The Forrester Data Management Proficiency Assessment Model

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).