What We Do

Test your marketing performance management level!

Organizations vary widely in their ability to exploit analytics. This variation in "analytic maturity" prevents many companies from realizing the full potential of their marketing spend. Moving up the "maturity scale" is the key to realizing that potential by increasing marketing ROI, accountability and effectiveness.

Are you interested in finding out on which level your marketing management skills are on? Is your company an "Advertising Hostage", meaning that great advertising is seen as great marketing or do you perhaps reach the level of being a "Brand Builder" where the brand is the king and all money is spent on branding.

If you reach the highest level your marketing process is defined, structured and valued as a corporate asset. All marketing activities and decisions lean on fact based data. This is world-class marketing!

Take the test and read more about the levels and benefits of moving up the scale.

Note. When we talk about consumer, it can be equivalent with customer or client.

Which of the following best describes the role of marketing in your corporation/organization?

Marketing plays a strategic role in developing business overall
Marketing has primarily a communicative role (advertising, PR etc)
Marketing is primarily a sales support function
Not clearly defined

Does marketing play a role in your corporation/organization in the following areas?

Product strategies (e.g. product portfolio and brands, packaging)
Pricing strategy and discounts
Promotion (e.g. advertising, publicity, sales promotion)
Distribution channel strategies

Which of the following statements do you agree with?

Our marketing organization does copy testing regularly
Our marketing organization does continuous tracking
Our marketing organization continuously tracks business performance through various measurements
Results of marketing activities are measured with ‘soft’ KPI (like awareness or brand liking)
Brand health is the focus of analytics
Results of marketing activities are measured with incremental sales
Profitability and growth are the most important metrics in our marketing organization
Measurements are used to justify decisions that have already been made
Analytics drive marketing decisions
In our organization learnings regarding marketing are passed on in discussions
All our learnings regarding marketing history are documented
Marketing performance is tracked during execution and corrective measures are taken when needed
The marketing process drives integration of innovation across our organization
We have a defined and structured marketing process in our organization
Analytics is mostly incorporated in the planning processes
Analytics and data integration are available on-demand throughout the year
Data and analytics for decision making is available on continuous and ongoing basis
Our research organization is a support function
Our research organization is a decision driver
Our marketing organization understands how to develop brand equity so that the result is increased sales
Our marketing organization uses marketing mix modeling to analyze ROI for marketing vehicles
Our marketing organization uses analytics for predictive applications and causal forecasting
We have rich customer understanding, including e.g. operational segmenting
Customer data is a strategic asset for us

Which of the following indicators are used in your corporation/organization and
how often are they measured?

	Currently in use and in continuous monitoring (twice a year or more often)	In use ad hoc basis (yearly or more seldom)	Not in use
Awareness (unaided/aided)
Preference
Purchase intent (likelihood of buying)
Consumer/user satisfaction (meeting the expectations)
Amount of client complaints
Brand/company image/personality (identity)
Amount of users/customers
Amount of new users/customers
Amount of new leads/inquiries (amount of new prospects)
Loyalty (for example, how many (%) bought last and this year)
Conversion rates (e.g. from leads to sales or from trial to usage)
Customer lifetime value, CLV
Price sensitivity/price elasticity
Promotion driven purchases
Return on marketing investment, ROMI (e.g. Euro per invested Euro)
Return on marketing investment per brand
Return on marketing investment per activity
Number of new products within a specific time frame (new launches)
Sales from new products (net sales, sales value)
Margin from new products (sales margin)

Is the Marketing Director/ CMO a member of the
executive board/ management team in your corporation?

Background information

Position in the organization

Chief executive officer, CEO / Executive Vice President / Chairman of the board
Marketing Director
Marketing Manager
Brand Manager
Sales Director
Sales / Key Account Manager
Other

What is your company's turnover?

Current year:
Next year (estimate):

Number of employees in your company

What portion of your company’s turnover comes from the following
types of products and/or services?
The sum of all different options should be 100. Answer zero, when no turnover.

Consumer goods:
Consumer services:
Capital goods/productive goods:
Business to business services:

My company has operations

Locally
Nationally
In the neighboring areas (Nordic countries, Baltic region, Russia)
Europe wide
Globally

What We Do

Test your marketing performance management level!

Background information

Contact us

Subscribe Newsletter