Digital transformation or digital maturity is not a set goal or finish line. In fact, it is a deceptive term because it implies that your team will reach a point where they have completed this ‘transformation’.
In actual fact, digital transformation is an ongoing and continuous process. As consumer habits and platforms evolve, your brand needs to evolve to meet these expectations. Instead, a business needs to learn how they can set up the right practices and people in place to understand their data and develop their marketing efforts from this.
Here at Precis, we have developed our own digital maturity framework to reflect how clients collect and activate their marketing data at all stages of their development:
The digital maturity framework
Novice – These are typically those less mature businesses out there who still rely largely on external platforms to manage their marketing data and very limited optimisation of their channels based on that optimisation. Overall, they expect little ROI from marketing activities.
Apprentice – These types of businesses are starting to really emerge in their marketing data activation, they’re gradually more prepared to invest larger budgets and see real results in their marketing-driven profit.
Accelerators – Accelerator businesses typically have a solid marketing foundation built upon their own first-party data. They will actively find ways to optimise across channels and push for maximum efficiency
Pioneers – As the name suggests, pioneer businesses are the real innovators in this space. They have full ownership of the marketing funnel from start to finish and set the new industry standard for activating that data across channels.
With this new framework, we have set out to measure where each of our clients sits within this scale and set action plans for each to progress onto the next maturity level.