HGM / Assessment 001

Marketing Intelligence Infrastructure Assessment

Evaluate how effectively your marketing data, technology, measurement, automation, and AI infrastructure operate as a connected system.

Start the free assessment How it works

01 / Before you begin

10 domains · 60 questions · ~12 minutes

What the assessment measures.

This assessment evaluates your marketing infrastructure across 10 domains. You'll receive a Marketing Intelligence Infrastructure Score from 0–100, domain-specific scores with maturity classifications, prioritized findings with dependency-aware recommendations, and a phased implementation roadmap.

Time required: ~12–15 minutes · ~60 structured questions · No sensitive data required.

See what we measure ↗

Coverage

10 infrastructure domains

Data Architecture · Measurement · Attribution · CRM Integration · Lead Intelligence · Automation · Search · API Architecture · Observability · AI Readiness.

60 questions

Each question maps to a 0–100 value. Domain scores are weighted averages; the overall score is a weighted sum of domain scores.

~12 minutes

Structured, self-reported, no sensitive data required.

02 / The instrument

All 60 questions, all 10 domains

What we measure.

Every domain below lists its full question set with the five maturity-graded answer options used in scoring. Answer honestly, “not sure” responses lower assessment confidence, which signals where deeper discovery would help.

01 / Data Architecture +

How marketing information is captured, structured, normalized, stored, and made available.  ·  Domain weight: 13%  ·  6 questions

How centralized is your marketing data? +

Consider advertising, website analytics, CRM, lead, and revenue data.

  1. A. Primarily disconnected systems
  2. B. Some manual consolidation
  3. C. Several systems integrated
  4. D. Mostly centralized and standardized
  5. E. Centralized, governed, and programmatically accessible
How consistently is marketing data structured across sources? +

Are field names, formats, and data types standardized across platforms?

  1. A. No standardization
  2. B. Some manual mapping
  3. C. Standardized within systems
  4. D. Standardized across most systems
  5. E. Fully standardized with data contracts
How accessible is historical marketing data? +

Can you query data from 12+ months ago across key systems?

  1. A. Not accessible
  2. B. Limited manual access
  3. C. Accessible in some systems
  4. D. Accessible across most systems
  5. E. Fully accessible with governed retention
Does your organization use a data warehouse or data lake for marketing data? +
  1. A. No data warehouse/lake
  2. B. Exploring options
  3. C. Limited adoption
  4. D. Active usage with some data
  5. E. Comprehensive marketing data warehouse/lake
Who owns marketing data governance? +
  1. A. No defined ownership
  2. B. Ad-hoc ownership
  3. C. Marketing team ownership
  4. D. Shared with data/IT teams
  5. E. Defined data governance with clear ownership
How is data quality monitored? +
  1. A. Not monitored
  2. B. Manual checks
  3. C. Some automated monitoring
  4. D. Mostly automated with alerts
  5. E. Comprehensive quality governance
02 / Measurement & Analytics +

Whether marketing activity can be accurately observed and measured.  ·  Domain weight: 12%  ·  6 questions

How comprehensive is your web analytics implementation? +
  1. A. None or minimal
  2. B. Basic pageview tracking
  3. C. Event tracking for key actions
  4. D. Comprehensive event tracking with custom dimensions
  5. E. Server-side and client-side measurement with governance
How are marketing campaigns tracked? +
  1. A. Not systematically tracked
  2. B. Manual UTM tagging
  3. C. Standardized UTM framework
  4. D. Automated campaign tracking with consistency
  5. E. Governed tracking with validation
How do you measure conversions? +
  1. A. No conversion tracking
  2. B. Basic single-platform tracking
  3. C. Multi-platform conversion tracking
  4. D. Cross-platform with deduplication
  5. E. Unified conversion measurement with attribution
Do you use server-side measurement? +
  1. A. No
  2. B. Exploring
  3. C. Partial implementation
  4. D. Mostly implemented
  5. E. Full server-side with client-side hybrid
How reliable is your reporting? +
  1. A. Reports are often inconsistent
  2. B. Reports require manual reconciliation
  3. C. Reports are generally consistent
  4. D. Reports are reliable with audit trails
  5. E. Governed reporting with SLAs
Are metric definitions documented and governed? +
  1. A. No
  2. B. Some documentation
  3. C. Documented but not governed
  4. D. Documented with governance
  5. E. Fully governed with change management
03 / Attribution & Revenue Feedback +

Whether marketing activity can be connected to downstream business outcomes.  ·  Domain weight: 12%  ·  6 questions

How do you attribute leads to marketing sources? +
  1. A. Not attributed
  2. B. Manual attribution
  3. C. First-touch attribution
  4. D. Multi-touch attribution
  5. E. Unified attribution with offline feedback
Can you connect marketing activity to CRM outcomes? +
  1. A. No connection
  2. B. Manual connection
  3. C. Partial integration
  4. D. Mostly integrated
  5. E. Fully integrated with feedback loops
Do you measure revenue attribution? +
  1. A. No
  2. B. Manual revenue tracking
  3. C. Platform-level revenue attribution
  4. D. Cross-platform revenue attribution
  5. E. Full closed-loop revenue attribution
How do you handle offline conversion feedback? +
  1. A. Not handled
  2. B. Manual upload
  3. C. Semi-automated
  4. D. Automated with validation
  5. E. Fully automated closed-loop
How is customer lifecycle tracked? +
  1. A. Not tracked
  2. B. Manual tracking
  3. C. Basic lifecycle stages
  4. D. Detailed lifecycle with automation
  5. E. Comprehensive lifecycle intelligence
Do you have closed-loop reporting between marketing and revenue? +
  1. A. No
  2. B. Manual reconciliation
  3. C. Partial automation
  4. D. Mostly automated
  5. E. Fully automated closed-loop
04 / CRM & Customer Data Integration +

Whether acquisition and customer systems operate as an integrated system.  ·  Domain weight: 10%  ·  6 questions

Does your organization use a CRM system? +
  1. A. No CRM
  2. B. Exploring options
  3. C. Basic CRM usage
  4. D. Standard CRM adoption
  5. E. Fully adopted with custom workflows
How consistent are lead source fields in your CRM? +
  1. A. Not consistent
  2. B. Some consistency
  3. C. Mostly consistent
  4. D. Consistent with governance
  5. E. Fully governed and validated
How are lifecycle stages managed in your CRM? +
  1. A. Not defined
  2. B. Manual updates
  3. C. Some automation
  4. D. Mostly automated
  5. E. Fully automated with feedback
How is lead-to-account identity managed? +
  1. A. Not managed
  2. B. Manual matching
  3. C. Some deduplication
  4. D. Mostly deduplicated
  5. E. Unified identity resolution
How smooth is the marketing-to-sales handoff? +
  1. A. Disconnected
  2. B. Manual handoff
  3. C. Some automation
  4. D. Mostly automated
  5. E. Fully orchestrated with feedback
Does your CRM provide API access for marketing systems? +
  1. A. No API access
  2. B. Limited API access
  3. C. API available but limited use
  4. D. API used for key integrations
  5. E. Full API utilization with governance
05 / Lead Intelligence & Qualification +

Ability to determine quality, validity, intent, and business value of leads.  ·  Domain weight: 10%  ·  6 questions

How do you handle spam and invalid leads? +
  1. A. Not filtered
  2. B. Manual review
  3. C. Some automated filtering
  4. D. Mostly automated with validation
  5. E. Comprehensive validation with feedback
How are duplicate leads identified and resolved? +
  1. A. No deduplication
  2. B. Manual deduplication
  3. C. Some automated deduplication
  4. D. Mostly automated with rules
  5. E. Comprehensive identity resolution
How is lead qualification determined? +
  1. A. Not qualified
  2. B. Manual qualification
  3. C. Basic lead scoring
  4. D. Advanced lead scoring with intent
  5. E. AI-driven qualification with feedback
How is lead disposition tracked? +
  1. A. Not tracked
  2. B. Manual tracking
  3. C. Some automated tracking
  4. D. Mostly automated with reasons
  5. E. Comprehensive disposition analytics
Can you identify lead quality and intent signals? +
  1. A. No
  2. B. Manual identification
  3. C. Some automated signals
  4. D. Mostly automated with intent data
  5. E. Comprehensive intent intelligence
Do you capture downstream outcomes for leads? +
  1. A. No
  2. B. Manual capture
  3. C. Some automation
  4. D. Mostly automated
  5. E. Fully automated lifecycle tracking
06 / Marketing Automation & Orchestration +

Whether workflows operate predictably across systems.  ·  Domain weight: 10%  ·  6 questions

How do you use marketing automation? +
  1. A. No automation
  2. B. Manual processes
  3. C. Basic automated workflows
  4. D. Advanced automation with integrations
  5. E. Full orchestration with AI
How are triggers used in your marketing workflows? +
  1. A. No triggers
  2. B. Manual triggers
  3. C. Some event-based triggers
  4. D. Mostly event-based with conditions
  5. E. Comprehensive trigger orchestration
Do you have cross-system workflow automation? +
  1. A. No
  2. B. Manual cross-system processes
  3. C. Some cross-system automation
  4. D. Mostly automated across systems
  5. E. Fully orchestrated cross-system workflows
How do you handle workflow failures? +
  1. A. Not handled
  2. B. Manual intervention
  3. C. Some retry logic
  4. D. Automated retries with alerts
  5. E. Comprehensive error handling with observability
How dependent are you on manual processes? +
  1. A. Highly dependent
  2. B. Mostly manual
  3. C. Mixed manual and automated
  4. D. Mostly automated
  5. E. Minimal manual dependency
Do you have orchestration capabilities across multiple platforms? +
  1. A. No
  2. B. Limited orchestration
  3. C. Some orchestration
  4. D. Mostly orchestrated
  5. E. Fully orchestrated with governance
07 / Search & Content Intelligence +

Whether search/content systems are structured and measurable.  ·  Domain weight: 8%  ·  6 questions

How do you measure organic search visibility? +
  1. A. Not measured
  2. B. Manual tracking
  3. C. Search Console only
  4. D. Multiple measurement tools
  5. E. Comprehensive search intelligence
How is content organized and inventoried? +
  1. A. No content inventory
  2. B. Manual inventory
  3. C. Basic inventory with structure
  4. D. Detailed inventory with taxonomy
  5. E. Comprehensive content intelligence
Do you use structured data (Schema.org) on your website? +
  1. A. No structured data
  2. B. Limited implementation
  3. C. Basic implementation
  4. D. Comprehensive implementation
  5. E. Full semantic architecture
How do you approach entity strategy for SEO? +
  1. A. No entity strategy
  2. B. Basic entity awareness
  3. C. Some entity optimization
  4. D. Structured entity strategy
  5. E. Advanced entity intelligence
How do you measure content performance? +
  1. A. Not measured
  2. B. Basic analytics
  3. C. Multi-dimensional measurement
  4. D. Content performance with attribution
  5. E. Comprehensive content intelligence
Do you have a semantic content architecture? +
  1. A. No
  2. B. Exploring
  3. C. Some structure
  4. D. Mostly structured
  5. E. Full semantic architecture
08 / API & Integration Architecture +

How easily systems can exchange information.  ·  Domain weight: 10%  ·  6 questions

Do your marketing platforms provide APIs? +
  1. A. No APIs available
  2. B. Limited APIs
  3. C. APIs available but underused
  4. D. APIs used for key integrations
  5. E. Comprehensive API utilization
Do you use webhooks for real-time integrations? +
  1. A. No
  2. B. Exploring
  3. C. Some webhooks
  4. D. Mostly webhook-driven
  5. E. Comprehensive event-driven architecture
How do you handle authentication for marketing integrations? +
  1. A. Not standardized
  2. B. Basic authentication
  3. C. OAuth for some systems
  4. D. Standardized OAuth/API keys
  5. E. Governed authentication with rotation
Do you use ETL/ELT for marketing data? +
  1. A. No
  2. B. Exploring
  3. C. Basic ETL
  4. D. Regular ETL with governance
  5. E. Comprehensive data pipeline
How are data contracts defined between systems? +
  1. A. Not defined
  2. B. Ad-hoc definitions
  3. C. Some defined contracts
  4. D. Mostly defined with versioning
  5. E. Full contract governance
Is integration documentation maintained? +
  1. A. No documentation
  2. B. Minimal documentation
  3. C. Some documentation
  4. D. Mostly documented
  5. E. Comprehensive living documentation
09 / Observability, Governance & Reliability +

Whether infrastructure operation can be monitored and governed.  ·  Domain weight: 8%  ·  6 questions

Do you log marketing operations and events? +
  1. A. No logging
  2. B. Minimal logging
  3. C. Some logging
  4. D. Comprehensive logging
  5. E. Full observability with tracing
How do you monitor marketing system health? +
  1. A. No monitoring
  2. B. Manual monitoring
  3. C. Some automated monitoring
  4. D. Mostly automated with dashboards
  5. E. Comprehensive observability with alerts
How are access controls managed? +
  1. A. No access controls
  2. B. Basic controls
  3. C. Role-based access
  4. D. Granular RBAC with review
  5. E. Governed access with audit
How auditable are your marketing operations? +
  1. A. Not auditable
  2. B. Minimal audit trails
  3. C. Some audit capability
  4. D. Mostly auditable
  5. E. Fully auditable with compliance
How is incident visibility handled? +
  1. A. No incident visibility
  2. B. Manual incident reporting
  3. C. Some automated alerts
  4. D. Mostly automated with response
  5. E. Full incident management
Is operational documentation maintained? +
  1. A. No documentation
  2. B. Minimal documentation
  3. C. Some documentation
  4. D. Mostly documented
  5. E. Comprehensive operational docs
10 / AI & Agent Readiness +

Whether the environment can support AI-assisted or agentic operations.  ·  Domain weight: 7%  ·  6 questions

Is your marketing data structured for AI consumption? +
  1. A. Not structured
  2. B. Minimal structure
  3. C. Some structure
  4. D. Mostly structured
  5. E. Fully structured and machine-readable
Do your marketing systems provide accessible APIs for AI agents? +
  1. A. No accessible APIs
  2. B. Limited API access
  3. C. Some API access
  4. D. Mostly accessible
  5. E. Fully API-accessible with governance
How are business rules documented for automation? +
  1. A. Not documented
  2. B. Minimal documentation
  3. C. Some documentation
  4. D. Mostly documented
  5. E. Fully machine-readable rules
How do you handle human approval for AI-driven actions? +
  1. A. Not applicable
  2. B. Manual approval only
  3. C. Some automated approvals
  4. D. Mostly automated with oversight
  5. E. Governed approval framework
How observability-ready are your AI systems? +
  1. A. Not observable
  2. B. Limited observability
  3. C. Some observability
  4. D. Mostly observable
  5. E. Fully observable with tracing
Do you have an agentic marketing strategy? +
  1. A. No strategy
  2. B. Exploring concepts
  3. C. Some pilot projects
  4. D. Developing strategy
  5. E. Active agentic operations

03 / Methodology

How we assess

Understanding the scoring framework.

Scoring model. Each question maps to a 0–100 value. Domain scores are weighted averages, and the overall score is a weighted sum of domain scores.

Weighting. Domains are weighted by strategic importance. Data Architecture (13%) and Measurement (12%) carry the highest weights.

Dependency model. Recommendations account for dependencies, upstream capabilities must be addressed before downstream ones can be effective.

Confidence score. “Not sure” responses lower assessment confidence, indicating that deeper discovery could materially change the assessment.

Phased roadmap. Recommendations are sequenced into Foundation, Integration, Intelligence, and Orchestration phases based on dependencies and priority.

Maturity levels

Score bands +

0–24 Fragmented · 25–44 Developing · 45–64 Operational · 65–79 Integrated · 80–89 Intelligent · 90–100 Agent-Ready.

Confidence thresholds

How sure is the score? +

90+ Very High · 75+ High · 60+ Moderate · below 60 Limited.

Limitations

What this assessment is not +

Assessment is based on self-reported information. Not a replacement for technical architecture discovery. Does not audit external platforms through live APIs. Does not predict exact revenue increases. High scores do not guarantee AI deployment is appropriate.

04 / Results

What you receive

Your infrastructure, diagrammed.

A complete assessment returns your score, your confidence level, and a working model of your stack.

01

Score & confidence

Marketing Intelligence Infrastructure Score /100, assessment confidence %, and maturity classification per domain.

02

Findings & recommendations

Prioritized findings with dependency-aware recommendations, sequenced into Foundation, Integration, Intelligence, and Orchestration phases.

03

Architecture overview

Your stack mapped across seven layers: Acquisition Sources · Data Collection · Identity & Normalization · Systems of Record · Intelligence · Orchestration · Feedback.

Reference architecture layers: Acquisition Sources (Google Ads, Organic, Social, Referral, Email) · Data Collection (Analytics, Forms, Calls, Events) · Identity & Normalization (Lead IDs, Customer IDs, Data Contracts) · Systems of Record (CRM, Revenue, Commerce) · Intelligence (Qualification, Attribution, Scoring, Search) · Orchestration (Automation, APIs, Webhooks, Workflows) · Feedback (Advertising, Reporting, AI Systems).

This assessment provides strategic and technical guidance based on the information supplied. Scores and recommendations are diagnostic indicators and should not be interpreted as guarantees of business, advertising, revenue, search, or technology outcomes.

After your assessment, follow your findings into the pillars behind them: the Search Intelligence Hub for search and answer-engine maturity, the Marketing Intelligence Infrastructure hub for the full architecture, Entity Intelligence for your knowledge layer, the MarTech Architecture blueprint, and the platform where recommendations become agentic operations.

05 / Organization profile

Step 1 of 3

Tell us about your organization.

Contextualize the assessment. Organization profile first, then the 60-question instrument, then your results with findings and roadmap.

06 / Consultation

Review your infrastructure with HGM

Review your infrastructure.

Discuss the assessment, validate assumptions, and explore next steps, and determine whether deeper architecture discovery is warranted.

Holistic Growth Marketing LLC designs and develops marketing intelligence infrastructure connecting data, platforms, automation, search, analytics, and AI systems.

Make the next move yours.

Make the next move yours.

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