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Download the 2019 Holiday Readiness Guide

Find Your Way to EMR

Please tell us a little about your company’s digital marketing efforts.

Step 1 of 5 - 1 / 5

20%

Paid Digital Media
Which scenario best describes how you're approaching paid digital media?*
SELECT ONE
- We spend most of our budget on brand search and retargeting.
- We spend across multiple digital channels including brand and non-brand search, shopping ads and retargeting.
- We spend across multiple digital and social channels including paid search, paid social, display and affiliate.
- We spend across a full suite of digital and social channels and are regularly testing to find new channels, platforms and programs.
- We are managing media mix across online and offline channels with a full funnel and contact strategy, regularly testing and focused on cross-channel optimization.

Owned Digital Media
Where would you rank your proficiency in website, content and SEO?*
SELECT ONE
- Our website captures leads and/or e-commerce sales, but we haven't spent much time or money on content creation, SEO or conversion optimization.
- We've invested in landing page optimization, content creation, we have an active SEO program and proper tracking is in place.
- We have an integrated SEO program that drives high-converting traffic and the ability to measure revenue by page type and branded / non-branded keywords.
- We have an advanced SEO program producing revenue for non-branded keyword traffic and revenue, along with a sophisticated site testing program optimized based on customer segements.
- Our SEO efforts are done in partnership with UX and media teams who optimize to conversion, along with comprehensive website personalization and analytics.

Marketing Measurement
What data and tech are you using to measure marketing effectiveness?*
SELECT ONE
- We only use platform (e.g., Google, Facebook) data to analyze our digital media effectiveness.
- We use last click data from Adobe or Google Analytics for all channels, but only optimize to e-commerce.
- We use platform and last click data, but have also considered - or implemented - multi-touch attribution.
- We're measuring both online and offline, using multi-touch attribution and have tried to incorporate MMM or incrementality testing.
- We're using multi-touch attribution to measure and optimize across all channels and customer segments through a common set of KPI's.

Organizational Readiness
Describe how your company plans and organizes for digital marketing.*
SELECT ONE
- Our teams work independently across marketing channels and there are gaps in our understanding of digital marketing.
- We create cross-channel strategies and plans, but we continue to activate and budget only at the channel level.
- We take an integrated approach to planning and budgeting, making cross-channel optimizations along the way.
- Our measures of success and incentives include a healthy mix of company-wide and channel-specific metrics.
- We are organized to operate, budget, activate and optimize across channels and we cultivate strong partnerships to develop cross-channel campaigns.

Digital Media Budget
What is your annual budget for paid and owned digital media investments?*
About You
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