Tim Clone of XPON-DATA MATURITY SURVEY-V2

1. Which statement describes your organisation's team setup?

Not sure / Not applicable.Primarily siloed teams, split by departments.Key functions working together, though IT remains separate.Regular cross-functional teaming, including IT.Agile teaming and experimentation part of BAU.

2. With the deprecation of 3rd party cookies, does your organisation have a strategy for actively growing your 1st party data pool?

We do not have a strategy for actively growing our 1st party data pool.We aim to grow our 1st party data pool.We have a strategy for actively growing and maintaining our privacy-compliant 1st party data pool.

3. What paid advertising channels does your organisation leverage for brand awareness and customer acquisition?

We don't do any paid advertisingWe advertise across one of the following channels - Search, Display and SocialWe advertise across two of the following channels - Search, Display and SocialWe advertise across all three of the following channels - Search, Display and SocialWe advertise across all channels and buy programmatically across multiple networks.

4. What sources of insights do you use to build your audiences for display and video campaigns?

Not sure / Not applicable.We rely mostly on data provided by platforms we advertise on.We use data from the platforms we advertise on and 1st party data (our own data) we capture within each channel.We use data from advertising platforms and 1st party data we capture within this channel and from other channels.We use data from the platforms we advertise on and 1st party data, creating a comprehensive source of insights that cover both online and offline behaviour.

5. A modern automated customer experience relies on data moving freely between platforms and channels. How is data connected within your organisation?

Not sure.Data siloed based on channel.Online data connected (e.g. Ad Server, DSP, Web Analytics).Online and offline data connected (e.g. direct mail systems linked to systems that manage 1st party digital data).Online and offline data connected and managed by a Data Management Platform.

6. How do you segment your audience?

We don't segment our audience.We segment based on socio-demographic data (e.g. age, gender, finances)We segment into defined personas (based on behaviours or interests).Automated segmentation based on privacy-compliant advanced analytics using Machine Learning and Artificial Intelligence.

7. Which statement is most true of your organisation's digital tracking?

Not sure / Not applicable.We have privacy-compliant digital tracking and tagging in some channels.We have various types of privacy-compliant digital tracking and tagging in place across all channels.We have unified privacy-compliant digital tracking and tagging across all channels, including important website events.We have unified privacy-compliant digital tracking using container tags across all websites, apps and campaigns. Major offline events are stitched to inform and enhance online tracking.

8. How does your organisation measure attribution spend?

Not sure.We don't measure attribution spend.Single touchpoint (e.g. last touchpoint).Multi-touchpoint.Data-driven attribution.

9. How connected are your various communication channels?

Not sure / Not applicable.Run largely independently by channel (e.g. display, search, social, email etc.)Coordinated across online channels without shared timeline.Coordinated across online channels with shared timeline.Coordinated across online and offline channels with shared timeline.

10. Does your organisation utilise any customisation/personalisation methods to optimise the digital experience in your owned channels? (e.g. website, native app, web app)?

No use of site and/or app customisation.Basic site and/or app customisation based on a few customer segments (e.g. new and signed-in users).Advanced site and/or app customisation using always-on testing that is based on historical data and real-time predictive modelling (e.g. item recommendation). Primarily using online data.Advanced site and app customisation using always-on testing that is based on historical data and real-time predictive modelling (e.g. item recommendation). Using online and offline data (e.g. system or retail loyalty programmes).

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Thanks so much for sharing.
Based on your results, your organisation is: Limited
Based on your results, your organisation is: Reactive
Based on your results, your organisation is: Integrated
Based on your results, your organisation is: Customer-centric
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