Step 4 - Survey - STIR

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Step 4

Assess MarTech

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Name
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Email
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PPC Setup

You have access to Google AdWords and Bing. Review campaign history, spend and effectiveness.
- Nonexistent
- Non-Functional
- Functional

SEO Plan

You have subscriptions to MOZ, Brightedge or another SEO tracking tool. To review onpage, off page and technical S.E.O.
- Nonexistent
- Non-Functional
- Functional

Website Analytics

Make sure tools like Google Analytics and Adobe Omniture are working. Review data and evaluate site trends and goals.
- Nonexistent
- Non-Functional
- Functional

Programmatic Media Buying

You have relationships or software subscriptions to accomplish this top-of-funnel activity.
- Nonexistent
- Non-Functional
- Functional

Campaign reporting software

You have a reporting platform like Ninjacat or Tableau that aggregates and creates a summary from all sources.
- Nonexistent
- Non-Functional
- Functional

Email Marketing Software

You use an existing ESP (email service provider) that is stand-alone such as Mailchimp.
- Nonexistent
- Non-Functional
- Functional

Marketing Automation

You use an integrated solution such as Hubspot, Pardot or Marketo.
- Nonexistent
- Non-Functional
- Functional

Social Listening and Publishing

You have staff and tools aligned to listen and publish in the social media you participate in.
- Nonexistent
- Non-Functional
- Functional

Media Outreach and Tracking Tools.

Tools like Meltwater and Cision can help track and place earned media efforts.
- Nonexistent
- Non-Functional
- Functional

System Interoperability

All systems “talk” to each other and they should for successful attribution.
- Nonexistent
- Non-Functional
- Functional

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