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State of Generative AI and its Application in Marketing

Research to understand the adoption, impact, and future trends of artificial intelligence in marketing strategies

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AI's Impact on Marketing May Be Getting Easier to Quantify

A pilot by Kroger and MMA Global yielded impressive results and valuable takeaways for marketers

The MMA SMARTIES Awards is the world’s only global modern marketing awards program honoring innovation, creativity, and success – highlighting the teams and talent that push the boundaries of modern marketing to reach and engage with consumers in all marketing channels. Gain recognition worldwide and be counted amongst the best in the modern marketing community. The SMARTIES recognizes regional winners, country winners and Global winners in addition to Industry Awards. You can select from a combination of global, regional and local options. Enter a single campaign in multiple categories.

Released:

July, 2023

Region:

Global

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Data Maturity Assessment

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Data Maturity Map v2

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Q1. Which of the below represent leadership’s attitude and readiness towards future changes in the consumer data and marketing strategy?

Q2. Has your company established a clear vision and roadmap for the application of consumer data in marketing and customer experience?

Q3. How well is data strategy informed by business strategy in your organization?

Q4. How much of the value you get from using consumer data is associated with each of the following goals?

	Percentage (0-1)
Top Line Growth	Top Line Growth
Operational Efficiency and Margins	Operational Efficiency and Margins
Speed to Market	Speed to Market

Q5. For 2022, how much value did your company extract from the application of data in each of the following areas?

	Value (0-6)
Audience Strategy & Insights	Audience Strategy & Insights
Campaign Activation	Campaign Activation
Measurement & Optimization	Measurement & Optimization
Personalized Omnichannel Experience	Personalized Omnichannel Experience
Product Strategy & Innovation	Product Strategy & Innovation

Q6. Which of the following best describes the breadth and depth of overall consumer data that is available to drive decision making?

Q7. Which of the following best describes how your organization trusts the quality of its consumer data overall to drive decision making?

Q8. Which of the following best describes how effectively your data management systems for first (1P) and third party (3P) consumer data are integrated and accessible at an organizational level?

Q9. How advanced are you in each of the below areas?

	Value (1-4)
Identity Management / ID Graph	Identity Management / ID Graph
DMP (Data Management Platform) / CDP (Customer Data Platform) / DSP (Demand Side Platform)	DMP (Data Management Platform) / CDP (Customer Data Platform) / DSP (Demand Side Platform)

Q10. What is the trend for your mix of data sources for each of the following (when considering the last 1-3 years)?

	Value (1-3)
First Party (1P)	First Party (1P)
Second Party (2P)	Second Party (2P)
Third Party (3P)	Third Party (3P)

Q11. How much do you rely on each of the following types of data to make decisions?

	Value (1-4)
Brand scores (e.g., NPS)	Brand scores (e.g., NPS)
Advertising exposure data	Advertising exposure data
Sales and conversion data	Sales and conversion data
Engagement data (e.g., traffic/visits, email click through, SMS / Text, etc.)	Engagement data (e.g., traffic/visits, email click through, SMS / Text, etc.)
Store traffic data	Store traffic data
Customer profile data (e.g., loyalty)	Customer profile data (e.g., loyalty)
Location-based data	Location-based data

Q12. Which of the following budgeting processes has the biggest impact for your organization?

Q13. How advanced are you in each of the below areas?

	Value (1-4)
Analytics	Analytics
Automation / AI (Artificial Intelligence) / RPA (Robotic Process Automation)	Automation / AI (Artificial Intelligence) / RPA (Robotic Process Automation)
Next Best Action / Journey Orchestration	Next Best Action / Journey Orchestration

Q14. Which of the following describes your marketing organization’s access to advanced analytics and data science resources?

Q15. Which of the following best describes the status of validation in your organization?

Q16. Which of the following best describes how your organization defines and structures formal consumer data governance and activities?

Q17. Which of the following best describes how transparent your organization is to customers on how their personal data is being used?

Q18. Which of the following describes the processes and procedures in place to ensure your organization addresses periodic regulation?

Q19. Which of the following describes the processes and procedures in place at your organization to ensure consumer data is protected and secure from fraud?

Q20. How prepared is your company for the eventual changes to third-party cookies?

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