Never miss a moment to connect with customers

We've updated our digital marketing maturity assessment. See how your data-driven marketing measures up, and discover your roadmap to digital maturity.

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Everyday there are hundreds of chances to engage with customers digitally

Research into data-driven marketing maturity by Boston Consulting Group (BCG) finds only 9% of businesses use insights and technology to create useful, relevant experiences at multiple moments across the purchase journey.^*

These businesses outperform their peers

Companies leading the way in multi-moment marketing are better able to respond to changing market dynamics and were 2X more likely to grow their market share over a 12-month period. They also continued to outperform less sophisticated peers by an average of 29 ppts in cost savings and 18 ppts in revenue.^*

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Your roadmap to digital marketing maturity

The Digital Maturity Benchmark is a diagnostic tool developed based on our in-depth research with BCG.

The tool analyses where your business sits on the path to full data-driven marketing and attribution. Then, it generates a personalized, consultative, interactive report. This benchmarks your organisation against others in your industry and makes both strategic and tactical recommendations to help you level up.

How it works

Benchmark which stage your organisation is at on our digital maturity scale.

Nascent
Emerging
Connected
Multi-moment

Nascent

Marketing campaigns use mainly external data and direct buys, with limited links to sales.

Emerging

Some use of owned data in automated buying with single-channel optimisation and testing.

Connected

Data integrated and activated across channels with demonstrated link to ROI or sales proxies.

Multi-moment

Dynamic execution across multiple channels, optimised toward individual customer business outcomes and transactions.

Dig deeper into how your organisation performs across the 6 dimensions of digital marketing efficiency and profitability.

Organisation

Improve decision-making and results by working collaboratively across teams and with specialised partners.

Analytics and measurement

Accurately measure and value customer touchpoints, using predictive modelling to help plug any gaps.

Assets and ads

Deliver attention-driving, intuitive experiences across digital touchpoints.

Audience

Organise data to identify, understand and influence the most valuable audiences throughout the sales funnel.

Access

Efficiently reach your identified audiences across all ad inventory types and channels, with the right levels of control.

Automation

Optimise marketing operations to drive profitability and growth.

Use the insights from your report to identify how to drive your organisation to the next level, and work with others in your company and your partners to achieve this.

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^* BCG identified these figures by examining success factors and capabilities in over 60 companies across eight industries - read more.

Why digital maturity matters

Consumer shift

Three trends are driving the need for companies to enrich their digital engagement with consumers. Each trend has its own shape and impact, but taken together, they are raising the stakes for less digitally mature brands.

These are not passing trends; they will continue to gain speed going forward. Companies that lack the digital capability to react quickly will lose ground to those that have set themselves up to move fast.

3 trends in digital engagement

Demand volitility

Massive numbers of consumers have moved online. Research shows that in sectors ranging from financial services to all manner of consumer goods more people are doing more discovery, familiarization, validation, and buying online.
- April and May 2020 saw more ecommerce growth than the previous decade with digital sales jumping from 16% to 27% of all retail in the US ¹ and from 18% to 30% in the UK ²
- In effect, a change that would have happened in 10 years, happened in 8 weeks ³
Personalization

Even pre-2020, consumer expectations regarding personalization were rising for both digital and offline engagement
- 78% of online consumers are more likely to purchase with personalized experiences (e.g., different offering). ⁴
- Additionally, more and more digitally native generations will start to become prospective customers for brands, accelerating the trend.
Privacy

Consumer privacy concerns are also evolving, and new regulations are shifting industry data practices, such as large tech companies new stance on privacy or the depreciation of 3rd party cookies, altering how brands engage with customers online.
- According to BCG research and analysis, 80% of customers are cautious about sharing their data, but still expect personalization. ⁵

So, how can you fast-track your digital marketing maturity to anticipate the needs of your customers?

Build a virtuous cycle around 1P data

Top brands understand the data they want and why, and build compelling propositions around first-party data to get it. Data best practice is about a two-way value exchange: one where the company gains the ability to deliver a better customer experience and more effective marketing, and the customer gains useful information, assistance, and offers.

Invest in end-to-end measurement

The ability to measure the impact of different types of interactions, regardless of channel, will become increasingly crucial in a cookie-free world. Brands should move towards true end-to-end measurement ― leveraging predictive models to plug any gaps.

Prioritise agility and a test and learn culture

Building good data practices and applying a test-and-learn approach to measurement are difficult while still operating in traditional, siloed organisational structures. Organisations should prioritise agile, inter-team collaboration to be equipped to respond more quickly to changing market dynamics.

Embrace new skills and partnerships

Top brands respond to gaps in expertise by upskilling their own people, while simultaneously developing retention programmes to attract and retain talent. Brands should first fill skill gaps through partnerships, before developing a more in-depth analysis of the best balance of internal and external capabilities.

Digitally mature brands see clear benefits in revenue growth and efficiencies - but they’re struggling to put it all into practice. Our latest research with BCG shows only 9% of brands are realising the full potential of data-driven marketing. Download the full report to find out more here.

And find out how you can be best prepared to react to these shifting consumer trends in your personalized interactive Digital Marketing Maturity report.

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1 Source: US Department of Commerce, ShawSpring Research, 2020

2 Source: UK Office of National Statistics, 2020

3 Source: US Department of Commerce, ShawSpring Research, 2020

4 Source: Avioos, Bank of America

5 Source: BCG research and analysis