Adobe Analytics Capability-Maturity Self-Assessment

Company Name

Overall Analytics Score

2.6
Level:diagnostic

Results Summary

Your next step is to review this report with your colleagues to develop a game plan for how you will improve your Analytics practice. Of course, Adobe's Analytics experts would be happy to help, just let us know.

Regardless of whether you're world-class, or just getting started with your analytics practice, we wish you the best of luck as you continue to advance your use of metrics to make your marketing count.

Compared With Industry:
Media/Entertainment

_5.0
_4.0
_3.0
_2.0
_1.0
1.0
Collection
1.0
Analysis
1.0
Execution
1.0
Automation
1.0
Application
1.0
Attribution
1.0
Strategy

SUB-DIMENSION OVERVIEW

Overall, 25% of your analytics sub-dimensions fall below industry standards. If you reach your goals, you raise 8 sub-dimensions from Laggard state to Industry Average and bump 3 sub-dimensions from Average to Best-in-Class.

Current State Score Distribution


Goal State Score Distribution


Laggards Industry Average Best in Class 46 Total
Sub-dimensions

Collection

Collection refers to data gathered from various sources specifically for the purpose of performing analytics.

Dimension Score

2.6

Goal State

Goal: 25% increase

Strongest Sub-Dimension

Owned Digital Properties

90%

Offline Systems or Data Providers

82%

Web Data

72%

Weakest Sub Category

External Marketing Systems

48%

Paid Ad Services/Platforms

52%

Web Data

54%

Overall Capability Assessment

Current State 3.1

Goal 3.8

Data collection is a critical part of any holistic analytics strategy, because the more data you have, the more accurately you can spot trends that will guide your decisions. In order to improve collection, consider additional data sources such as data from digital properties, including applications; paid advertising services and platforms, external marketing systems, CRM or master customer databases and offline systems or 3rd party data providers.

Detailed Breakdown

Web Data Current state: x.x Goal state: x.x

Tag and collect unsampled data from all web pages, including landing pages and microsites. Additionally it's critical to document variable and dimension mapping across all web properties so that as the implementation changes (as well as the staff that manages it), reporting and analysis can stay consistent and valuable. To ensure good data is coming into the system, establish a process to validate data collection either via manual inspection or preferably via automated tag auditing to identify incomplete, inaccurate or irrelevant data.

Digital Data Current state: x.x Goal state: x.x

Tag and collect unsampled data from all owned digital properties such as web, mobile apps, mobile websites and social media pages to enrich visitor data analysis. Document all new variable and dimension mapping for each additional digital property and include it with web implementation documentation. If your organization operates on a global scale, document the digital tagging structure for how data is reported in a global fashion. To ensure good data is coming into the system, establish a process to validate data collection from each additional property either via manual inspection or preferably via automated tag auditing to identify incomplete, inaccurate or irrelevant data.

Paid Ad Services/Platforms Current state: x.x Goal state: x.x

Use analytics to improve the effectiveness of advertising by integrating impression and click-through data with clickstream data. Utilizing visitor segmentation on this integrated data, you can tailor advertising to acquire more high-value visitors at a lower cost. Make marketing decisions based on a true return on ad spend. Additionally, develop and document internal analytic best practices to reduce training time and cost.

External Marketing Systems Current state: x.x Goal state: x.x

Use analytics to improve the effectiveness of your investments in other 3rd party marketing systems by integrating them with data collected from owned digital properties such as email, SEO, and survey data. To control tag proliferation and optimize page loading, utilize tag management to organize all your tags intoa single piece of JavaScript code. Correlate clickstream analysis with unstructured social data to inform sentiment analysis. Enrich segmentation analysis and improve reporting by incorporating basic dimensional meta-data.

CRM / Master Customer Database Current state: x.x Goal state: x.x

To assist the sales team in closing more leads and the customer service team in improving client experiences, integrate CRM or master customer record data via unique identifiers and codifying and tracking customer touchpoints to associated revenue. Both Sales and Customer Service teams can see what digital content customers are engaging with and can attribute success events to high value customers.

Offline Systems or Data Providers Current state: x.x Goal state: x.x

Move from visitor-based to customer-based analysis by integrating data from offline channels such as call center data or point-of-sale data to connect offline and online behavior to establish a 360-degree customer view. Import COGS data to understand profitability of digital channels and demographic data to inform persona analysis.

Collection

Collection refers to data gathered from various sources specifically for the purpose of performing analytics.

Dimension Score

2.6

Goal State

Goal: 25% increase

Strongest Sub-Dimension

Owned Digital Properties

90%

Offline Systems or Data Providers

82%

Web Data

72%

Weakest Sub Category

External Marketing Systems

48%

Paid Ad Services/Platforms

52%

Web Data

54%

Overall Capability Assessment

Current State 3.1

Goal 3.8

Data collection is a critical part of any holistic analytics strategy, because the more data you have, the more accurately you can spot trends that will guide your decisions. In order to improve collection, consider additional data sources such as data from digital properties, including applications; paid advertising services and platforms, external marketing systems, CRM or master customer databases and offline systems or 3rd party data providers.

Detailed Breakdown

Visitor Analysis Current state: x.x Goal state: x.x

For most businesses, conversion does not happen in a single visit. Analyze data at a visitor or cross-visit level to develop a purchase cycle, and understand where a visitor is at in the purchase cycle (e.g. - this is the third visit, should a conversion happen by now). Develop custom metrics that are applicable to your visitor analysis.

Visitor Analysis Current state: x.x Goal state: x.x

Identify high value traffic from direct, referral, and campaign sources. Include contextual data in your analysis such as when campaigns are executed, or when competitors make announcements so that spikes or dips in traffic can be correlated to direct marketing efforts. Look at key success metrics in relation to where traffic is coming from.

Visit Analysis Current state: x.x Goal state: x.x

Define the dimensions and metrics that warrant analysis, including calculated metrics for business specifc insight. Analyze the general path's through your site, including points of entry and exit. Additionally, as you look at visit journey's, pay specific attention to content performance to identify what content is popular or driving more visits to the site.

Conversion Analysis Current state: x.x Goal state: x.x

Define conversion funnels for macro and micro conversion events and paths. Identify key points of fallout in these conversion funnels and analyze traffic in these funnels at both the visit and visitor level.

Basic Segment Analysis Current state: x.x Goal state: x.x

Utilize basic dimension analysis to identify the key dimensions that are most pertinent to your business. Test content, offers, and digital delivery channels with segments to determine the type of experience that is most effective at prompting a visitor to complete a desired action or outcome.

KPI Reporting & Analysis Current state: x.x Goal state: x.x

Organize analysis and reporting into a logical methodology around Key Performance Indicators (KPI's) - the measurements that tell you if you are nearing your online goals. Enure that KPI's are tied directly to specific business goals and are audited on a regular basis to ensure that KPI's are relevant.

Visitor Analysis Current state: x.x Goal state: x.x

Utilize multi-dimension analysis and ad-hoc query to identify high-value visitor segments. Use high-value segment definitions to test and target personalized experiences. Additionally analyses to perform is conducting product/content affinity analysis, means-testing segmentation, and real-time analysis.

KBO Reporting & Analysis Current state: x.x Goal state: x.x

Organize analysis and reporting into a logical methodology around Key Business Objectives (KBO's) - the strategic initiatives that the organization seeks to accomplish. KBO's come from the organization's leadership and are influenced by multiple KPI's.

Predictive Marketing Analysis Current state: x.x Goal state: x.x

Determine an acceptable expected range of performance for your KPI's on a rolling basis for a defined time window (e.g. 1 month, 3 month, etc.) through statistical analysis on past performance. Set-up notifications for outliers and conduct correlation analysis on any anomaly to identify probable causal factors. Conduct what-if analysis on various potential decisions to establish go/no-go thresholds. Apply statistical modeling techniques to forecast the performance of social media marketing.

Intelligent Recommendations Current state: x.x Goal state: x.x

Define segments through algorithmic cluster analysis to have statistically significant models to analyze visitor level information. Apply scores to segments and develop a repository of content and offers that can be assembled on-the-fly and delivered by the system to a given visitor on the device they are ineracting with. Additionally, regularly benchamark against both baseline and best practices.

Collection

Collection refers to data gathered from various sources specifically for the purpose of performing analytics.

Dimension Score

2.6

Goal State

Goal: 25% increase

Strongest Sub-Dimension

Owned Digital Properties

90%

Offline Systems or Data Providers

82%

Web Data

72%

Weakest Sub Category

External Marketing Systems

48%

Paid Ad Services/Platforms

52%

Web Data

54%

Overall Capability Assessment

Current State 3.1

Goal 3.8

Data collection is a critical part of any holistic analytics strategy, because the more data you have, the more accurately you can spot trends that will guide your decisions. In order to improve collection, consider additional data sources such as data from digital properties, including applications; paid advertising services and platforms, external marketing systems, CRM or master customer databases and offline systems or 3rd party data providers.

Detailed Breakdown

Web Data Current state: x.x Goal state: x.x

Tag and collect unsampled data from all web pages, including landing pages and microsites. Additionally it's critical to document variable and dimension mapping across all web properties so that as the implementation changes (as well as the staff that manages it), reporting and analysis can stay consistent and valuable. To ensure good data is coming into the system, establish a process to validate data collection either via manual inspection or preferably via automated tag auditing to identify incomplete, inaccurate or irrelevant data.

Digital Data Current state: x.x Goal state: x.x

Tag and collect unsampled data from all owned digital properties such as web, mobile apps, mobile websites and social media pages to enrich visitor data analysis. Document all new variable and dimension mapping for each additional digital property and include it with web implementation documentation. If your organization operates on a global scale, document the digital tagging structure for how data is reported in a global fashion. To ensure good data is coming into the system, establish a process to validate data collection from each additional property either via manual inspection or preferably via automated tag auditing to identify incomplete, inaccurate or irrelevant data.

Paid Ad Services/Platforms Current state: x.x Goal state: x.x

Use analytics to improve the effectiveness of advertising by integrating impression and click-through data with clickstream data. Utilizing visitor segmentation on this integrated data, you can tailor advertising to acquire more high-value visitors at a lower cost. Make marketing decisions based on a true return on ad spend. Additionally, develop and document internal analytic best practices to reduce training time and cost.

External Marketing Systems Current state: x.x Goal state: x.x

Use analytics to improve the effectiveness of your investments in other 3rd party marketing systems by integrating them with data collected from owned digital properties such as email, SEO, and survey data. To control tag proliferation and optimize page loading, utilize tag management to organize all your tags intoa single piece of JavaScript code. Correlate clickstream analysis with unstructured social data to inform sentiment analysis. Enrich segmentation analysis and improve reporting by incorporating basic dimensional meta-data.

CRM / Master Customer Database Current state: x.x Goal state: x.x

To assist the sales team in closing more leads and the customer service team in improving client experiences, integrate CRM or master customer record data via unique identifiers and codifying and tracking customer touchpoints to associated revenue. Both Sales and Customer Service teams can see what digital content customers are engaging with and can attribute success events to high value customers.

Collection

Collection refers to data gathered from various sources specifically for the purpose of performing analytics.

Dimension Score

2.6

Goal State

Goal: 25% increase

Strongest Sub-Dimension

Owned Digital Properties

90%

Offline Systems or Data Providers

82%

Web Data

72%

Weakest Sub Category

External Marketing Systems

48%

Paid Ad Services/Platforms

52%

Web Data

54%

Overall Capability Assessment

Current State 3.1

Goal 3.8

Data collection is a critical part of any holistic analytics strategy, because the more data you have, the more accurately you can spot trends that will guide your decisions. In order to improve collection, consider additional data sources such as data from digital properties, including applications; paid advertising services and platforms, external marketing systems, CRM or master customer databases and offline systems or 3rd party data providers.

Detailed Breakdown

Automate report creation Current state: x.x Goal state: x.x

Standard reports are automatically created and are available to stakeholders on an on-demand or pull basis.

Automate report distribution Current state: x.x Goal state: x.x

Automate standard report distribution to stakeholders. Develop a reporting calendar and distribute reports in the desired format (numerical, visual, combination) and channel (text, email, etc.) each stakeholder prefers.

Paid Ad Services/Platforms Current state: x.x Goal state: x.x

Use analytics to improve the effectiveness of advertising by integrating impression and click-through data with clickstream data. Utilizing visitor segmentation on this integrated data, you can tailor advertising to acquire more high-value visitors at a lower cost. Make marketing decisions based on a true return on ad spend. Additionally, develop and document internal analytic best practices to reduce training time and cost.

External Marketing Systems Current state: x.x Goal state: x.x

Use analytics to improve the effectiveness of your investments in other 3rd party marketing systems by integrating them with data collected from owned digital properties such as email, SEO, and survey data. To control tag proliferation and optimize page loading, utilize tag management to organize all your tags intoa single piece of JavaScript code. Correlate clickstream analysis with unstructured social data to inform sentiment analysis. Enrich segmentation analysis and improve reporting by incorporating basic dimensional meta-data.

CRM / Master Customer Database Current state: x.x Goal state: x.x

To assist the sales team in closing more leads and the customer service team in improving client experiences, integrate CRM or master customer record data via unique identifiers and codifying and tracking customer touchpoints to associated revenue. Both Sales and Customer Service teams can see what digital content customers are engaging with and can attribute success events to high value customers.

Offline Systems or Data Providers Current state: x.x Goal state: x.x

Move from visitor-based to customer-based analysis by integrating data from offline channels such as call center data or point-of-sale data to connect offline and online behavior to establish a 360-degree customer view. Import COGS data to understand profitability of digital channels and demographic data to inform persona analysis.

Offline Systems or Data Providers Current state: x.x Goal state: x.x

Move from visitor-based to customer-based analysis by integrating data from offline channels such as call center data or point-of-sale data to connect offline and online behavior to establish a 360-degree customer view. Import COGS data to understand profitability of digital channels and demographic data to inform persona analysis.

Collection

Collection refers to data gathered from various sources specifically for the purpose of performing analytics.

Dimension Score

2.6

Goal State

Goal: 25% increase

Strongest Sub-Dimension

Owned Digital Properties

90%

Offline Systems or Data Providers

82%

Web Data

72%

Weakest Sub Category

External Marketing Systems

48%

Paid Ad Services/Platforms

52%

Web Data

54%

Overall Capability Assessment

Current State 3.1

Goal 3.8

Data collection is a critical part of any holistic analytics strategy, because the more data you have, the more accurately you can spot trends that will guide your decisions. In order to improve collection, consider additional data sources such as data from digital properties, including applications; paid advertising services and platforms, external marketing systems, CRM or master customer databases and offline systems or 3rd party data providers.

Detailed Breakdown

Web Data Current state: x.x Goal state: x.x

Tag and collect unsampled data from all web pages, including landing pages and microsites. Additionally it's critical to document variable and dimension mapping across all web properties so that as the implementation changes (as well as the staff that manages it), reporting and analysis can stay consistent and valuable. To ensure good data is coming into the system, establish a process to validate data collection either via manual inspection or preferably via automated tag auditing to identify incomplete, inaccurate or irrelevant data.

Web Data Current state: x.x Goal state: x.x

Tag and collect unsampled data from all owned digital properties such as web, mobile apps, mobile websites and social media pages to enrich visitor data analysis. Document all new variable and dimension mapping for each additional digital property and include it with web implementation documentation. If your organization operates on a global scale, document the digital tagging structure for how data is reported in a global fashion. To ensure good data is coming into the system, establish a process to validate data collection from each additional property either via manual inspection or preferably via automated tag auditing to identify incomplete, inaccurate or irrelevant data.

Web Data Current state: x.x Goal state: x.x

Use analytics to improve the effectiveness of advertising by integrating impression and click-through data with clickstream data. Utilizing visitor segmentation on this integrated data, you can tailor advertising to acquire more high-value visitors at a lower cost. Make marketing decisions based on a true return on ad spend. Additionally, develop and document internal analytic best practices to reduce training time and cost.

Web Data Current state: x.x Goal state: x.x

Use analytics to improve the effectiveness of your investments in other 3rd party marketing systems by integrating them with data collected from owned digital properties such as email, SEO, and survey data. To control tag proliferation and optimize page loading, utilize tag management to organize all your tags intoa single piece of JavaScript code. Correlate clickstream analysis with unstructured social data to inform sentiment analysis. Enrich segmentation analysis and improve reporting by incorporating basic dimensional meta-data.

Web Data Current state: x.x Goal state: x.x

To assist the sales team in closing more leads and the customer service team in improving client experiences, integrate CRM or master customer record data via unique identifiers and codifying and tracking customer touchpoints to associated revenue. Both Sales and Customer Service teams can see what digital content customers are engaging with and can attribute success events to high value customers.

Collection

Collection refers to data gathered from various sources specifically for the purpose of performing analytics.

Dimension Score

2.6

Goal State

Goal: 25% increase

Strongest Sub-Dimension

Owned Digital Properties

90%

Offline Systems or Data Providers

82%

Web Data

72%

Weakest Sub Category

External Marketing Systems

48%

Paid Ad Services/Platforms

52%

Web Data

54%

Overall Capability Assessment

Current State 3.1

Goal 3.8

Data collection is a critical part of any holistic analytics strategy, because the more data you have, the more accurately you can spot trends that will guide your decisions. In order to improve collection, consider additional data sources such as data from digital properties, including applications; paid advertising services and platforms, external marketing systems, CRM or master customer databases and offline systems or 3rd party data providers.

Detailed Breakdown

Web Data Current state: x.x Goal state: x.x

Tag and collect unsampled data from all web pages, including landing pages and microsites. Additionally it's critical to document variable and dimension mapping across all web properties so that as the implementation changes (as well as the staff that manages it), reporting and analysis can stay consistent and valuable. To ensure good data is coming into the system, establish a process to validate data collection either via manual inspection or preferably via automated tag auditing to identify incomplete, inaccurate or irrelevant data.

Web Data Current state: x.x Goal state: x.x

Tag and collect unsampled data from all owned digital properties such as web, mobile apps, mobile websites and social media pages to enrich visitor data analysis. Document all new variable and dimension mapping for each additional digital property and include it with web implementation documentation. If your organization operates on a global scale, document the digital tagging structure for how data is reported in a global fashion. To ensure good data is coming into the system, establish a process to validate data collection from each additional property either via manual inspection or preferably via automated tag auditing to identify incomplete, inaccurate or irrelevant data.

Web Data Current state: x.x Goal state: x.x

Use analytics to improve the effectiveness of advertising by integrating impression and click-through data with clickstream data. Utilizing visitor segmentation on this integrated data, you can tailor advertising to acquire more high-value visitors at a lower cost. Make marketing decisions based on a true return on ad spend. Additionally, develop and document internal analytic best practices to reduce training time and cost.

Web Data Current state: x.x Goal state: x.x

Use analytics to improve the effectiveness of your investments in other 3rd party marketing systems by integrating them with data collected from owned digital properties such as email, SEO, and survey data. To control tag proliferation and optimize page loading, utilize tag management to organize all your tags intoa single piece of JavaScript code. Correlate clickstream analysis with unstructured social data to inform sentiment analysis. Enrich segmentation analysis and improve reporting by incorporating basic dimensional meta-data.

Web Data Current state: x.x Goal state: x.x

To assist the sales team in closing more leads and the customer service team in improving client experiences, integrate CRM or master customer record data via unique identifiers and codifying and tracking customer touchpoints to associated revenue. Both Sales and Customer Service teams can see what digital content customers are engaging with and can attribute success events to high value customers.

Web Data Current state: x.x Goal state: x.x

Move from visitor-based to customer-based analysis by integrating data from offline channels such as call center data or point-of-sale data to connect offline and online behavior to establish a 360-degree customer view. Import COGS data to understand profitability of digital channels and demographic data to inform persona analysis.

Collection

Collection refers to data gathered from various sources specifically for the purpose of performing analytics.

Dimension Score

2.6

Goal State

Goal: 25% increase

Strongest Sub-Dimension

Owned Digital Properties

90%

Offline Systems or Data Providers

82%

Web Data

72%

Weakest Sub Category

External Marketing Systems

48%

Paid Ad Services/Platforms

52%

Web Data

54%

Overall Capability Assessment

Current State 3.1

Goal 3.8

Data collection is a critical part of any holistic analytics strategy, because the more data you have, the more accurately you can spot trends that will guide your decisions. In order to improve collection, consider additional data sources such as data from digital properties, including applications; paid advertising services and platforms, external marketing systems, CRM or master customer databases and offline systems or 3rd party data providers.

Detailed Breakdown

Web Data Current state: x.x Goal state: x.x

Tag and collect unsampled data from all web pages, including landing pages and microsites. Additionally it's critical to document variable and dimension mapping across all web properties so that as the implementation changes (as well as the staff that manages it), reporting and analysis can stay consistent and valuable. To ensure good data is coming into the system, establish a process to validate data collection either via manual inspection or preferably via automated tag auditing to identify incomplete, inaccurate or irrelevant data.

Web Data Current state: x.x Goal state: x.x

Tag and collect unsampled data from all owned digital properties such as web, mobile apps, mobile websites and social media pages to enrich visitor data analysis. Document all new variable and dimension mapping for each additional digital property and include it with web implementation documentation. If your organization operates on a global scale, document the digital tagging structure for how data is reported in a global fashion. To ensure good data is coming into the system, establish a process to validate data collection from each additional property either via manual inspection or preferably via automated tag auditing to identify incomplete, inaccurate or irrelevant data.

Web Data Current state: x.x Goal state: x.x

Use analytics to improve the effectiveness of advertising by integrating impression and click-through data with clickstream data. Utilizing visitor segmentation on this integrated data, you can tailor advertising to acquire more high-value visitors at a lower cost. Make marketing decisions based on a true return on ad spend. Additionally, develop and document internal analytic best practices to reduce training time and cost.

Web Data Current state: x.x Goal state: x.x

Use analytics to improve the effectiveness of your investments in other 3rd party marketing systems by integrating them with data collected from owned digital properties such as email, SEO, and survey data. To control tag proliferation and optimize page loading, utilize tag management to organize all your tags intoa single piece of JavaScript code. Correlate clickstream analysis with unstructured social data to inform sentiment analysis. Enrich segmentation analysis and improve reporting by incorporating basic dimensional meta-data.

Web Data Current state: x.x Goal state: x.x

To assist the sales team in closing more leads and the customer service team in improving client experiences, integrate CRM or master customer record data via unique identifiers and codifying and tracking customer touchpoints to associated revenue. Both Sales and Customer Service teams can see what digital content customers are engaging with and can attribute success events to high value customers.

Web Data Current state: x.x Goal state: x.x

Move from visitor-based to customer-based analysis by integrating data from offline channels such as call center data or point-of-sale data to connect offline and online behavior to establish a 360-degree customer view. Import COGS data to understand profitability of digital channels and demographic data to inform persona analysis.

Web Data Current state: x.x Goal state: x.x

Move from visitor-based to customer-based analysis by integrating data from offline channels such as call center data or point-of-sale data to connect offline and online behavior to establish a 360-degree customer view. Import COGS data to understand profitability of digital channels and demographic data to inform persona analysis.