Template

Digital marketing
benchmarking
templates
Quickly review your capabilities for the key digital marketing
techniques

Author: Dr. Dave

Chaffey
Part of the Digital Marketing Strategy and Planning Toolkit
Content

Introduction

Transform your digital marketing to Digital Marketing excellence

RACE planning lifecycle benchmarking

Actionable Analytics

Campaign planning process

Email marketing and marketing automation excellence

Digital customer experience excellence

SEO capability

Social media governance

Influencer relationship management

International marketing and localisation

E-commerce marketing

Marketing agency services

Digital Marketing Capability Review Templates

© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other 2
Introductio
Benchmarking templates for
improving your digital
marketing

Kickstart your Digital Transformation with our benchmarks

Whatever the size of your business or clients, ‘How do we compare to our competitors?’ is
a common question when companies are looking to get more from their digital marketing.
Great question! But how do you know which capabilities to compare and how can you
structure your review and recommendations of actions to improve results?

These templates edited by Dr Dave Chaffey and our Expert commentators will help you:

þ Review how well you are currently using the key digital marketing techniques
þ Identify the gap with where you need to be to compete
þ Create a prioritised plan of how you need to improve

How do I use the capability reviews?

Our benchmark templates use the recognized 5 point scale of the Carnegie Mellon capability
maturity model which rates different processes from an unmanaged approach as you start
out at Level 1 up to a well-managed process at Level 5.

Score your business from Level 1 to Level 5 for the different ‘best practice’ activities you
are using for each of the core processes we have identified as each row.
What next?
Once you have defined the priorities for
improvement, you can then put in place an
action plan to go to the next level. You may
need new resources, but with our do-it-yourself
7 Steps guides and templates for core SMART objectives
techniques like SEO, Social Media and Email Activities to optimize
u

marketing you can learn and apply the best Defined deliverables
practices.

Alternatively, take our detailed Digital

marketing health check audit for premium
members – this gives an Excel spreadsheet to
improve your activities for each part of the
RACE lifecycle.

If you’re feeling like you’re way behind don’t despair! Digital moves fast and
our research shows many are at an Levels 1 to 3.

All the best for getting to the next level!

Digital Marketing Capability Review Templates

© Smart Insights (Marketing Intelligence) Limited. Please go to www.smartinsights.com to feedback or access our other 3
 AIMING FOR DIGITAL Take your digital marketing to the next level with our
capability assessment. Use our visual checklist to audit
how well your business or clients are exploiting their digital
E
x
MARKETING EXCELLENCE marketing and then plan how to take it to the next level. e
c
© Digit
u
Smar FIVE. Optimised ti
v
al
tInsights Mar FOUR. Quantified e
sk THREE. Defined u
TWO. Managed eting

Capability ONE. Initial Business-aligned

Agile strategic (Mar

prioritised marketing strategy m

A. Strategic
Approach No strategy activities

a
B. Performance Quality-based KPIs Value-based KPIs Lifetime-value KPIs
Improvement No KPIs
Volume-based KPIs
‘Last click’ attribution Weighted attribution Structured experiment
m
No dashboards
CapabilitProcess Business dashboards Ad hoc tests / CRO programme
keting

C. Management Sponsorship and Active championing and Integral part of yr

Int Verbal support, but
y
elli Buy-in Limited inadequate resourcing increased investment approriate investment strategy development
gen
ce)
vie Centralised hub and spoke Decentralisation and Balanced blend of
R and Core skills centralised or
e No specific skills agencies Dedicated resources reskilling marketing skills
w
Structure
T
Limitemplat
ed. E. Data, Martech Partial integrated Integrated systems Latest innovations, e.g. AI
Limited / no Separate data, tools
Please es and Martech stack and data and 360o view data and machine learning can
customer database and IT services
quality controls sources in Martech stack be integrated
g
o F. Integrated Integrated inbound Integrated, Personalised,
Customer Core push activities Media optimised for ROI
Not integrated approach. Last-click Paid-Owned-Earned
to
www Communications synchronised and to maximise CLV
evaluation. media attribution
.
G. Integrated Desktop and mobile Partially personalized Integrated, Personalized Full contexual personalized
s
Customer Static
support, not personalized. desktop and mobile web, mobile, email and experiences and
Experience brochureware
m Landing pages in place. experience social media recommendations
website
a
“Developing “Competent average “Above-sector average “Market leading
“Laggar
r capability” capability” capability” capability”

Refine your Digital Marketing Strategy Check out our hub page http://bit.ly/smartstrategy Join our premium members to download digital marketing
with Smart Insights member toolkits. for our free blog articles and planning template. planning templates and our 7 Step guides to digital strategy.
t
AIMING FOR Take your digital marketing to the next level with our
capability assessment based on our RACE Planning

INTEGRATED LIFECYCLE framework. Use our visual checklist to audit how well your
business or clients are exploiting their digital channels to

MARKETING
identify and prioritise techniques to improve.
#DIGITALBENCHMARKING
5. Optimised
4. Quantified
3. Defined
2. Managed
1. Initial Digital transformation
Multichannel marketing Retention and LTV model.
plan in place. Revenue- implemented. Structured
Plan Creating a Pritoritised activities. Goals 90 day planning. Martech
No strategy. Unclear goals based funnel acquisition testing and optimisation
strategic roadmap not modelled or aligned. roadmap and structured
or prioritisation. model. programme.
Martech adoption ad-hoc. evaluation.
Reach
Build awareness Limited ad hoc use of Search target keywords Structured approach to Programmatic. Regular Media fully optimised
Drive visits paid media. No outreach. defined. Simple use of paid, owned and earned improvements to media. based on attribution and
SEO not proactive. AdWords/online media. media to agreed targets. New media review ad hoc. evaluation of new options.
InterAct
Experience, flow No insight on personas Some hero content and Content marketing and Personalisation optimised. Multivariate testing. High
and content and customer journeys. CTAs for lead personalised journeys to Ad hoc AB testing of quality content marketing.
No content strategy. generation and profiling encourage leads/sales. site sections. Structured testing.
Convert
Build multichannel No paid retargeting. Initial media retargeting. Re-targeting optimised Segmented lifecycle Retargeting and
sales No email welcome or Targeted newsletter. Welcome and abandon emails, personalisation & personalisation optimised
nurture. Simple welcome emails. emails. Personalisation. paid media retargeting . across touchpoints.
Engage
Customer loyalty Limited experience No loyalty programme Customer research Loyalty programme. NPS. Retargeting and
and retention research. Email newsletter Targeted newsletter. informs site improvement. RFM-based email and personalisation optimised.
and social media. No personalisation E-mail re-engagement personalisation Machine Learning applied.
Brand Building
emotional Basic brand identity, Brand values defined, Online value prop defined Brand personality and Fully integrated brand
connection but brand benefits not but not clear on-site. Blog and social media defects researched and reputation management
communicated. Customer reviews. develop brand. acted on promptly. including PR.
Governance
Managing growth Analytics in place, not Analytics reviewed ad-hoc Dashboard performance Value-based KPIs Lifetime value KPIs
approach reviewed. No social media Regular performance reviews. Social 90-day planning review. Structured defect
governance. Skills gap. reviews. Social listening. governance. Digital Skills. Skills improvement. reduction problem
“Improving Lifecycle “Planned Lifecycle “Managed Lifecycle “Optimised Lifecycle
“Basic Lifecycle Marketing” marketing” marketing“ marketing”
marketin

Take your digital marketing to the next level
with Smart Insights premium resources
Subscribe to our business-level membership to download
Check out our Lifecycle Marketing Toolkit page for our
planning templates and best practice guides to improve
advanced resources available to Business-level members
lifecycle
 Adopt actionable analytics to take your data-driven digital

AIMING FOR DIGITAL marketing to the next level with our capability assessment.
Use our visual checklist to audit how well your business

ANALYTICS EXCELLENCE or clients are using analytics to review and improve results

5. Optimised
#DigitalBenchmarking 4. Quantified
3. Defined
2. Managed
Cross-business
1. Initial Dedicated experience
integration and
Wider use in business and media optimisation
collaboration
HiPPO engaged Dedicated analysts resources to implement
A. Management No engagement Simple reporting (larger businesses)
and Resourcing No dedicated resource

Satisfaction scoring
B. Metrics Marketing outcomes Customer Lifetime value
Selection None selected Financial value or proxy KPI dependencies
Last click Media attribution models
Simple media attribution

C. Tools Basic web analytics + Customer-feedback + Voice of customer +Real-time social media + Predictive analytics
(Typical types) Basic Social media + Basic social analytics + Personalisation + Offline report + Econometric models
Basic Email + Benchmarking tools + BI visualisation + CRM/Individual tracking (large businesses)
reporting
D. Analytics Goals Segmentation, Events
‘Out-of-box’ Automated real-
Customisation Custom reports Simple threshhold alerts Fulll dashboards
standard reports time alerts
Mailed reports RACE Dashboards

E. Data Campaign source codes Rules-based AI / Machine learning Data Lakes or Data
Integration None defined, e.g. for Email personalization system personalization. 360 warehouse data
and social media Marketing Automation degree customer storage and analysis
integration view
Persona consideration Optimisation of
None / Ad hoc AB Tests Structured AB testing
F. Optimisation Simple in-page and visitor Personalisation.
HiPPO-led Media testing programme.
path analysis Multivariate testing

Increase in number of
G. Review No structured reviews and Regular 90-day planning defining Continuous programme tests
Process WILFING (weekly, monthly) programme of testing
of new techniques

“Directionless” “Reporting” “Structured testing” “Customer-centric“ “Optimising”

Check our blog for lots of examples of how to Visit our hub page www.smartinsights.com/ Join our premium members to learn how to achieve more
Plan, Manage and Optimize your digital marketing actionableanalytics for our free blog articles, fast actionable analytics by improving KPIs, people, process and
start checklist. tools using our templates and guided learning
AIMING FOR CAMPAIGN Take your campaign planning to the next level with our
capability assessment. Use our visual checklist to audit

PLANNING EXCELLENCE how well your business or clients are planning and
executing campaigns to improve their effectiveness.

5. Optimised
#DIGITALBENCHMARKING 4. Quantified
3. Defined
2. Managed
1. Initial Clear success criteria: Specific objectives per Specific objectives
Response volume, CPA channel modelled per media
Idea of overall response and ROI
A. Campaign General goals Lifetime value assessed platform
No other success criteria Full use of analytics
goals and No SMART objectives in time
Basic analytics tracking campaign tracking
tracking No analytics tracking

B. Campaign Audience characteristics New options included

Limited research Top-level demographics
insights and and motivation considered Detailed targeting within targeting:
Poorly-defined audience used for targeting
targeting in targeting 70:20:10 rule

Known core offer, but Clear primary and Audience journeys, Offer testing during Offer testing before and
C. Campaign secondary offer and secondary offers Keywords and competitors campaign, Real-time during campaign
theme and offers messaging not known Online brand benefits reviewed marketing response Real-time marketing

Campaign response not Custom attribution

D. REACH: Media Top-level media Detailed channel Attribution considered
modelled. models used.
plan and budget budget created budget for campaigns during budgeting
Poor integration. New media options tested.

E. ACT: Audience Limited use of Landing Limited core content Audience journeys and Detailed editorial plan.
assets to support Testing of new interactive
interaction and Pages or interaction. range of content assets Outreach built-in to
campaign. Top level content assets
participation No Editorial plan. considered content campaign
plan.
F. CONVERT: Limited campaign More advanced Retargeting optimised
Full retargeting through
Optimise and retargeting follow-up or retargeting, e.g. Google Offline contact prioritised
Simple retargeting, e.g. in social networks and Email
test Sales optimisation RLSA based on lead-scoring
Google Display Network
G. ENGAGE: Social sharing and Attribution reviewed post
Social proof Detailed campaign
Sharing and campaign review not campaign. Lifetime value
Sharing facilitated through Post-campaign review review
review considered assessed in time.
sharing buttons only
“Integrated “Integrated plans with “Coninuous optimisation of
“Unplanned campaigns” “Starting to plan” real-time response“ campaigns and media”
campaign
Take your campaign planning to the next level Check out our hub page http://bit.ly/smartrace for our Join our premium members to download planning templates
with Smart Insights member resources. templated download. and our 7 Step guides to Campaign Planning.
AIMING FOR EMAIL AND Take your Email marketing to the next level with
our capability assessment. Use our visual checklist to
audit
how well your business or clients are exploiting their email

EXCELLENCE Optimised
“Integrated lifecycle

#DigitalBenchmarking Defined
Quantified
“Starting to integrate”
targeting”

“Starting to automate”
Managed
“Targeted emailing”
Initial Value reporting Hurdle Response data > CRM
“Pray and spray” ‘Beyond the click’ tracking rates and activity system/warehouse
Regular report of opens/ of marketing outcomes engagement levels
Email capabilities Simple response clicks Segment tracking
and evaluation tracking

List-building options
List quality Not managed increased List quality improved Reactivation and removal Preference centres
Privacy law compliance
Targeting Full lifecycle sequences Additional sequences
(relevance) None: ‘Pray and Spray’ Demographics Basic triggers
Lead scoring and grading added

Proposition and Increased frequency

communications More automations, Full lifecycle automation, Optimised automations
Newsletter and Eblasts Marketing Automation, e.g.
strategy e.g. nurture e.g. Reactivation emails and frequency
Welcome email

Video review Advanced real-time

Creative and
Simple headers Multiple templates Dynamic content insertion Mobile optimised content, e.g.
templates
weather, location

Feedback loops
Delivery Not reviewed Reported Reported by ESP Continuous monitoring
and
delivery
service
Multivariate testing
Experiments with different Structured offer/subject Layout reviews
Optimisation None Use of AI and Machine
offers/subjects testing AB testing
Learning

Take your Email marketing to the next level Check out our hub page http://bit.ly/smarteremail for Join our premium members to download email marketing
with Smart Insights member resources. our free blog articles, fast start checklist. planning templates and our 7 Step guides to email marketing.
ONLINE CUSTOMER EXPERIENCE
Improve your online customer experience by using our visual checklist to review your
capabilities for management, evaluation and personalisation.

EXCELLENCE REVIEW

5. Optimised
4. Quantified
3. Defined
2. Managed
1. Initial Dedicated team
Clear responsibilities in
Defined individual each area of business
(larger organisation)
Ad hoc - cross-functional responsible
A. Responsibility No defined responsibility responsibility

Value of interactions Long-term value Long- Detailed understanding of

B. Evaluation and Volume of Quality of interactions and
Simple satisfaction term engagement Loyalty and satisfaction
KPIs interactions short-term engagement
assessment (Hurdle rates) drivers

C. Journey
Limited understanding Path analysis in analytics Visitor intent surveys Usability studies Cross-channel analysis
Analysis
of journeys Simple funnels e.g. panels
Techniques

Ad hoc changes Ad hoc tests

D. CRO Process No optimisation Simple AB test Continuous structured
“Suck-it-and-see” Multivariate testing testing programme
on key pages

E. Personalisation Limited dynamic Cross-journey Optimising

Specific content
Techniques None for Personas personalisation personalisation personalisation

Website not integrated Simple cross-channel Mobile support Full range of cross- Optimised multichannel
F. Integration
with other channels signposts and offers Remarketing (paid media) channel services integration

Web Analytics Simple analytics Personalisation Advanced Personalisation Real-time feedback tools
G. Tools
(not customised) customisation. Surveys.

“Hope for the best” “Taking control” “Pulling all main levers” “Long-term perspective“ “State-of-the-art”

Improve your ROI from Online marketing with Check out our hub page http://bit.ly/smartexperience Join our Expert members to download best practice advice
Smart Insights member resources. for our free blog articles and Ecommerce “Bible”. and templates on improving Ecommerce Marketing.
SEO CAPABILITY REVIEW Take your SEO to the next level with our capability
assessment. Use our visual checklist to audit how well your
business or clients’ are exploiting their SEO to identify and
prioritise areas to improve.

#DIGITALBENCHMARKING
5. Optimised
4. Quantified
3. Defined
2. Managed
Integrated responsibilities Skills and capacity to
1. Initial Keyword gap analysis. and teams in larger respond immediately to
Target keyword lists. SMART objectives organisation. most issues.
No proactive use of SEO. Basic audit completed. and KPIs. Segments in
A. Targets, Audit Dedicated SEO resource SEO activities prioritised.
and Resourcing No dedicated resources Analytics.
for SEO. Top-level goals to improve.

B. Indexing and Not audited and no Using Google Search Mobile optimised. Site section/content Site section/conte
Crawling exclusions. Console (GSC) to Using Geo-targeting, specific reporting specific reporting a
Duplicate content monitor. Some Schema markup as and improvements. optimisations.
likely. exclusions set up. relevant.
Page Titles, headings and Page Titles, headings
C. On-page Not proactive. Usually an Structured testing of Title/ Continuous optimization of
copies used to support and copy engineered to
Optimization afterthought Description/Keyword Use. key content types.
SEO. support SEO.

Cornerstone or Content types and

D. Content No content marketing Integrated Content/PR Use of community and
Skyscraper content formats selected for SEO
Marketing strategy. and SEO campaigns. UGC supports growth.
created to support SEO (and marketing goals).

Links mainly organic, plus More use of outreach. Structured outreach Consistent quality of
E. Link building No record of external links. from some partners. Link Backlink profile reviewed programme linked to content limits need for
re-configuration as need. for balance. Disavowing. campaigns. outreach.

Some testing of internal

F. Internal Some use of internal links Navigation designed to
Not assessed. link methods along with Internal linking optimised.
Linking to support SEO. support SEO.
usability.

G. Measurement Top-l evel target Contribution of SEO Segments to assess Good knowledge or Capacity to
and reporting defined. known and tracked value (VQVC). GSC performance across immediately identify
keywords
through time at top level. Detailed
APIs. keyword/content Keyword
site. Deltas monitored compared to competitors.
problems

“Not Proactive” “Reviewing effectiveness” “Applying best practices” “Improving“ “Best-in-class”

Take your SEO to the next level Check out our hub page http://bit.ly/smarterseo for Join our premium members to download search planning
with Smart Insights member resources. our free blog articles and Fast Start checklist. templates and our 7 Step guide to SEO.
AIMING FOR SOCIAL Take your Social Media Marketing to the next level with our
capability assessment. Use our visual checklist to audit

MEDIA EXCELLENCE your business or clients’ use of Social Media Marketing and
then create an action plan with our social media resources.

Optimised
#DIGITALBENCHMARKING Quantified
“Fully-integrated
Social strategy”
“Starting to integrate”
Defined
“Starting to Plan”
Managed ROI reviewed.
“Using Social” Goals agreed throughout
Initial Attribution using analytics. the business
“Starting out with Social” SMART objectives defined
Social media integrated Social integrated into Social a key part of
1. Goals and into website. Automated offline campaigns. integrated multi-channel
No goals beyond ‘doing General goals defined.
Channel Email integration. strategy
social media’. Social buttons on website.

2. Social Monitoring of brand Defined process for Proactive PR - Influencer Proactive outreach to
No Socia l Med ia
Listening and mentions. Reputation customers reporting outreach customers. Inputting into
Monit oring
Governance Management issues via social Social Media care New Product Dvlpt.

No planned content
3. Content
creation. Page updates
Planning
only - not linking to hub.
Social hub/blog with
content being created and
shared in social updates
Monthly content plan with Longer-term 90 day 90 day content plan
key content thems and with themes which are
content plan with themes
engaging assets. announced and integrated.
for different audiences.

4. Interaction Proactive interaction with Community management Team in place for

Limited, reactive interaction Monitoring and replying
and community fans, influencers company resource for facilitating personalised replies and to
on social media. to comments.
management pages. Social care. discussions. Localised. facilitate discussion 24/7.

5. Company Branded pages on priority Branded pages set up on Branded pages set up on Additional page features
Pages set up, but not well
Page social channels (e.g. common and newer social channels requiring non- such as integrated videos
branded. channels (e.g. Pinterest)
Optimisation Twitter, Facebook) text content e.g. YouTube and apps utilised.

Experimenting with Targeted ads to boost Remarketing for leads Optimised investment
6. Paid
Not using paid advertising. promoting updates page fans, site visits or or sales. Power Editor in based on attribution and
advertising
without targeting leads Facebook. ROI review.

Recording basic stats Benchmarking reach, Using analytics tools to Integrated dashboard of
Not analysing page of growth (e.g. Page interaction rates. Tracking evaluate behaviour of Social media performance
7. Evaluation
statistics.
Followers, Likes). site outcomes. audience. Attribution. and alerts on key issues.

Check out our hub page http://www.smartinsights.

Take your Social Media marketing to the Join our Expert members to download Social Media
com/social-media-marketing/ and our free blog
next level with Smart Insights member resources. marketing planning templates and social network guides.
articles, and Fast Start checklist.
INFLUENCER RELATIONSHIP Take your IRM to the next level with our capability
assessment. Use our visual checklist to audit how well your

MANAGEMENT EXCELLENCE business or clients are exploiting their influencer outreach

to identify and prioritise areas to improve.

5. Optimised
#DIGITALBENCHMARKING 4. Quantified
3. Defined
2. Managed
Optimisation based
1. Initial Good continuous ‘always-
on annual and end of
Good campaign-based on’ and campaign
Ad hoc activity process campaign reviews
processes
A. Audit IRM Limited activity Repeatable process ‘Sufficient’ resource
process No process ‘Insufficient’ resource

Targets for number of Detailed funnel targets and Influencer activity targets Influencer pogramme
B. Set goals No targets
influencers performance review by segment ROI targets

Dedicated influencer
C. Select No tools Spreadsheets Process for using tools Process for optimizing
outreach and tracking
technology effectively using tools
tools

Appropriate tactics
D. Segment Market influencers Influencers better known, Influencers categorised Programme for refreshing
suitable to types of
influencers not known not categorised and prioritised influencers as needed.
influencers

No / unsuitable assets Basic assets Ad Some quality assets

E. Content No hub hoc blogging Influencer-generated Refined strategy process
More segmented content
strategy No strategy Campaign plans Basic strategy and plan Full 12 month plans

Limited influencer Mainly content-based Fully-managed process

F. Manage No process More continuous
involvement with content outreac including crisis
outreach Organic sharing outreach
No paid deals Paid deals management

Influence on leads and

G. Evaluate and Basic tracking of Impact of influencers and Comparison to competitor
No measurement sales known from URL
measure ROI total visits ROI known programmes known
PDF and social tracking

“Limited outreach” “Ad hoc outreach” “Structured IRM programme” “Optimizing IRM programme“ “Optimized IRM programme”

Take your IRM to the next level with Check out our influencer outreach guides and Join our premium members to download our templates and
Smart Insights premium member resources. editorial calendars to improve your approach guides to campaign and content marketing strategy.
 INTERNATIONAL Take your International Marketing to the next level with
our capability assessment. Use our visual checklist to
audit your business or clients’ use of Localisation for

©
Di
git
Sm
BEST PRACTICES Optimised
“Fully-localised”
ar
t #DIGITALBENCHMARKING Quantified
“Starting to optimise”
al
Insi Defined
Ma
ghts “Localisation managed”
r
Managed
k “Starting to localise” Region-specific cross-
Initial IT/marketing/sales business & cross-
(Ma
“Limited localisation” Defined roles and
reti responsibilities for each department integration & disciplinary integration and
1. Roles and region but online activity collaboration collaboration
ng No defined roles or Ad-hoc responsibility for
responsibilities international websites siloed
responsibilities
k
Ca
Data-driven localisation Regular situation review +
pa 2. Strategy and No localisation strategy or Single localisation strategy Separate localisation
strategy with clearly agile strategic approach to
bilit planning plan for all territories strategy for each territory
defined SMART objectives localisation
e
ti
n
g Separate multi-language Defined approach to Infrastructure decided on Optimised infrastructure
3. Infrastructure Single language site
I websites hosted in target infrastructure in different a case-by-case basis to – CDNs, page speed
and data hosted in home territory
n regions with ccTLD or regions support users in target analysis & optimisation
t
elli
y
gen
ce) Content created is not well Additional static content All forms of content such as
Content is ‘culturally
vie 4. Content No local content created tailored to local market developed to increase interactive tools and video
R customised’ to local needs
e needs local relevance are localised where effective
w
Lim No search marketing strategy Source keywords Localised keyword Structured on page TDK Dedicated outreach
it T 5. International / SEO limited to on page identified and translated research, target keywords programmes, PR, conten
testing, tracking across
ed.
em search marketing content in source language for target language & onsite optimisation languages and territories marketing on local sites
pla
t
Limited customer support Basic understanding of the Site structure and content Usability studies for Fully personalised for
6. Customer
and little understanding of customer journey but no optimised for customer localised user journeys, user preferences in each
experience
Ple
customer journey action taken journey – but not localised key markets optimised territory
ase
es 7. Analytics, Analytics installed but Reporting based on traffic Simple page, visitor path Localised dashboards per Dynamic optimisation of
optimisation and not customised for lcoal volumes, measurement of analysis and AB tests of region, multi-variate testing personalised content and
g reporting reporting or KPIs traffic per territory content per territory & segment/region competitor benchmarking
o

to
w
w
w Check out our hub page http://www.smartinsights.
Take your International marketing to the Join our premium members to download Digital
. com/international-marketing/ and our free blog
next level with Smart Insights member resources Transformation templates and guides
articles
s
AIMING FOR E-COMMERCE Take your E-commerce marketing to the next level with our
capability assessment. Use our visual checklist to audit

MARKETING EXCELLENCE how well your business or clients are exploiting their digital
channels to identify and prioritise areas to improve.

#DIGITALBENCHMARKING
5. Optimised
4. Quantified
3. Defined
2. Managed
1. Initial Digital transformation
Multichannel marketing Retention and LTV model.
implemented. Structured
Plan Pritoritised activities. plan in place. Profit-based 90 day planning. Martech
testing and optimisation
Creating a No strategy. Unclear goals. Sales goals, not modelled. funnel acquisition model. roadmap and structured programme.
strategic roadmap Martech adoption ad-hoc. evaluation

Reach Limited ad hoc use of Search target keywords Structured approach to Programmatic. Regular Media fully optimised
Build awareness paid media. defined. Simple use of paid, owned and earned improvements to media. based on attribution and
Drive visits SEO not proactive. AdWords/online media. media to agreed targets. New media review ad hoc. evaluation of new options.

Interact No insight on customer Footfall to different site Content marketing and Merchandising optimised
Multivariate testing. High
Experience, flow journeys. Limited insight on sections and product merchandised journeys to AB testing of different
quality content marketing.
and content product popularity categories understood. encourage purchase. site sections.

Convert No paid remarketing. Initial media retargeting. Re-targeting optimised Segmented lifecycle Retargeting and
Build multichannel Simple broadcast Targeted newsletter. Welcome and abandon emails, personalisation & personalisation optimised
sales newsletter. Simple welcome emails. emails. Personalisation. paid media retargeting. across touchpoints. AI.

Engage Limited experience No loyalty programme Customer research Loyalty programme. NPS. Retargeting and
Customer loyalty research Targeted newsletter. informs site improvement RFM-based email and personalisation optimised
and retention Customer newsletter No personalisation email re-engagement personalisation across touchpoints. AI.

Brand Basic brand identity, Brand values defined, Online value prop defined Brand personality and Fully integrated brand
Building emotional but brand benefits not but not clear on-site. Blog and social media defects researched and reputation management
connection communicated. Customer reviews. develop brand. acted on promptly. including PR.

Governance Analytics in place, not Dashboards for regular Lifetime value KPIs
Analytics reviewed ad-hoc Value-based KPIs
Managing growth reviewed. Ad hoc trading weekly trading reviews. Structured defect
Regular trading reviews. 90-day planning review.
approach reviews reduction problem

“Improving E-commerce “Planned E-commerce “Managed E-commerce “Optimised E-commerce

“Basic E-commerce Marketing”
marketing” marketing“ marketing”
marketin
Take your E-commerce marketing to the next level Check out our E-commerce Toolkit page for our free Join our premium members to download planning templates
with Smart Insights member resources E-commerce mistakes checklist and best practice guides to improve retail E-commerce
TRANSFORMING Take your agency to the next level with our capability
assessment. Use our visual checklist to audit how well your

MARKETING AGENCY agency is running its new business and account growth to
identify and prioritise areas to improve.

SERVICES 5. Optimised
#DIGITALBENCHMARKING 4. Quantified
3. Defined
2. Managed
1. Initial Services roadmap aligned
Agile approach: modified
Defined service as market / tech develops
Services based on own propositions to business growth plan
A. Digital Not offered or sporadic, skills, experience and communicated to market
services offered reactive client and market drivers

Quant and qual results, Ongoing evidence based

B. Value Understood but not well Clearly defined with
Not considered case studies, testimonials case studies, attracting
Proposition articulated with proof supporting statements
and agency registers desirable new business

Scheduled client
C. Existing client Some of team: ad hoc Agency-wide account Tracking of account
Not considered feedback, Net Promoter,
growth approaches to clients growth planning targets by service type
ongoing proactive

Clear new business Opportunities assessed on Planned pipeline, defined

D. New Business No roadmap or Audit of past wins and
strategy, defined tasks and merit, agreed investment team, plan refined based
Framework methodology profitable business
roles level per opportunity on learnings re wins/loses

Benchmarking the Estimate vs actual Value vs time and rates

E. Pricing & No pricing or estimating Estimating framework
market, analyse historic effort / cost tracked for model assessed per
Estimating model used, rate card/s defined
cost v revenue per team profitability engagement, rates flexed

No defined digital Clear process flow, MI. and profitability

F. Process & Some documentation but Workflow platform used
marketing processes in document suite, roles reporting across client,
workflow not across all services across agency
place defined project

Potential partners audited, Team roles defined, Ongoing talent acquisition, Attracting award-winning
G. Teams / No digital strategy or
in-house talent assessed partner contracts in place, development plans for talent, strong industry
resources delivery capability in house
for training needs talent recruitment plan staff profiles
“Competent -
“Developing capability” “Above average capability“ “Market-leading capability”
“Laggar average capability”

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