Digital readiness assessment - Digital readiness assessment

How many of the following types of of data do you currently use to activate your digital campaigns? Third-party audience segments (purchased or platform-provided) First-party CRM/customer data Transactional or behavioral data (purchase history, site behavior) Demographic data Contextual data Inventory or site-based buys No data—campaigns are untargeted

How many of the following types of of data do you currently use to activate your digital campaigns?

Third-party audience segments (purchased or platform-provided)
First-party CRM/customer data
Transactional or behavioral data (purchase history, site behavior)
Demographic data
Contextual data
Inventory or site-based buys
No data—campaigns are untargeted

No data/untargeted1-2 types3-4 types5+ types

Does your organization have a first-party data strategy?

Yes, we have a fully documented, actively maintained first-party data strategyYes, we collect first-party data but it’s not formally structured We are working towards building one but don’t have it yetNo, we primarily rely on third-party data

How confident are you in the accuracy and quality of your first-party data?

Very confident: data is clean and validated regularlySomewhat confident: occasional issues with accuracyNot confident: data quality is an ongoing challenge Not applicable: we do not have first-party data

How do you handle maintaining consistent identity across devices and channels?

We use a dedicated identity resolution platform We rely on platform-first identity matchingWe rely on cookies or basic identifier (like email or IP addresses) and have no formal identity layer We do not have an identity strategy in place

Which of the following programmatic channels are you currently activating? Display Native Audio Connected TV Online video

Which of the following programmatic channels are you currently activating?

Display
Native
Audio
Connected TV
Online video

None of the above1 channel2-3 channels4-5 channels

How would you describe your current personalization capabilities?

Full personalization at scale with 1:1 messaging tailored by real-time signalsDynamic creative where creative is automatically personalized based on audience signalsSome personalization with a few variants for different segments or funnel stageStatic, one-size-fits all creative—same ad served to all audiences

How do you currently optimize your campaigns in-flight?

Real-time optimizations—we use signals to drive continuous updatesWe rely on the platform to make optimizations for usManual optimization—we review performance periodically and adjust campaigns manuallyWe do not actively optimize after launch

What are your primary campaign goals?

Full-funnel—brand through conversion with connected measurementLower-funnel conversion performance Consideration or mid-funnel engagement Brand awareness/upper-funnel reach only

How do you measure campaign success and attribution?

Closed-loop measurement that connects ad exposure to business outcomesMulti-touch attribution (MTA) and/or media mixed modeling (MMM)Last-click or last-touch attributionVanity metrics only like impressions and clicks

How do you currently manage your digital media campaigns?

In-house team, fully self-managedManaged service/full-service partner handles most of the executionAgency-lead (we brief, they execute) Combination of agency/partnerWe are just getting started, no formal structure yet

Digital media campaign readiness assessment