Quiz: Review digital capabilities

Capability Checkpoint A Strategic approach

Please rate your current approach to managing digital strategy within your business on this scale from 1 to 5:

• One. Initial – You don’t have a defined strategy.
• Two. Managed – You have an idea of priorities for online marketing activities, but no specific plan.
• Three. Defined. You have a defined plan with goals and vision linked to strategy
• Four. Quantified. You have a prioritised roadmap for different parts of the business.
• Five. Optimised. You have an agile strategic approach to respond to market demands and opportunities.

Capability Checkpoint B. Performance Improvement Process

Please rate how well you set KPIs and review results from analytics on a scale of 1 to 5:

• 1 — No KPIs
• 2 — Volume-based KPIs, e.g. visits, pageviews. No dashboards.
• 3 — Quality-based KPIs, customised dashboards created.
• 4 — Value-based KPIs, Weighted attribution, Conversion Rate Optimisation.
• 5 — Lifetime-value KPIs, Continuous CRO.

Capability Checkpoint C. Management buy-in

Now rate the support from senior managers in your business for digital initiatives on a scale of 1 to 5:

• 1 — Limited buy-in
• 2 — Verbal support, but inadequate resourcing
• 3 — Sponsorship of digital transformation programmes and increased investment
• 4 — Active championing and review of assessment
• 5 — Integral part of strategy development

Capability Checkpoint D. Resourcing and structure

What about the digital skills and how they’re structured? Please rate digital marketing skills on a scale of 1 to 5:

• 1 — No specialist digital skills in businesses
• 2 — Specialist skills developed or agencies used
• 3 — Dedicated digital resources (larger businesses)
• 4 — Digital skills well developed outside of digital specialists
• 5 — Balanced blend of skills with support to update them

Capability Checkpoint E. Data and Infrastructure

How well do you harness the customer and marketplace insight using technology. Rate on a scale of 1 to 5:

• 1 — Limited – no customer database and limited customer analysis
• 2 — Customer database, systems not integrated, lacking key types of system
• 3 — Partially integrated systems
• 4 — Integrated systems and 360 degree data sources
• 5 — Agile approach to upgrading and integrating systems

Capability Checkpoint F. Integrated customer Communications

Next we moved from managing digital marketing to the techniques for actively promoting your business to attract visitors and develop customer relationships.

How effective is your inbound marketing using search, social media and email marketing to attract and nurture prospects and keep existing customers engaged?

• 1 — Not integrated, limited active use of digital marketing techniques
• 2 — Reliance on push advertising
• 3 — Inbound techniques like search, social, email integrated with landing pages
• 4 — Integrated and personalised communications, e.g. dynamic personalisation in email and on website
• 5 — Media optimised for ROI and to maximize customer lifetime value

Capability Checkpoint G. Integrated Customer Experience

Finally, how good are your website(s) and mobile app(s) in providing a platform for your audiences to interact with your brand online.

• 1 — Limited brochure website, not integrated or mobile optimised
• 2 — Mobile optimised website, not personalised
• 3 — Simple personalisation of site, not integrated with CRM
• 4 — Sites and apps integrated with web, mobile, email and social media
• 5 — Full contextual experiences and recommendations