Digital Marketing Analytics Capability Assessment Tool

1. Organisational approach to digital marketing analytics*

How data-driven is the organisation?

Passive

• Absence of data-driven culture
• No digital marketing analytics software set up

Initiated

•	Organisation leaders ask critical business questions (e.g. how much are marketing efforts contributing to the bottom line) and expect findings to be reported by the marketing team
•	Digital marketing analytics software (e.g. Google Analytics, Adobe Analytics, Tableau, etc.) is set up

Enabled

• Measurement plan: Key business objectives are tied to marketing KPIs and metrics for tracking and measuring of marketing performance
Optimised

• Key findings and insights from marketing analysis are reported to organisation leaders, making key business decision driven from data
Ideal

• Data-driven culture across all functions within the organisation

• Ongoing and efficient adoption of new technological advancements and trends

2. Digital marketing analytics technological capability*

How resilient and adaptable is the organisation to technological advancements?

Passive

• No systems and processes in place
Initiated

• Some adoption of new technology (e.g. transitioning from Javascript-based tracking to Google Tag Manager)

• Lack of IT specialists readily available
Enabled

• Moderately quick to respond to changes (e.g. Universal Analytics to Google Analytics 4)

• Access to outsourced IT specialists
Optimised

• New technological enhancements are implemented every now and then (e.g. heatmap tracking, video recording of user sessions, etc.)

• IT specialists readily available in house
Ideal

• Change is constant and transition towards new technological advancements is highly efficient and seamless

3. Digital marketing analytics configurations setup*

Is data collection flowing in accurately? Are all tracking and measurement (e.g. goals and events) set up correctly?

Passive

• No configurations set up
Initiated

• Tracking codes are set up and working

• PDPA regulations adhered to (e.g. cookie data policy, privacy policy, etc.)
Enabled

• Basic configurations set up and working (e.g. view filters, deduplication, etc.)

• Basic tracking set up (e.g. event tracking)
Optimised

• Advanced configurations set up and working (e.g. custom dimensions and metrics)

• Advanced tracking set up (e.g. cross-domain tracking)
Ideal

• Cross-platform integrations (e.g. offline to online and online to offline)

4. Digital marketing analytics reporting*

How frequent is data being analysed and reported? How detailed are the reports and dashboards?

Passive

• No reports set up
Initiated

• Basic reports analysed (e.g. Google Analytics Audience, Behaviour, Acquisition Overview reports)

• No fixed reporting schedule

Enabled

•	Scheduled reporting on a regular basis
•	Customised dashboards (e.g. Google Analytics Custom Dashboards, Google Data Studio)
•	Advanced reports analysed (e.g. attribution model comparison tool, top conversion paths, etc.)

Optimised

• More frequent scheduled reporting (e.g. on a daily to weekly basis instead of a monthly basis)
Ideal

• Integrated dashboards and reporting across different digital marketing analytics platforms

5. Translating data into actionable insights*

How thorough and insightful are the actionable recommendations?

Passive

• No actionable insights produced
Initiated

• Basic recommendations provided such as page-level improvements (e.g. how to reduce bounce rates)
Enabled

• Parts of the customer journey across multiple channels and touchpoints taken into account (e.g. how to increase repeat visits)
Optimised

• Design thinking and UI/UX principles applied

• ROI-driven insights e.g. (which channels and campaigns should be prioritised for marketing investment)
Ideal

• Consistent upward trend in optimisation versus return on investment reports

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Digital Marketing Analytics Capability Assessment Tool

Answer 5 questions to measure your digital marketing analytics capabilities.

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Thank you for taking the Digital Marketing Analytics Capabilities Assessment Tool

Thank you for taking the Digital Marketing Analytics Capabilities Assessment Tool

Thank you for taking the Digital Marketing Analytics Capabilities Assessment Tool

Thank you for taking the Digital Marketing Analytics Capabilities Assessment Tool

Thank you for taking the Digital Marketing Analytics Capabilities Assessment Tool

1. Organisational approach to digital marketing analytics

2. Digital marketing analytics technological capability

3. Digital marketing analytics configurations setup

4. Digital marketing analytics reporting

5. Translating data into actionable insights

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•	Data-driven culture across all functions within the organisation
•	Ongoing and efficient adoption of new technological advancements and trends

•	Some adoption of new technology (e.g. transitioning from Javascript-based tracking to Google Tag Manager)
•	Lack of IT specialists readily available

•	Moderately quick to respond to changes (e.g. Universal Analytics to Google Analytics 4)
•	Access to outsourced IT specialists

•	New technological enhancements are implemented every now and then (e.g. heatmap tracking, video recording of user sessions, etc.)
•	IT specialists readily available in house