Becoming a data-driven organization is not a sprint, but a marathon.
The goal of this activity is to help you understand how companies evolve in their use of data — from simple reporting to advanced, decision-oriented analytics.

This activity builds directly on Activity 1, where you learned how to translate business goals into structured thinking.

Complete the steps below in order.
This activity combines listening, analytical thinking, and application.

Step 1: Watch the Introduction Video (Mandatory)

Focus on how decisions change as companies rely more on data.

Pay attention to the difference between knowing what happened, understanding why, predicting what will happen, deciding what to do next. You will need these distinctions in the case study.

  

 

Work through the tasks in the sequence below.

Write your answers in your notes — you will reuse them later.

To achieve a truly data-driven marketing strategy, a company typically progresses through four developmental stages:

  • Description (Descriptive level): Focuses on "What happened?" by evaluating historical data from web events or campaigns.

  • Diagnosis (Diagnostic level): Focuses on "Why did it happen?" to find the root causes of past performance.

  • Prediction (Predictive level): Focuses on "What will happen if...?" to anticipate future trends.

  • Prescription (Prescriptive level): Focuses on "How do I achieve what I want?" to determine the best course of action.

Note: The first two stages deal with the past and offer limited value on their own; real competitive advantage begins at the predictive and prescriptive stages where action is prioritized over simple information.

Step 2: Identify the Current Maturity Level

Based on the four levels of analytical maturity, which level is EcoGear currently at?

Ask yourself:

  • Are they describing results?

  • Explaining causes?

  • Predicting outcomes?

  • Or recommending actions?

 Task 1 – The “Maturity Level” Case Study

🧠 Scenario

You are a marketing consultant for EcoGear, an e-commerce store selling sustainable outdoor equipment.

The CEO says:

“We know our sales were up 10% last month because we ran a Facebook ad, but we have no idea if that's the best use of our money or what will happen if we stop the ads next month.”

Your Assignment:

  1. Identify the Level: Based on the 4 levels of analytical maturity, which level is EcoGear currently at?

  2. The Next Step: What specific questions must EcoGear answer to move to the Diagnostic level and the Predictive level?

  3. The Action: Propose one "Prescriptive" action they could take if their data shows that customers who buy water bottles are 60% more likely to buy a tent within three months.

    Completion Requirements

    To complete this activity, you must:

    ✔ Watch the full video
    ✔ Answer all three assignment sections
    ✔ Demonstrate understanding of all four maturity levels

    ⚠️ These concepts are essential for understanding why GA4 is designed the way it is.

Last modified: Monday, 26 January 2026, 9:00 AM