It can be quite challenging to get your management’s buy-in on measurement strategy, analytics resources, and the need for optimization. Though it’s almost 2010, we still have Avinash Kaushik evangelizing web analytics and Bryan Eisenberg advocating for the need to test and optimize (and rightfully so!), not to mention the many analytics and optimization sessions offered at Marketing Conferences.
Fact is, a lot of companies need desperate help, don’t get it yet, or don’t realize the missed opportunity. And here you are, trying to sell them on everything you believe in… So, how do you get your management on board? There are obviously several ways to get them on board (e.g. “Stragegies for Embarrassing your Organization”, Avinash Kaushik, Web Analytics 2.0, p. 429), but another way to get their attention quickly may be to give them a reality check on where your organization stands.
Use the [x+1] Digital Marketing Maturity Model to assess the maturity level of your organization. The [x+1] Digital Marketing Maturity Model defines the capabilities required to convert prospects to customers through an integrated marketing experience.
Pillars of Digital Performance-Based Marketing consist of
• Target Market
• Marketing Integration
• People / Skills
Are you a broadcast marketer or a value validator? Do you know any organizations that are channel champions? I can tell you that when I worked at AOL back in 2003, we were between value validators and channel champions. Pretty impressive, given that it was 2003! But, aside from smart marketers, we also had management support.
Another source to help you assess your digital marketing maturity would be Webtrends’ Digital Marketing Maturity Model (DM3).
The DM3 (beta) provides a framework for assessing and building digital marketing maturity over time in six core areas:
• Measurement strategy
• Analytics resources and domain expertise
• Data integration and visualization
• Data analysis and insight
• Adoption and governance
• Ongoing optimization
So, how mature is your digital marketing? And, what are you going to do to take your organization to the next level?