2017 Digital Consumer Experience Innovation Study


	CEB MARKETING LEADERSHIP COUNCIL 2017 Digital Consumer Experience Innovation Study

Welcome and thank you for participating in this survey on Marketing’s role in driving digital experience improvement and innovation.

Our goal is to learn how marketing organizations approach digital experience improvement– in order to learn what works best. There are no wrong answers and we encourage you to answer openly and honestly.

Participation in the survey takes about 25 minutes and will give you:

• A customized report card comparing your organization’s digital experience innovation approach to that of your peers

• Benchmarks related to digital experience investments, staffing, and structure

• Access to the key findings webinar reviewing aggregate findings

For the purposes of this survey, a marketing digital experience innovation is defined as follows:

Any consumer-facing improvement in how consumers interact with your brand online or via mobile interfaces.

This covers any improvements to existing digital channels, technologies, or interfaces. It may also include the introduction of new digital channels, technologies, or interfaces as well as all new-to-category digital experience innovations. For the purposes of this study, we are interested in consumer-facing innovations only -- your consumers should be able to interact with the innovation or improvement. For example, a consumer facing innovation could include an app, a new microsite, a personalized experience across touch points, a smart product, a new web interface, or use of a new technology, such as a chatbot or VR to enhance customer digital experience.

Additional terms are defined throughout the survey — by hovering your cursor over words that are underlined, you can access a definition or example of a term used in the survey.

Please note you can save and return to your responses at any time by clicking the 'save' icon at the bottom of each survey page after you begin entering your answers.