Salvatore Genovese

Webtrends, a global provider of world-class data collection and analysis, today made available a beta version of the first standardized model for determining how effectively organizations measure and utilize the data generated by their online marketing.

The Digital Marketing Maturity Model (DM3) provides a framework and objective criteria for assessing the strategies, skills, tools and best practices that support the successful measurement of all digital marketing activities. Other industry models focus exclusively on web site measurement.

“For online marketing to continue to grow and mature, there needs to be standardized, structured approaches for organizations to ensure they are getting the most bang for their digital marketing buck,” said Jascha Kaykas-Wolff, Webtrends vice president of marketing. “We hope this model leads to consensus about how to build and maintain mature measurement programs across all types of digital marketing investments.”

Webtrends Digital Marketing Optimization team developed the model, drawing on more than a decade of experience helping leading companies and brands such as Microsoft, Coca Cola, Disney and General Mills build successful measurement programs.

The model helps organizations:

• Measure the maturity of digital marketing programs in six core areas (measurement strategy, analytics resources and domain expertise, data integration and visualization, data analysis and insight, adoption and governance, ongoing optimization).
• Assess measurement programs across all digital channels, including web sites, search engine marketing, online advertising, social media and other digital marketing channels.
• Pinpoint the skills, staffing and other investments needed to advance within the model’s four levels of maturity.

Webtrends is seeking feedback on the DM3 beta. A white paper is available to learn more about the model, along with a self-assessment survey. Responses to the survey will be compiled to create industry and regional maturity norms. Participants can also receive their score and assessment.