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Equinet Academy > Digital Marketing Analytics Capability Assessment Tool

Digital Marketing Analytics Capability Assessment Tool

Answer 5 questions to measure your digital marketing analytics capabilities.

Step 1 of 2

50%

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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Thank you for taking the Digital Marketing Analytics Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Digital Marketing Analytics Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Digital Marketing Analytics Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Digital Marketing Analytics Capabilities Assessment Tool

Your Capability Score is :
/5
Thank you for taking the Digital Marketing Analytics Capabilities Assessment Tool

Your Capability Score is :
/5
1. Organisational approach to digital marketing analytics

Your score is: /5

How data-driven is the organisation?
Recommended Courses:
- Digital Marketing Analytics
- Advanced Digital Marketing Analytics
Recommended Services:
- Digital Marketing Analytics Services
2. Digital marketing analytics technological capability

Your score is: /5

How resilient and adaptable is the organisation to technological advancements?
Recommended Courses:
- Digital Marketing Analytics
- Advanced Digital Marketing Analytics
Recommended Services:
- Digital Marketing Analytics Services
3. Digital marketing analytics configurations setup

Your score is: /5

Is data collection flowing in accurately? Are all tracking and measurement (e.g. goals and events) set up correctly?
Recommended Courses:
Recommended Services:
- Digital Marketing Analytics Services
4. Digital marketing analytics reporting

Your score is: /5

How resilient and adaptable is the organisation to technological advancements?
Recommended Courses:
- Digital Marketing Analytics
- Advanced Digital Marketing Analytics
Recommended Services:
- Digital Marketing Analytics Services
5. Translating data into actionable insights

Your score is: /5

How thorough and insightful are the actionable recommendations?
Recommended Courses:
- Digital Marketing Analytics
- Advanced Digital Marketing Analytics
Recommended Services:
- Digital Marketing Analytics Services
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