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Status of Participants

Email	Assessment taken	Resend

1.9

Collection

2.6

Analysis

1.5

Execution

3.0

Automation

1.4

Application

10.4

Attribution

21.6

Strategy

Overall Score

Best in Class

Industry Avg.

Laggards

—5.0 Prescriptive

—4.0 Predictive

—3.0 Advanced Diagnostic

—2.0 Diagnostic

—1.0 Descriptive

Benchmark Comparison

Compare your results with industry benchmark data by entering your information below.

What is your organization's PRIMARY industry?

Laggards

Industry Average

Best In Class

Collection73%
- Collection73%
- Collection73%
- Collection73%
- Collection73%
- Collection73%
- Collection73%
- Exit Fine Tune
Collection23%
- Collection73%
- Collection73%
- Collection73%
- Collection73%
- Collection73%
- Collection73%
- Collection73%
- Collection73%
- Collection73%
- Collection73%
- Exit Fine Tune
Collection50%

Strategic Business Contributor
42%

Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Exit Fine Tune
Collection41%

Strategic Business Contributor
42%

Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Exit Fine Tune
Collection9%

Strategic Business Contributor
42%

Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Exit Fine Tune
Collection96%

Strategic Business Contributor
42%

Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Exit Fine Tune
Collection75%

Strategic Business Contributor
42%

Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Collection73%
  
  Collection
  42%
  
  Data is utilized by the organization for strategic and operational decision making. Data is utilized by the organization for strategic and operational decision making.
- Exit Fine Tune

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Self-Assessment

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Invites

Think about your organization's analytics practice with respect to collection and rate the degree to which the statements below describe how your organization functions.

Not Applicable or Don't Know

Our analytics systems incorporate data we collect from all of our owned web properties.

Our analytics systems incorporate data we collect from our owned digital properties, including mobile channels.

Our analytics systems incorporate data we collect from paid advertising services/platforms.

Our analytics systems incorporate data we collect data from external marketing systems.

Our analytics systems incorporate data we collect from our CRM or master customer database.

Our analytics systems incorporate data we collect data from other offline sales and marketing systems or data providers.

Think about your organization's web analytics practice with respect to analysis and rate the degree to which you believe the statements below describe the state of digital analytics in your organization in terms of analysis.

Not Applicable or Don't Know

We understand what a typical website visit entails.

We understand which websites our traffic is coming from.

We understand our typical website visitor.

We understand how to measure our conversion events/goals.

We understand the profile of the typical visitor to our digital properties.

Our reporting and analysis are structured around our organization's Key Performance Indicators (KPIs).

We understand how to identify visitor segments that have above-average value, or in which our conversion rates are higher than they are for our average visitor.

Our reporting and analyses are structured around our organization's Key Business Objectives (KBOs).

We develop models/scenarios to predict the outcomes of future customer interactions.

Our analytics systems prescribe courses of action and the customer outcomes that will result from them.

Think about your organization's web analytics practice with respect to Execution and rate the degree to which you believe the statements below describe the state of web analytics in your organization with respect to Execution.

Not Applicable or Don't Know

We review website traffic reports at regular intervals.

We take action based on opportunities surfaced by analytics reports and data visualizations.

We use analytics to understand which segments are responding best to our offers and content.

We can predict with confidence how specific segments will respond to our offers and content. We can predict with confidence how specific segments will respond to our offers and content.

We have technology that dynamically prescribes the content and experience that will best resonate with individual visitors with a high degree of confidence.

Think about your organization's web analytics practice with respect to Automation and rate the degree to which you believe the statements below describe the state of web analytics in your organization in terms of Automation.

Not Applicable or Don't Know

Standard reports are always automatically created at regular intervals and available to key stakeholders.

Standard reports are always automatically created at regular intervals and sent to key stakeholders.

Both standard and custom reports are always available for stakeholders to run on-demand and self-service.

Stakeholders always interact with analysts from within the reporting tool to request additional understanding of the meaning of standard and custom reports.

Relevant stakeholders always receive automated notifications and alerts immediately when data falls outside of defined thresholds for established business metrics.

Relevant stakeholders always receive automated notifications and alerts immediately when data falls outside of defined thresholds for established business metrics and the system automatically identifies the probable causal factors.

Relevant stakeholders always receive automated notifications and alerts immediately when data falls outside of defined thresholds for established business metrics and the system automatically identifies the probable causal factors and dynamically responds in real time.

Think about your organization's web analytics practice with respect to Application and rate the degree to which you believe the statements below describe the state of web analytics in your organization in terms of Application.

Not Applicable or Don't Know

Applicable data is sent to all relevant stakeholders, who always use it for decision-making.

Stakeholders always leverage data for their decision making.

The organization rigorously uses data to inform marketing processes and decision making.

Analytics findings always provide recommended action(s) for when and where stakeholders should take action.

Analytics findings automatically trigger action in various systems without human interaction or approvals.

Think about your organization's web analytics practice with respect to attribution and rate the degree to which you believe the statements below describe the state of web analytics in your organization in terms of Attribution.

Not Applicable or Don't Know

We are able to understand the impact of and accurately assign credit to all marketing activities—across digital and offline channels.

We are able to perform attribution on static website visits using simple weighting criteria.

We are able to perform attribution across digital properties using simple weighting criteria.

We are able to make investment recommendations based on attribution across digital marketing systems using custom weighting criteria.

Our systems make investment recommendations based on attribution data from across all marketing systems using custom models.

Our systems make investment decisions based on attribution models that utilize pattern discovery.

Think about your organization's web analytics practice with respect to Strategy and Please rate the degree to which you believe the statements below describe the state of web analytics in your organization in terms of Strategy.

Not Applicable or Don't Know

We have the appropriate number of staff to run a successful analytics practice.

Our analytics team has a high level of practical knowledge.

Our analytics team consists of people with high levels of relevant education and/or domain expertise.

Our analytics team has a high level of proficiency with industry-leading marketing technologies and methodologies.

Our analytics practice is viewed internally as a strategic contributor to the organization's success.

Our analytics practice has sufficient funding to utilize industry-leading technologies.

In our organization we seek the truth regardless of whether the data is flattering or damning.

Collection

Analysis

Execution

Automation

Application

Attribution

Strategy

Benchmark Comparison

Laggards

Industry Average

Best In Class

Exeuction

Collection

Strategic Business Contributor

Collection