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For each question below, please select the appropriate response from the drop
down list provided.
* Denotes a required field.
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Campaign goals are well aligned with overall marketing strategy.
1
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*
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Alignment means sharing and driving towards the same ultimate objectives. Aligned campaigns can clearly and easily be linked to the corresponding elements of marketing strategy
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Key marketing processes are followed consistently.
2
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*
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Process examples include - strategic and business planning, campaign planning, campaign execution, response tracking, predictive modeling and campaign performance analysis.
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Key marketing processes are well defined.
3
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*
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Process examples include - strategic and business planning, campaign planning, campaign execution, response tracking, predictive modeling and campaign analysis.
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Direct and mass marketing are managed as complimentary parts of the overall marketing portfolio.
4
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*
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The marketing portfolio consist of all of the marketing tactics, media and vehicles used to create awareness, stimulate consideration and encourage purchase.
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Mass marketing impact is quantified in a reliable way.
5
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*
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Examples of mass media include advertising (TV, radio, print, etc.), sponsorship, and merchandising.
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Marketing plays the primary role in defining the customer experience.
6
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*
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Playing the "primary role" means that Marketing defines the experience in partnership with other stakeholders based on its knowledge of customer behavior and preferences, and has ultimate say in deciding on the content and timing of customer interactions.
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Marketing performance results are credible to stakeholders.
7
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"Credible" means that stakeholders trust and rely on the performance numbers published by marketing.
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Targeting strategies are used to prioritize potential contacts.
8
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*
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Prioritization may be done on the basis of highest customer potential, highest existing customer value, greatest propensity to transact or respond, and so on.
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Technology is used to optimize marketing performance.
9
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*
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Enabling marketing technologies might include campaign management software, marketing resource management software, marketing databases, data mining applications and business intelligence tools.
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Marketing uses data effectively.
10
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*
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Uses might include developing targeting mechanisms to prioritize contacts, customizing offers and communications, and predicting future behavior.
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