1Intro Questions2Organization & Teams3Data & Technology4Strategy & Experience5Analytics & Insights Company Name(Required)What country are you based in?(Required) Canada United States Mexico Other What CRM Platforms is your organization using? (Select all that apply)(Required) Salesforce Marketing Cloud Braze Adobe Marketo Mailchimp Klaviyo Microsoft Dynamics Adobe Campaign What industry is your organization? (Select all that apply)(Required) Agriculture Alcohol & Cannabis Arts & Entertainment Charity Economic Development Education Energy Environment Food and Beverage Financial Services Health Hospitality Indigenous Affairs Infrastructure International Trade Labour Legal Lottery & Gaming Natural Resources Not for Profit Retail Real Estate Technology Tourism Transportation How would you best summarize your organization's CRM maturity as it relates to your CRM systems, people and processes? CRM is highly underutilized across departments and there is no process documentation CRM is underutilized but assists with some departmental tasks. There is little process documentation and some automation CRM has high adoption and is regarded as a source of truth. Some process documentation exists but could use improvement CRM is well established and connected to financial reporting, inventory management, and documents processes. CRM is reliable and data is used for sales forecasting and modeling. Clear process is in place and is well documented. Not applicable Is data-driven marketing incentivized or sponsored by leadership in your organization? Data-driven marketing is not a focus for our organization. Data-driven marketing has limited sponsorship amongst senior leadership. Data-driven marketing is sponsored by senior leadership. Data-driven marketing is sponsored by senior marketing leadership and incentivized across marketing functions within the organization. Data-driven marketing is embedded in core business goals and processes. It is incentivized across all marketing functions within the organization. Not applicable What is the level of CRM, digital, data and technology expertise amongst your brand's local market talent? Talent has a lack of CRM, digital, data and technology expertise to drive data-driven marketing initiatives. Talent possesses average knowledge of CRM, digital, data and technology and limited experience in deploying data-driven strategies. Talent possesses strong knowledge of CRM, digital, data and technology, as well as basic experience devising or deploying data-driven strategies. Talent possesses extensive knowledge of CRM, digital, data and technology. They have moderate experience deploying data-driven strategies. Talent possesses advanced expertise in CRM, digital, data, and technology. They demonstrate a high level of proficiency and have a proven track record of successfully devising and deploying sophisticated data-driven strategies. Not applicable What is the level of CRM, digital, data and technology expertise amongst your internal teams? Talent has a lack of CRM, digital, data and technology expertise to drive data-driven marketing initiatives. Talent possesses average knowledge of CRM, digital, data and technology and limited experience in deploying data-driven strategies. Talent possesses strong knowledge of CRM, digital, data and technology, as well as basic experience devising or deploying data-driven strategies. Talent possesses extensive knowledge of CRM, digital, data and technology. They have moderate experience deploying data-driven strategies. Talent possesses advanced expertise in CRM, digital, data, and technology. They demonstrate a high level of proficiency and have a proven track record of successfully devising and deploying sophisticated data-driven strategies. Not applicable How is consumer data organized and connected across the organization? There is limited centralization and linkage between data sets. consumer data structure is basic and fragmented. The organization has some centralized data sets but no clear profile-management structure in place. The organization has centralized data sets with a clear profile-management structure in place. Where possible, most data sets are linked, contained within a complex profile management structure architected using multiple IDs. All data sets are completely linked, highly structured and governed in a cloud environment architected using a single consumer ID. Not applicable How developed is your organization's marketing technology structure? Marketing technology operates primarily in channel-based silos with limited holistic understanding. Systems have limited connections and frequent manual data feeds. There is some understanding of a marketing stack within the organization and connections between systems. Main connections are within advertising technology or within marketing technology but not across both. Regular data feeds are used. We have a mature marketing technology stack with an aligned strategic approach that is integrated with advertising technology. API connections feed into each other. here is a sophisticated and connected marketing stack with well-documented systems architecture and roadmaps with cross-organizational alignment. We have best-in-class systems that are connected to allow continuous test and learn across the consumer journey to meet future business goals. Not applicable To what extent is the functionality of your existing marketing stack utilized to meet your business objectives? The usage of available functionality is very limited. Awareness is limited about certain features/features are unavailable as not part of agreement. The usage of available functionality is limited. The usage of available functionality is limited is growing. Some campaigns and marketing initiatives leverage functionality using a test-and-learn approach. The majority of campaigns and marketing initiatives leverage functionality using a test-and-learn approach. All campaigns use all available functionality with a continuous test-and-learn approach. Not applicable Do you have a consistent approach to data classification and taxonomy across your marketing tech stack? Ad-hoc data classification is in place and naming conventions are unstructured. Naming conventions are structured but data classification is ad hoc. Data classification is in place and naming conventions are structured but mistakes occur. Data classification is highly structured and consistent across different systems, with unified naming conventions for digital tracking. Basic governance is in place. Data classification and naming conventions are highly structured in a single identifier, with a highly automated governance plan for continuous development, designed to cover future data capture needs. Not applicable How would you define the way your organization segments audiences? There is no segmentation. Audiences are all defined the same way based on a one-size fits all approach due to a lack of data and/or data is not reliable to segment audiences with accuracy. There is some basic segmentation, where audiences are targeted based on some basic demographic data. There is more enhanced segmentation, where audiences are grouped by a combination of demographic, psychographic, geographic and behavioural data. An advanced segmentation strategy is in place. Segments are further broken down into micro segments, based on behavioural predictions. A personalized segmentation strategy is in place and targeting is customized by the individual with a 1:1 approach. Not applicable How does your CRM strategy currently handle channel orchestration for campaigns, considering batch, triggered, and journey-based approaches? We primarily rely on batch campaigns, sending out emails to our audience at regular intervals without considering individual triggers or journeys. Our focus is on triggered campaigns, where emails are sent based on specific actions or behaviors exhibited by individual customers. We prioritize journey-based campaigns, mapping out a series of personalized touchpoints and communications throughout the customer lifecycle. We use a combination of batch, triggered, and journey campaigns, taking into account factors such as email frequency, decision trees, and category importance to tailor our messaging. Our approach involves dynamic decision trees and advanced algorithms that consider real-time customer interactions, enabling us to optimize channel orchestration based on individual preferences and behaviours. Not applicable What is your organization's approach to creative personalization? We have no creative personalization in place. The same creative and message is shown with all target audiences. We have basic, ad-hoc creative personalization in place, with customized messages or creative shared across broad target audiences. We have ad-hoc creative personalization in place, with customized messages or creative across broad target audiences. We have regular, personalized creative delivery by target audience. We have ongoing personalized creative delivery and sequencing by target audience and relevant moments, creating a sophisticated customer experience. The personalization strategy is seamlessly linked with customer data strategy. Not applicable How often are you applying a testing framework to your communications? We have no personalization of CRM channels in place. We have no personalization of CRM channels in place. We have some personalization with simple A/B testing in place. We have advanced personalization in place based on customer data, with A/B testing in place. We have advanced personalization in place with detailed customer journeys/triggers based on real-time predictive modelling. Constant optimization is in place with learnings funneling back into strategy. Not applicable How would you describe your organization's reporting and measurement capabilities? We use basic analytics where predefined reports and dashboards measure metrics like leads, conversion and retention. We use descriptive analytics, such as ad-hoc reporting to customize reports and dashboards. We use diagnostic analytics to automate triggers to advise of changes to CRM data. We use predictive analytics such as data analysis, machine learning and AI to predict future outcomes. We use prescriptive analytics such as complex algorithms to generate different testing ideas to inform CRM strategies. Not applicable Which marketing KPIs and measurement methodologies are used? We have no set KPIs. Our measurement is focused on simple KPIs by campaign and channel, e.g. Sends, CTR, etc. Our action-based measurement is deployed by campaigns and across channels with a basic attribution methodology, e.g. purchase, signups, etc. Our measurement focused on short-term and long-term business or marketing KPIs is in place, e.g. Revenue, loyalty, etc. We have a customer-centric marketing measurement framework across the funnel, with all campaigns evaluated against ROI and LTV. Not applicable To what extent is channel activity optimized? There is no optimization occuring by channels. There is ad-hoc and manual optimization of channels in place. Regular and structured optimization of channels is in use for one channel based on last click model, using basic A/B testing. Routine evidence-based optimization of channels takes place using A/B testing methods. Ongoing optimization and testing program is in place across all channels. Not applicable How does your organization gather competitive insights? Competitive insights are not actively gathered across the organization. The organization is focused on gathering seasonal trends for competitive insights. There is a good understanding of creative messaging and campaigns executed by competitors. The organization consistently and actively tracks seasonal trends, competitive creative messaging and campaigns, as well as social conversation. The organization has an in-house team dedicated to tracking all trends and competitive insight, including primary and secondary research,and sharing across teams. Not applicable
