Analytics is critical to measuring effectiveness. Analytics is at the heart of Performance Excellence. Analytics skills to support critical thinking, problem solving, and innovation are among the World Economic Forum's top 10 skills. All of these capabilities are essential to developing a competitive advantage for your organization.

Find out where your Marketing organization stands when it comes to mastering analytics. Is it among the Best-In-Class or is it Average when it comes to analytics? Use this scorecard to see how your Marketing Analytics capabilities stack up.

We know you’ll find the results helpful!


For each question below, enter a score of 1-10 (whole numbers only) that you believe best reflects your Marketing organization's analytics proficiency. 1 means Not Proficient at all and Have No Mastery; 10 means Extremely Proficient and Have Mastered the Skill.

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Selecting metrics that measure Marketing’s value


Accessing accurate, reliable data


Collecting, storing, and managing data


Analyzing and reporting on performance


Creating data visualizations


Improving Marketing effectiveness with analytics insights


Using data to link marketing activity to business outcomes


Creating dashboards that communicate Marketing’s value


Creating Marketing dashboards that facilitate strategic decisions

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