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Programmatic Maturity Quiz
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Step
1
of
11
- Data Flows & Availability
0%
When accessing data for insights and activation, which of the following best describes your organization?
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Select one
I am unable to utilize my organization's data or do not know how to use my organization's data
It is difficult to access or leverage my organization's data without working directly with our technical teams
Some of my team members have access to data through dashboards and query tools, however usage is limited and not user friendly
I am able to access and leverage my organization's data freely, but it is not integrated into our planning and activation process
I am able to access and leverage my organization's data easily and it is used widely in our full campaign planning and activation process
How confident are you in your current campaign management and operations capabilities?
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I am unaware if we have any standardized campaign operations processes (operating model, RACI, planning & launch documentation)
Our campaign operations process is not consistent campaign to campaign or well documented
There is some campaign operation documentation in my organization, but it varies from team to team and is not standardized
We have standardized, documented campaign operations across the organization
Our campaign operation processes across the oranization are both well-documented and extensively automated, where possible
Which of the following scenarios best describes the structure of your marketing organization?
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Our marketing organization is isolated within the larger organization and does not closely mirror the structure of other teams within the organization
There is limited instances of collaboration within the organization on projects and I do not think team members are in the best roles for overall company success
Our team is organized and collaborative (process, transparency) with both our internal teams and external partners (agency), but the rest of the organization is siloed and do not speak to one another regularly
The majority of the organization is organized and collaborative, but we are missing critical roles necessary to ensure success
My organization is highly organized and collaborative across both internal and external teams and we have all the roles needed for the organization to be successful
To what extent are you proactively exploring ways to improve your media buying efficiency?
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I do not have the tools or are generally unaware of ways to improve my media buying efficiency
I have access to some high-level efficiency metrics (likely through my agency), but we do not actively pursue optimizations or make changes to our inventory strategy based on them
We retroactively review programmatic efficiency reports and I generally understand our supplier mix, but there are still gaps in making sense of it all and actioning on the insights
I have a comprehensive view of media buying efficiency, with detailed data and analytics accessible for analysis and decision-making
We have regular access to granular media buying efficiency metrics and we utilize sophisticated tools and strategies to monitor and optimize our campaigns proactively
How well do you manage Viewability, Brand Safety, and Ad Fraud tracking within your digital advertising?
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Select one
I am unaware of any viewability, brand safety, and ad fraud metrics being tracked on our advertising
These metrics are tracked reactively within our digital advertising and we have limited or inconsistent benchmarks in place
These metrics are tracked but not optimized throughout campaigns, we have limited or non-industry standard benchmarks in place
These metrics are tracked and optimized throughout campaigns and our benchmarks are in line with industry standards
These metrics are tracked and optimized throughout campaigns, and our benchmarks are custom for our organization and consistently optimized
Does the compensation model between your brand and any external media activation vendors appropriately match your media objectives?
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I do not know the details of our compensation model with third parties
Our compensation model was built by the provider with no input from our organization
Our compensation model is generic and does not specifically incentivize our internal objectives
Our compensation model is fair to all parties, but we do not regularly review to ensure performance matches the agreement
Our compensation model was engineered collaboratively with our partner to meet our stated business objectives and is reviewed regularly throughout its term for accountability
Which scenario best describes the depth of your organization's measurement and optimization activity?
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Select one
We have substandard or I am not aware of our campaign reporting and optimization procedures (either internally or externally through our agency partners)
Performance metrics are tracked at the channel level throughout campaigns, but there is limited reporting or optimizations in flight
Performance metrics are tracked at the channel level throughout campaigns, there are some reporting done and optimizations made to individual channels, but there are not consistent KPIs or a data "source of truth"
Performance metrics are tracked at the channel level throughout campaigns with consistent reporting and channel optimizations made, there is an aligned up on campaign KPI with an accurate "source of truth"
Performance metrics are being tracked at the campaign level, with consistent cross-channel reporting and optimizations made
How well does your advertising technology stack achieve your organization's goals for insights, activation, measurement, and optimizations?
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I am unaware of our organization's technology infrastructure
I'm vaguely aware of our organization's technology stack, but I am not aware of how it impacts marketing
Our organization has some technology that is utilized in some facets of media activation, but we primarily rely on outside vendor technology we do not have a standard process
Our organization has invested in some technology capabilities for marketing, but the technology is not serving all the needs of our our organization
Our organization has a fully connected technology infrastructure that is widely utilized across the marketing organization, with standard process, and is fully configured for our organizations needs
To what extent is your media personalized to your target consumer?
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We are not personalizing our digital media at this time
We've conducted limited tests, but have not scaled personalization within our wider marketing efforts
We use personalized tactics consistently within a single channel
We have tested or are starting to personalize cross-channel
Our digital advertising is highly personalized across a variety of channels, and is consistently optimized for performance
How sophisticated is your audience segmentation strategy and approach?
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We do not have a audience segmentation strategy or I am not sure what it is
Our only segmentation is demographic targeting (i.e. age, gender)
We have built persona-based audience segmentation based on identifying data attributes of our best in-class customers (i.e. behavioral, contextual)
We further segment our persona-based audiences with additional media signals (i.e. environmental, location, time)
We build audiences dynamically using real-time performance signals (from a CDP)
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