screeners
Qa. Can I confirm that your business has a website?
yes 1 no 2
Any companies responding as ‘no’ were screened out from the survey
Qb. Can I confirm that you are in a position to discuss how your business collects and uses online data about its customers?
yes 1 no 2
Any companies responding as ‘no’ were screened out from the survey
Qc. Does your business generate any revenues directly from its website? This could include revenue from e-commerce sales, from selling online advertising space or from online subscriptions.
yes 1 no 2 Don’t know 3
Qd. Does your business advertise on other websites?
yes 1 no 2 Don’t know 3
Any companies who responded as ‘no’ or ‘Don’t know’ to both Qc and Qd were screened out from the survey
a. Online anD business strategy
Before asking about the role of online customer data in your business, I’d like to understand a bit more about your website
Q1. Which, if any, of the following activities is the website used for?
Q2. Approximately, how many unique visitors per month does your website receive?
Write down the number
Q3. Approximately how many visits in total per month does your website receive?
Write down the number
Q4. Approximately what percentage of your business is generated through your website? sInGle CODe
Write down the percentage
yes no Don’t know
Online sales to businesses 1 2 3
Online sales to consumers 1 2 3
generating revenues through selling advertising 1 2 3 gathering data about your customers (such as pages 1 2 3 or products viewed, or through registration forms)
gathering feedback from customers 1 2 3
Hosting a community or discussion forum for 1 2 3 your customers
generating sales leads 1 2 3
Q5. How important, if at all, are the following online services and platforms for the operation of your business?
Please tell me using a scale of 1 to 5, where 1 describes not at all important and 5 describes very important.
1 = not at all 5 = very Don’t We don’t important important know do this
search engine advertising 1 2 3 4 5 6 7 – Pay Per click
search engine Optimisation 1 2 3 4 5 6 7 advertising on other 1 2 3 4 5 6 7 websites (excluding search
engine advertising)
cloud-based data storage 1 2 3 4 5 6 7 cloud-based office 1 2 3 4 5 6 7 applications
Online tools which enable 1 2 3 4 5 6 7 collaboration, such as wikis
social media, such as twitter, 1 2 3 4 5 6 7 Facebook or google+
secure payment services 1 2 3 4 5 6 7 Mobile applications (apps) 1 2 3 4 5 6 7 sold or distributed to
b. Data–Driven DecisiOn Making
I would now like to ask you some questions about decision making in general in your business, not just about your website
Q6. When your business is attempting to grow its sales, would you say that decisions are based more on data and analysis or more on experience and intuition?
Q7. To what extent do the following statements describe the work practices and environment of your business?
1 = not at all 5 = completely Don’t
know
We depend on data to 1 2 3 4 5 6
support our decision making
We have all of the data we 1 2 3 4 5 6 need to make decisions
Decisions are based exclusively on data and analysis 1 Decisions are based mostly on data and analysis 2 Decisions are based equally on data and analysis and on experience and intuition 3 Decisions are based mostly on experience and intuition 4 Decisions are based exclusively on experience and intuition 5
c. stOrage anD ManageMent OF Online Data
I would now like to explore storage and management of online customer data in your business.
Q8. Thinking about the online data your business collects from your customers and website users, how comprehensive would you say each of the following types of data are that you hold?
Please tell me using a scale of 1 to 5, where 1 describes not at all comprehensive and 5 describes very comprehensive.
1 = not at all 5 = very not Don’t comprehensive comprehensive relevant know istransaction data, such as 1 2 3 4 5 6 7 products or services
purchased by individuals
service or support data 1 2 3 4 5 6 7 (including complaints
and feedback data)
Online activity data, such 1 2 3 4 5 6 7 as the pages on your
website they have visited and where visitors arrive from
Marketing data such as 1 2 3 4 5 6 7 campaign activity sent
out and associated responses (including use of promotional code data)
life stage data, such as 1 2 3 4 5 6 7 new enquiry, new
customer, lapsed or loyal customer
Q9. How well do the following statements describe the online customer data practices and environment of your company?
Please tell me using a scale of 1 to 5, where 1 describes not at all well and 5 describes my organisation very well.
1 = not at 5 = very not Don’t all well well relevant know isWe often find it difficult to access 1 2 3 4 5 6 7 data that are generated by our
online activities
We often find it difficult to combine 1 2 3 4 5 6 7 online customer data with other
datasets
My company has a formal data 1 2 3 4 5 6 7 governance policy in place to
manage the availability, usability, integrity and security of our customer data
D. analysis OF Online custOMer Data
Q10a. Currently, which, if any, of the following types of online customer data analysis does your business do?
Q10b. Have you been doing this for more than two years?
Q10a currently Q10b at least 2 years
1 = no 2 = yes Don’t 1 = no 2 = yes Don’t
know know
controlled trials and experiments 1 2 3 1 2 3 such as a/b testing
basic analysis of trends and 1 2 3 1 2 3 business information reporting
Forecasting 1 2 3 1 2 3
Produce dashboards and data 1 2 3 1 2 3 visualisation
segmentation 1 2 3 1 2 3
regression analysis and 1 2 3 1 2 3 propensity score modelling
text and Data Mining 1 2 3 1 2 3 OtHer Write in 1 2 3 1 2 3
Q11. Which, if any, web analytics packages has your business used in the last 12 months? google analytics Piwik clicky coremetrics crazy egg Omniture Webtrends
yahoo web analytics Other (Write in)
Q12. As far as you are aware over the last two years, has your business made a significant investment in any of the following areas that affect your ability to gather and use insights from online customer data?
yes no Don’t know
Data storage capacity 1 2 3
recruiting new staff 1 2 3
training existing staff 1 2 3
Management skills 1 2 3
external analytics consultancy 1 2 3
business processes 1 2 3
Q13. Currently, how important is your online data for your decision making in each of the following areas?
Please tell me using a scale of 1 to 5, where 1 describes not at all important and 5 describes very important.
1 = not at all 5 = very Don’t important important know
segmenting customers 1 2 3 4 5 6
Developing tailored marketing 1 2 3 4 5 6 or sales campaigns
Developing products or services 1 2 3 4 5 6 to better meet customers’ needs
improving the website to better 1 2 3 4 5 6 meet customers’ needs
Predicting customers’ future 1 2 3 4 5 6 behaviour
reporting on the performance 1 2 3 4 5 6 of the business
informing business strategy 1 2 3 4 5 6
Optimising pricing 1 2 3 4 5 6
Designing and evaluating social 1 2 3 4 5 6 media strategy
Q14. What is your approximate total spend on marketing activities, excluding employee costs, in your financial year that ended in 2011? Please remember that we are looking for marketing spend for your business rather than for any related group of companies. We are looking for your best estimate rather than an exact figure.
Write down the number
Q15. Approximately what proportion of your total marketing budget is spent on collecting and analysing customer data from your website? Please do not include any employee costs in this. Please give me your best estimate.
e. PerceiveD business value
Q16. How significant a contribution has your ability to collect and analyse online customer data made to your business performance?
Please tell me using a scale of 1 to 5, where 5 describes very significant contribution and 1 describes no contribution.
Q17. How, if at all, do you measure and evaluate how well you analyse online customer data?
no formal mechanism 1
ad hoc reporting and analysis 2
retrospective key Performance indicators and reporting 3
real time key Performance indicators 4
Other (specify) 5
Don’t know 6
Q18. What is the single most effective thing your business has done to analyse online customer data?
Write in
Q19. What would you say are the biggest challenges your business faces in making more effective use of online customer data?
F. cHallenges/barriers
Q20. To what extent do you agree or disagree with each of the following statements about your business? (note: not just online).
Please tell me using a scale of 1 to 5, where 1 describes not at all well and 5 describes my organisation very well.
1= 2= 3= 4= 5= 6= 7= strongly tend to neither/ tend to strongly not don’t disagree disagree nor agree agree applicable know
senior management 1 2 3 4 5 6 7 understands the potential value of customer data as a source of competitive advantage
We have the skills 1 2 3 4 5 6 7 within the business to
make strategic decisions based on detailed analysis of customer data
We are able to build the 1 2 3 4 5 6 7 business case to justify
investment in people, tools and technology to support data analysis
the existing culture 1 2 3 4 5 6 7 encourages the sharing
of data in the business
concerns about data 1 2 3 4 5 6 7 security are a barrier to
the greater use of customer data
concerns around 1 2 3 4 5 6 7 privacy laws in
particular are a barrier to greater use of customer data
Dealing with legacy 1 2 3 4 5 6 7 technical systems is a
significant challenge to improving our use of customer data
Our internal processes 1 2 3 4 5 6 7 are a significant barrier
to improving our use of customer data
g. cOnDitiOnal/cOMPleMentary activities
Q21. To what extent do each of the following statements describe your business? Please tell me using a scale of 1 to 5, where 1 describes not at all well and 5 describes very well.
1 = not at 5 = very not Don’t all well well relevant know
People are free to try new things 1 2 3 4 5 6 7 We generally launch product and 1 2 3 4 5 6 7 services which are then imitated
by our competitors
Decision makers tend to place a 1 2 3 4 5 6 7 high level of importance on
analysis
We are willing to make 1 2 3 4 5 6 7 substantial/disruptive changes
to our business processes
Our employees set the pace 1 2 3 4 5 6 7 of work
Our employees decide how 1 2 3 4 5 6 7 tasks should be performed
team working is important 1 2 3 4 5 6 7 for career progression
