The detailed MAST questionnaire allows Quaero to compare your company's marketing efforts to best-in-class standards (industry and overall), diagnose areas for improvement and highlight opportunities for bridging gaps. Easy to complete and insightful in response, Quaero's proprietary MAST diagnostic draws upon our extensive thought leadership and experience with top marketing organizations.

Quaero will analyze your MAST results and provide feedback and recommendations for improvement in specific areas of your marketing organization.




Please Tell Us A Little About Your Organization
 
What industry is your organization in?
What is your organization's total marketing spend?
How many employees are in your organization?
What is your role in the organization?


For each question below, please select the appropriate response from the drop down list provided.
* Denotes a required field.

Question     Answer
Marketing strategy is well defined and aligned with corporate goals.
     *
Indications of alignment might include involving corporate strategy planners in the creation of marketing strategy, or agreement on measurement approaches.
 
Campaign goals are consistently aligned with marketing strategy.
     *
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.
 
Marketing has effective strategic and annual planning processes.
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Effective strategic and annual planning processes produce a clear documented statement of marketing focus areas and priorities as well as corresponding measurable goals.
 
Marketing has effective individual campaign planning and execution processes.
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Process examples include - strategic and business planning, campaign planning, campaign execution, response tracking, predictive modeling and campaign performance analysis.
 
Marketing has effective prioritization and decision-making processes.
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There are unambiguous and consistelty applied rules for selecting the investments of dollars and resources that marketing will focus on.
 
Marketing can accurately measure the return on investment on individual campaigns or other specific initiatives.
     *
The investments and returns associated with indiviudal marketing projects are consistently measured and assessed.
 
Marketing executives can easily access reliable information on overall marketing performance.
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Executives have mechanisms such as a dashboard which focus on the few critical metrics which give an accurate read on how marketing is performing at the aggregate level.
 
Technology is effectively leveraged to optimize marketing performance.
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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.
 
Marketing has a fact-based and data-driven culture.
     *
Decisions are made based on evidence and insights derived from reliable data.
 
Marketing continually develops and applies insights into customer needs and behavior.
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Customer needs and behaviors are continually analysed using advanced techniques to predict sand quantify future opportunities and risks.
 
Marketing roles and responsibilities are well defined.
     *
Well defined may mean, for example, that accountabilities are clear and that roles are documented and widely communicated.
 
Marketing has an effective organization structure.
     *
Being "effective" means having a structure which facilitates smooth operation within and between teams, and also with external business partners.
 

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