Data and Tech
Full Scan
A holistic review of marketers’ data and tech approach for actionable strategic and tactical recommendations.
Data and Tech Full Scan
A holistic review of marketers’ data and tech approach for actionable strategic and tactical recommendations.
Our Data and Tech Full Scan service provides a comprehensive review of marketers’ technology stack, data foundation, and data deployment approach. We help uncover an optimal, future-resilient, data-driven marketing roadmap centered around business outcomes and MadTech fit. All this is done with respect towards privacy while prioritising the judicious application of automation and AI. The service is comprised of the following complimentary modules:
Each module evaluates a marketer’s relative maturity and proficiency against a set of capability areas. These areas and high-level criteria for each are as follows:
STRATEGY
DATA & TECH ROADMAP
Relative completeness, synergy and maturity of clients’ data strategy, MadTech stack architecture and deployment roadmaps.
ORGANISATIONAL ALIGNMENT
Senior leadership buy-in, cross-functional collaboration, and required skillsets present for data and tech iniatives.
MADTECH ROI
The extent to which MadTech investments are generating requisite value in marketing returns.
FOUNDATION
DATA CAPTURE
Volume, granularity and coverage of site/app tags and associated tracking parameters for data collection as well as the operational processes that enable.
DATA INTEGRITY
Consistency, clarity and utility of naming conventions and other data hygiene parameters across all levels of setup & the processes that enable.
IDENTITY RESOLUTION
Scaled interoperability of customer/user datasets and the degree of identity resolution and fragmentation between data silos.
DEPLOYMENT
ACTIVATION & EXPERIENCE
Sophistication and efficacy of intra and inter-channel audience targeting, customer journey creation/optimisation, and cross-functional orchestration.
AUDIENCE MODELING & INSIGHTS
Usage of platform lookalike modeling features, in-house modeling techniques and insight generation based on business value metrics.
VALUE-BASED OPTIMISATION
Degree of campaign optimisation based on actual business value metrics. From manual solutions to automated deployment.
ATTRIBUTION & MEASUREMENT
Campaign attribution and effectiveness measurement based on incrementality, completeness, and proximity to business value.
Our service is delivered via a holistic and system process inclusive of high-level business strategy to in-platform configuration and data reviews.
KICKOFF
Develop clear problem statements and evaluaton guideposts
- Business background
- Objectives & challenges
- Overview of marketing data and technology current state
QUALITATIVE EVALUATION
Perform maturity scoring, identify use cases and scope technical audits
- Structured surveys, interviews, focus groups
- Core modules – Strategy, Foundation, Deployment
TECHNICAL EVALUATION
Targeted technical analyses to solidify tech stack and use case strategy and design
- Platform configuration
- Privacy protocols
- Tag management
- Identity and data signals