This questionnaire assesses your brand's modern marketing capability across three dimensions:
How well do you truly understand and respond to their needs, lives, behaviors, attitudes, and motivations?
How well do you efficiently respond to the ever-changing environment that your brand lives in?
How well do you craft visual and textual messaging to efficiently move your business forward at scale?
This assessment will take about 15 minutes to complete. Your responses will remain strictly confidential. Your email address will be required for delivering your results.
The modern brand is built not just by the stories told in advertising, but also by the stories lived in all the cumulative customer experiences. The following four questions assess your organization's level of familiarity with the lives of your customers and prospects and your ability to act on what you know using tech, data and decisioning capabilities to improve the customer experience.
Customers and prospects are addressed as known individuals in a single channel and according to some broad-brush market assumptions.
Customers are recognized and addressed as known individuals in some channels.
Their needs are assumed via some history with the brand and simple demographics.
Customers are recognized and addressed as rounded individuals in some channels.
Their needs and journeys are understood via observed behavior inside and outside of the brand.
Customers are consistently addressed as rounded individuals in multiple channels.
Their needs and journeys are accurately predicted via tracked behavior inside and outside of the brand.
Customers are dynamically addressed as rounded individuals in multiple channels.
Their needs and journeys are accurately predicted and evolved in real time.
(individual level customer and prospect)
(e.g., email + demographics)
(Data models to provide segmented insight)
(Modeled next-best message / action / product / experience at individual level)
(Automated real-time NBA)
Cultural and category dynamics can greatly affect the modern customer's experience and their perceptions of your brand, so you need to be ready to respond. The following four questions assess your organization's ability to take into account everything that your customers experience alongside your content, based on the journey management, performance management, insight management and marketing team management capabilities you have in place.
Customer content and contact experience is defined manually by channel based on simple strategic assumptions
Customer content and contact experience is managed by channel based on fixed markers of a customer's relationship with the brand (e.g., recency)
Customer content and contact experience is managed by channel and differentiated based on behaviors that indicate an evolving relationship with the brand
Customer content and contact experience is managed across channels and dynamically adapts to behaviors and other cultural indicators of an evolving relationship with the brand
Customer content and contact approach is managed by algorithmic decisions on when and where to engage with customers across multiple channels and content pillars
(e.g., channels are activated & optimized independently of each other)
(e.g., consistently scheduled campaign messaging across channels)
(e.g., triggered email or web messaging alongside campaigns)
(e.g., consistent messaging journeys or programs)
(e.g., coordinated messaging journeys or programs)
Content creation for the modern marketing operation requires both human and machine working together in new ways to maximize relevance, creativity, and efficiency. The following four questions assess your organization's ability to make and manipulate content at scale using the content and data insights available based on the tech, cultural insights, and creativity capabilities you have in place.
Everyone gets the same experience and sees the same content
Everyone gets broadly the same experience with some broad-brush tailoring of content
Everyone gets a personalized experience with some modular / dynamic content that makes it feel more relevant in one or more channels
Everyone gets a personalized experience with content that is tailored to the individual in more than one channel
Everyone gets a highly personalized experience with content that is programmatically optimized and enhanced with creativity to individually changing needs and desires across channels
(Not appended to first-party data – e.g., one-off research projects linked to campaigns or market segmentation)
(Not appended to first-party data – e.g., social listening or brand tracking analysis)
(High-level performance insights on what content works and what doesn't with first-party audience tracking)
(Atomic-level content performance insights by broad first-party audience definitions)
(Atomic-level real-time component performance insights by first-party audience micro-segment)
(e.g., >20 variants)
(e.g., 100s of variants)
(e.g., 1,000s of variants)
(e.g., infinite variants)
We will only use your email address to send your results.