In order to assess Web Analytics performance a benchmark is necessary. I have utilized several of the best maturity models available to create an aggregate report utilizing multiple ways to visualize the models. The models that this was modeled after are detailed at the bottom of this page. It is a difficult process to assess a level with a single word. Stéphane Hamel has been gracious in providing some feedback to help shape this as he is one of the originators who has performed extensive research around this topic. Any additional feedback on this work would be greatly appreciated.
Full Size Web Analytics Maturity Model Infographic PDF
Type |
Level 0 |
Level 1 |
Level 2 |
Level 3 |
Level 4 |
Champion |
None |
Project Manager |
Director |
Senior management |
CXOs |
Distribution |
None |
Beginning |
Within team |
Across departments |
Entirety of organization |
Goals |
Undefined |
Task list |
Online channel |
Business optimization |
Organization optimization |
Scope |
Ad Hoc |
HiPPO |
Refined to sector |
1 online property |
Business ecosystem |
Resources |
None dedicated |
1 part time |
1 full time |
A team dedicated |
Multidisciplinary team |
Methodology |
None |
individual, Internal |
Created by team |
Internal - External |
Agile |
Tools |
No Web Analytics |
Out of Box |
Custom Dashboards, Testing |
Segmentation, Alerts/notifications |
CRM, channel, behavioral,FP&A, predictive |
Notes on the levels:
0
out of the box tools & reports
lacking formal training
ad hoc reporting
1
Resources Limited
Streamlining commencing
Reports stop at director level
Limited optimization
Success anecdotal
2
KPIs defined
Multidisciplinary team in place
Competitive data
Voice of customer
Social media
Mobile
Multivariate testing
Optimizations - channel
Personas defined
3
Online and offline correlations
Optimization - complete processes
Persuasion scenarios (waiting definition)
Continuous improvement/optimization process
4
1 or more executive advocates analytics
Predictive modeling
complex optimization techniques
analytics across multiple business units/functions
5
Strategic insight
Continuous improvement
Skilled resources
Top management commitment
Continual Testing + learning
Beyond online channel
Models:
Stéphane Hamel - http://immeria.net/oamm/WAMM_ShortPaper_091017.pdf
Bill Gassman - http://www.gartner.com/DisplayDocument?doc_cd=159097
Avinash Kaushik - http://www.kaushik.net/avinash/web-analytics-maturity-structure-models-process/
Uniltyics - http://www.unilytics.com/maturity_model.shtml
WebTrends - has a digital analytics maturity model but the link is no longer public
Articles:
http://activemetrics.wordpress.com/tag/web-analytics-maturity-model/
Videos:
http://online-behavior.com/emetrics/web-analytics-maturity-model
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