Customer Analytics benchmarking Survey

This assessment will score you on your use of data, analytics and modern marketing techniques in your customer engagement programs.

You will get a custom report on where you stand on the Customer Marketing maturity curve.

Take the assessment now!

What are your most important marketing goals?

Improve customer acquisition
Maximize revenue from customers
Improve customer retention (or reduce churn)
Improve return on marketing spend

What data sources do you utilize to understand your customers?

Loyalty program data
Digital behavior – social media, app, e-commerce
Offline data – in-store, email, SMS
Demographics
Location data
Customer service and feedback data

Do you have a single view of the customer across channels?

Yes
No

How do you track and manage customer journeys?

Connect data across steps in the journey to get a unified view
Automate interactions across the journey in near real-time
Measure the impact of journey on KPIs (such as revenue, churn)
Don’t track customer journeys

What types of real-time customer targeting do you use?

Trigger / event based targeting (e.g. app opened)
Location based targeting
Don’t do real-time targeting

Which of these techniques do you use currently use?

Segmentation using data such as gender, last purchase date, product bought, city
Customer life-time value from the entire relationship
Customer lifecycle based promotions
Churn management using algorithms
Look-alike modelling

On what measures do you track campaign effectiveness?

Reactivation of inactive/ lapsing customers
Campaign lift
Response rate
Improved customer engagement (visit frequency/ cross-sell/ SoW)

Which of these tactics do you use for digital campaigns?

A/B testing
Test and control groups
Comparison against universal control group
Attribution modeling
None of the above

What are the new initiatives for this year?

Single view of customer to drive omnichannel
Marketing measurement/ attribution
Hyper-personalized campaigns

Do you have data scientists in your marketing team?

Yes
No

How does your customer marketing stack up against top retailers?