Model Overview Report

The Forrester Data Management Proficiency Assessment Model

January 1st, 2018
Julian Archer, null
Julian Archer
With contributor:


Data management has become a critical supporting process for marketing activities. Using our assessment model, marketing operations can gauge its current data management capabilities and create a path for improvement. The model examines data management processes, interlock, skills, measurement, and corporate culture.

As data management becomes increasingly important to marketing activities, marketing operations must assess the organization’s data management proficiency, diagnose gaps and prioritize improvements. In the report, The Forrester Marketing Operations Maturity Model Toolkit, we described five levels of maturity for data management. In this report, we dive deep into five components of data management and provide an assessment model to guide marketing operations in evaluating and improving data management competencies (see Figure 1).

Want to read the full report?

This report is not available for purchase at this time.

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.