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Digital Analytics Maturation Model

The document describes a digital analytics maturation model with three levels: Isolated, Aggregation, and Connection. At the Isolated level, analytics focus on individual channels and key performance indicators like cost per action. At the Aggregation level, dashboards combine data from multiple channels to understand their relative effectiveness and make broader decisions. The Connection level aims to optimize across all channels by understanding relationships and dynamics between channels to find the most cost-effective combinations and integrated touchpoints that drive the greatest impact.

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Jason Luis
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136 views3 pages

Digital Analytics Maturation Model

The document describes a digital analytics maturation model with three levels: Isolated, Aggregation, and Connection. At the Isolated level, analytics focus on individual channels and key performance indicators like cost per action. At the Aggregation level, dashboards combine data from multiple channels to understand their relative effectiveness and make broader decisions. The Connection level aims to optimize across all channels by understanding relationships and dynamics between channels to find the most cost-effective combinations and integrated touchpoints that drive the greatest impact.

Uploaded by

Jason Luis
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Digital Analytics Maturation Model

Isolated Aggregation Connection

Isolated
Business Questions Addressed Key Focus How is X doing?

Aggregation
How are we doing on X compared to Y? Understand which channels/vehicles are better than others at meeting specific objectives Common dashboard with specific components for each channel/vehicle (Cost Per Action for Keyword Vs Display) Broad decision making based upon input from multiple channels/vehicles (E.G. Put more money in to X because it is more cost effective than Y)

Connection
How does a change in X affect Y?

Optimize towards single channel/vehicle specific KPI

Learn dynamics of relationships between different channel/vehicle and understand the importance of each Integrated dashboard which shows interplay of each channel (E.G.3 banner exposures , 2 branded searches over 5 days was most cost effective path) Specific mix of channels/vehicles yielding the most impact (E.G. Spend $ in X and $$ in Y to give the best mix)

Data Visualization

Many dashboards One for each channel/vehicle

Output

Channel specific decision making

Measuring Success
Stimulus Engagement Conversion

Stimulus Ad Delivery Reach & Frequency Unique User Audience Composition Cost efficiency metrics

Online Engagement Ad Interaction (Rich Media Interactions, Clicks) Website visits (Time on site, events) Social Engagement (Likes, Shares, Comments)

Offline Conversion In-store purchases Lift created by marketing

Panel Research Ad Exposure Creative Effectiveness Optimal Reach Site Placement 1 Million Panelists

Online Stimulus Offline Impact

Personally Identifiable Activities Purchases attributable to loyalty cards 60 Million Members

When to Measure
Frequency Varies by Length of Campaign and Media Inputs, etc. For 2 month campaign, we recommend the following:
Frequent reporting in first few weeks Less reporting towards the end

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