data to develop high value customer experiences

We have a mature process to capture and report on transactional and demographic data

Marketing metrics are established in advance based on previous campaign performance or competitive intelligence

We have the ability to optimize campaigns in real time and have well-defined data ownership policies

We inform strategic growth options with the intelligence we create from our data collection

We’ve achieved business advantage through our custom models and algorithms

Continually updated data records feed an analytics engine

We have a sophisticated team of analytics professionals

We have real time data integration to support marketing initiatives

Assess Your Rankings

Note your total scores below:

Marketing

Score Range

Maturity Segment

Characteristic Behavior

51-60

Predict

Use signals from data to anticipate

46-67

Differentiators

Strategy spans customer journey

24-45

Collaborators

Single & unified view of customer profile

1-23

Skeptics

Investing in skills and infrastructure

11-20

Protect

Data governance in place, control over what data is collected and where sent

1-10

Define

Mapped data management process