Unlock the power of data-driven success: Uncover your company's biggest blindspots for Customer Experience

Free, 3-minute self assessment.

Level up your digital marketing strategies today!

Take our CX Analytics Maturity Self-Assessment and gain insights into your organization's analytics practices.

3-Minute Self-Asssment

10 Quick Questions to Self-Assess

1. How many of the following types of digital analytics is your company using?

Check all that apply. Leave blank if unsure.

Web or App Analytics

Examples: Google or Adobe Analytics

Product Analytics

Examples: Amplitude, Mixpanel, Google Analytics 4

Digital Experience (or UX) Analytics

Examples: Session replay, Heatmaps, Journeys, friction and error analysis, e.g. Contentsquare, Fullstory, Hotjar, Quantum Metric

Web or App Analytics

Examples: Google or Adobe Analytics

Product Analytics

Examples: Amplitude, Mixpanel, Google Analytics 4

Digital Experience (or UX) Analytics

Examples: Session replay, Heatmaps, Journeys, friction and error analysis, e.g. Contentsquare, Fullstory, Hotjar, Quantum Metric

2. How many of the following additional tools is your company using?

Check all that apply. Leave blank if unsure.

A/B testing

Examples: Optimizely, Kibo, Adobe Target, Dynamic Yield

Voice of Customer feedback or surveys

Examples: Qualtrics, Medallia, GetFeedback, Mopinion

User Research & Usability Testing

E.g.: UserTesting, UserZoom, Hotjar

Speed/Performance tracking(e.g. APM, DEM)

Examples: Dynatrace, Datadog, AppDynamics, Contentsquare

Customer Data Platform (CDP)

Examples: Tealium, Segment

Customer Analytics

E.g.: CRM, Customer Data Warehouse, Marketing data mart, Journey Mapping

A/B testing Examples: Optimizely, Kibo, Adobe Target, Dynamic Yield	Voice of Customer feedback or surveys Examples: Qualtrics, Medallia, GetFeedback, Mopinion	User Research & Usability Testing E.g.: UserTesting, UserZoom, Hotjar
Customer Data Platform (CDP) Examples: Tealium, Segment	Speed/Performance tracking(e.g. APM, DEM) Examples: Dynatrace, Datadog, AppDynamics, Contentsquare	Customer Analytics E.g.: CRM, Customer Data Warehouse, Marketing data mart, Journey Mapping

3. How many of your following teams are using this data?

Check all that apply. Leave blank if unsure.

Marketing

Examples: Acquisition, Brand/Content, Customer Marketing

Ecommerce / Ebusiness

Examples: Ecom, E-Business, Digital Team, etc.

Product

Examples: Product Managers, UX, Design, etc.

Analytics

Examples: Data and insights, experimentation, conversion rate optimization, etc.

Technical teams

E.g.: Operations, DevOps, Engineering, Advanced/second-level support

Other teams

...

Marketing Examples: Acquisition, Brand/Content, Customer Marketing	Ecommerce / Ebusiness Examples: Ecom, E-Business, Digital Team, etc.	Product Examples: Product Managers, UX, Design, etc.
Technical teams E.g.: Operations, DevOps, Engineering, Advanced/second-level support	Analytics Examples: Data and insights, experimentation, conversion rate optimization, etc.	Other teams ...

4. You are what you measure. To what degree are your metrics aligned with your company's strategy? *

Select one.

Everyone's metrics are silo'd

While each person is numbers-driven, we aren't necessarily all swimming in the same direction.

Metrics are aligned to company strategy

The company's key metrics and strategies are documented. Everybody in the team can align their metrics to that North Star.

Metrics are aligned and a Chief Data Officer type role is in place

Examples: VP data and insights, CIO, etc.

None of the above, or I am not sure

...

5. How many of the following use cases is your company optimizing based on data - not just opinion?

Check all that apply. Leave blank if unsure.

Customer acquisition and marketing ROI

Examples: Reduce bounces, increase marketing ROI and return on ad spend (ROAS).

Brand engagement and persuasion

Examples: Optimize content strategy and placement to win new customers to the brand, increase loyalty, and avoid a race to the bottom on pricing.

Remove friction and blockers

Examples: Errors (JS, API, functional), slow speed issues, UX confusion and frustrations

Customer self-service success rates

Examples: Make it easier and seamless for customers to complete their self-service tasks. Reduce contact center volumes and save costs.

Enable everybody to get closer to their customer

Examples: Know thy customer. what is their intent? What influences their decisions? What frustrates them?

Other use cases

Examples: Customer retention, informing omnichannel decisions, etc.

6. Is your company driving action based on data, not just looking at reports?

Check all that apply. Leave blank if unsure.

We create reports and look at data regularly

Examples: We have many reports and dashboards and are eager to close gaps in our data.

We diagnose and resolve the biggest blockers

We learn from the data, course correct, and fix issues with existing journeys, experiments and experiences, starting from the ones that have the biggest revenue impact.

We prioritize new journeys, experiments, features, etc.

We learn from the data and prioritize future actions, experiments, and resource investments by quantifying the (potential) revenue impact.

We've automated action on data where possible

Example: We've automated personalization based on individual level behavior.

We've automated omnichannel action

For example, on our website, apps, stores/branches, a customer will be identified wherever possible and all interactions will be based on the next-best offer that they are most likely to find relevant.

AI does everything for us. (Hands-on is for losers.)

Just kidding. Not yet today, but coming soon in this theater.

7. Democratization of data: Is everyone hands-on with your data to answer basic questions themselves? *

Select one.

We're not hands-on with data and don't have an analyst

Oh boy.

We're not hands-on, but we do have analyst(s)

When we have a question we submit a task for the data and insights team to create a report.

Some of us are hands-on for answering basic questions ourselves

They have access to digital analytics tools and can answer basic questions. That frees up our analysts to solve the million dollar questions.

Most of us are hands-on for answering basic questions ourselves

When we have a decision to make in a meeting we just pull up the analytics then and there. That enables a culture of data-driven decisions.

None of the above, or I am not sure

...

8. To what degree are your digital analytics tools integrated vs. silo'd? *

Select one.

Mostly silo'd: Maybe, 2 of our tools are integrated with each other

We've got multiple of the digital intelligence tools listed above but they are not integrated with each other. Customer segments are not shared across.

3-4 of our tools are integrated with each other.

For example, our Web Analytics and A/B testing are integrated. They are also integrated with our digital experience analytics, session replays, heatmaps etc.

Most or all of our tools are integrated with each other

For example, all of the above, plus session replay and heatmaps are also integrated with our Voice of Customer and APM tools or CDP. Customer segments are shared across digital analytics and marketing platforms..

None of the above, or I am not sure

...

Last two questions please, so you can see how you compare to your peers.

9. Which of these industries are you in? *

10. Where are you located? *

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An unprecedented guide to user experience (UX) analytics

Foreword by Tom Davenport

Published by Routledge, Taylor & Francis