Well, my good friends at webtrends we’ll forgive me my implying they’re a bunch of old farts, with their 15 years in the market now. No, they’re of course not; I’m writing this post to react to their Digital Marketing Maturity Model, which they made public today (in beta, which is surprising for a model, since it’s not an application after all). BTW, you can get the PDF here.
Brace yourselves, dear readers (are there still any left? I sometimes get the feeling everybody is on Twitter now); you are going to hear a lot about this topic in the coming months. you see, we professional web analysts are just plain fed up with repeating the same Web Analytics Greatness Mantra over and over, and still see so many organizations not really doing anything with it. We figured that the problem had to be on their side, right? We finally came to the conclusion that analytics is like a glove; it fits or it don’t. And it comes in various sizes. Hence the recent works on evaluating how ready, analytical, mature, an organization is.
We are seeing various types of classification in Darwinism-like models (hey, nothing wrong with that, and we all know that only the fittest survive in business (or the too big to fail)): people like Thomas Davenport, Josh Manion, Bill Gassman, Stéphane Hamel, Moeller & Landry, Wayne Eckerson, to name a few recent works, have all proposed some ways to determine where in the evolutionary scale of analytical competitiveness a company can be placed.
Webtrends’s model is a similar attempt to identify the main components of maturity and what elements compose each one of those components. Here, of course, as with all other models mentioned above, we could spend hours debating specific items, how they can be concretely evaluated, why here and not there, etc. And I’m not so sure I like radar graphs that much; I certainly wouldn’t want to see them becoming a standard! Which is what webtrends hopes to accomplish with their DM3 model. They are also quite open to feedbacks from the community to improve it.
I just hope we will not see commercial interests around this maturity model thing, and witness debates motivated more by those interests than intellectual pursuit (some commercial stuff is OK; I’m not that naive!).
In the meantime, O Reader, start asking yourself questions if this is the first time you’ve heard about “analytical maturity”, or worse, “analytical competitiveness”. Organizational resistance still is in my mind the biggest obstacle to Web Analytics adoption, to its true operationalization.
You should have a hard look at your own organization; and the wiser you think you are, the harder you should examine your situation.
Give a try to webtrends model, or any other one for that matter.
Just do it this week.