Digital Experteers ABC3 Evaluator

Name* This field is required.

First Name

Last Name

Email* This field is required.

example@example.com

Phone Number (this is not a mandatory field)

Area Code

Phone Number

Your Company Name / Brand

Are you happy for us to review your results and contact you by email?* This field is required.

YESNO

Are you happy for us to store your results and contact details, so that we can contact you, to tell you about future events, or content that we think will interest you?* This field is required.

YESNO

To what extent do your marketing objectives align with your corporate goals?

They are totally aligned

They are closely aligned

They are somewhat aligned

They are not aligned

We don’t have agreed marketing objectives

How well, would you say, do your Key Performance Indicator reports support strategic planning & stakeholder decision-making?

Very well

Well

Quite well

Not very well

Not at all

Do you have well-documented marketing objectives that cover brand strength, customer engagement and sales targets?

We have well-documented objectives covering all 3 aspects

We have documented marketing objectives that cover 2 out of 3 of these

We only have documented marketing objectives covering just one of these

We have implicit marketing objectives but they are not formally documented

We don’t have any specific marketing objectives

How often do you do customer research?

We have a continuous research programme and the results drive our strategy and tactics

We do regular customer research and this influences our marketing tactics

We do customer research at least once per year

We do ad hoc customer market research ocassionally

We don’t do any customer research

How do you segment and target your customers?

We use customer segmentation, propensity modelling & behavioural triggers to target our communications

We use two of the three methods: segmentation, propensity modelling, trigger comms

We use just one of the three methods: segmentation, propensity modelling, trigger comms

We target only using intuitive groups rather than statistically derived segments

We tend to send all communications to everyone that we can afford to send it to

Which of these statements best describes your customer database?

We have a database with a single customer view, that is compliant with data protection law (eg GDPR)

We have a database that is compliant with data protection law (eg GDPR), but we don’t have a single customer view

We have a single customer view customer database, but I don’t know if it is fully compliant with GDPR

We keep customer data and information in various formats (spreadsheets, email lists etc) which are not fully integrated

We don’t really have a customer database

Do you have a thought-out & documented customer data collection strategy?

Yes and it is reviewed as part of the strategic planning cycle

Yes, but it has not been reviewed or updated for over a year

Yes, but it has not been reviewed or updated for over 2 years

No, we collect data on an ad hoc and inconsistent basis

No, we don’t capture any customer data

Where do you get customer data from?

We capture data at every customer touch point and supplement it by buying in data from other sources

We only capture data at some of our customer touch-points

We only capture data at events and in face to face meetings

We capture data in an ad hoc way ocassionally

We don’t capture any customer data

To what extent do you gather insight to help you understand why customers buy from you rather than competitors?

We carry out regular customer research asking them about our strengths and weaknesses compared to our competitors

We carry out occasional customer research asking them about our strengths and weaknesses compared to our competitors

We seldom conduct customer research which asks them about our strengths and weaknesses compared to our competitors

We have done some customer satisfaction research, but are not able to compare to our competitors

We have never researched what our customers think about us

To what extent do you know how your customers make buying decisions?

We research this regularly and are able to articulate how and why customers buy

We have researched this once and have some idea of how and why customers buy

We have not researched this, but I feel that we know how and why customers buy, as we regularly meet with customers

We have not researched this, I rely on anecdotal evidence from my sales and customer service teams as they know our customers

We don’t understand how customers make their buying decisions

To what extent do you have a vision for your brand that is written down and clearly communicated to all of your staff?

We have this and all staff will be able to articulate our brand vision

We have this and most of our staff will be able to articulate our brand vision

We have this and some marketing staff will be able to articulate our brand vision

We have this but most of our staff would struggle to articulate it

We don’t have a brand vision

Do you have formally documented brand values that drive customer communications?

Absolutely and all marketing communications reflect this

We do, but they are not always clearly reflected in our marketing communications

We have brand values, but they are not documented

Our brand values have not been updated for a long time and they do not really reflected in our communications

We do not have a set of defined brand values

To what extent do you have and use brand guidelines in creative work?

We have brand guidelines that cover the look (logos, fonts, colours) and tone (imagery, copy) of our communications

We have brand guidelines that cover the look (logos, fonts, colours) but not tone (imagery, copy) of our communications

We have brand guidelines that cover the tone (imagery, copy) but not the look (logos, fonts, colours) of our communications

We have brand guidelines but they are not consistently used

We don’t have brand guidelines

To what extent would your customers be able to recognise that your communications are from your company?

They would instantly be able to recognise them as coming from us, even if we took our logo off them

They would probably be able to recognise them as coming from us, even if we took our logo off them

They may be able to recognise them as coming from us, even if we took our logo off them

They would recognise our logo if they saw it but that's about all

Even our customers would struggle to recognise our logo

To what extent do you have a clearly articulated brand proposition that is used for all comms?

We do and it is always used

We do and it is normally used

We do and it is occasionally used

We do but it is rarely used

I do not know what a brand proposition is

Do you use your brand proposition and adapt it to make it relevant for each customer segment?

We always adapt the brand proposition to make it relevant for each target audience

We usually adapt the brand proposition to make it relevant for each target audience

We occasionally adapt the brand proposition to make it relevant for each target audience

We rarely adapt the brand proposition to make it relevant for each target audience

We never adapt the brand proposition to make it relevant for each target audience

How would you describe your media strategy?

We have a media strategy, where we understand the role of each communications channel and how to combine them for maximum effect

We have a media strategy, where we understand the role of each communications channel, but not how best to combine them

We have an annual communications plan and budget, which is a list of activities rather than a strategy

We don’t have a media strategy, we use media on an ad hoc basis

How would you describe your content strategy?

We have a content strategy with a content calendar that uses a combination of comms channels that is tailored for different audiences

We have a content strategy that uses a combination of comms channels for different audiences

We develop content regularly for different channels, but there is no formal content plan

We do not create content very often, so there is no need for a plan

How would you describe your targeting strategy?

We have a targeting strategy, where we know our objectives, proposition and budget for each customer segment

We have a targeting plan, where we know who we will target and how much we will spend on each customer segment

We don’t have a formal targeting plan, but we do target different activities at specific audiences

We send all communications to everyone that we can afford to send them to

Do you use a mix of on and off line media in all communication campaigns?

We always use all online (digital) and off line (traditional) comms channels for every campaign

We use whichever combination of online (digital) and off line (traditional) comms channels is most appropriate for that campaign

We only use off line media (eg events, press ads, direct mail, telemarketing)

We only use digital media (eg web site, email, social media, search, mobile marketing)

We don’t do any marketing communications

Is your sales and marketing process completely aligned, and are all leads followed up and tracked?

We are in total alignment, we have shared goals, regular communication and all opportunities are followed up by sales

We are pretty aligned, we have shared goals, regular communication and most opportunities are followed up by sales

We are in somewhat aligned, we know each other's goals, we talk to each other and some opportunities are followed up by sales

We tend to work independently with sales, but we do communicate from time to time

We rarely talk to our sales teams

Do you use these channels to drive sales to new customers?

We use a combination of paid ads, Google search, PR and influencing influencers

We use 3 out of paid ads, Google search, PR and influencing influencers

We use 2 out of paid ads, Google search, PR and influencing influencers

We use 1 out of paid ads, Google search, PR and influencing influencers

We use none out of paid ads, Google search, PR and influencing influencers

Do you use these channels for customer engagement?

We use a combination of social media, email marketing, events, mobile marketing and face to face meetings

We use 3 or 4 of social media, email marketing, events, mobile marketing and face to face meetings

We use 2 of social media, email marketing, events, mobile marketing and face to face meetings

We use 1 of social media, email marketing, events, mobile marketing and face to face meetings

We use none of social media, email marketing, events, mobile marketing and face to face meetings

Do you have a clearly articulated data strategy with all of the resources you need?

Yes we have a clearly articulated data strategy with the tools, skills, budgets and people that we need?

Yes we have a clearly articulated data strategy but lack some of the tools, skills, budgets and people that we need?

We do not have a clearly articulated data strategy, but we have most of the tools, skills, budgets and people that we need?

We have some data tools, skills, people and budget, but we need more

We have insufficient resources to execute our data plan

Do you have full campaign measurement capability?

Yes, we measure all activities and can draw clear conclusions from our reports that drive our activity

Yes, we measure all activities and can draw some conclusions from most of our activity our activity

We cannot measure everything, but we do try to test activity and learn where we can

We have simple metrics for some comms channels, but we find it hard to draw conclusions from them

We do not measure any of our activity

Do you have sufficient analytics resource to support the information needs of key stakeholders in their strategic and tactical planning & in their day-to-day decision-making?

Yes, we have sufficient resource to do all of the analysis we need

We have enough to measure our marketing and analyse results but we could do with more resource

We manage to prioritise tasks, so the most important analytics tasks gets done on time

We have nowhere near enough resource to do what we would like to do

We do not have access to analytical expertise