Digital Maturity report

This report will show you where you might not be performing as well, and how to keep your marketing maturity at the highest level.

In partnership with
bcg logo

AF SEO AGENCY
February 2022
Your Digital Maturity level is

Multi-moment

Congratulations, you're in the top group for digital maturity

Your overall digital maturity

/4

Multi-moment (3-4)

This is the most advanced of the 4 levels of maturity. You have achieved dynamic execution across multiple channels, optimised toward individual customer business outcomes and transactions.

Maturity Benchmark

Your company AF SEO AGENCY has a rating of 3.2 which is a maturity level of Multi-moment .

The industry average is 1.5 which is a maturity level of Emerging . not available yet.

The industry best is 4 which is a maturity level of Multi-moment . not available yet.


Six dimensions of digital marketing maturity

Together with BCG, we identified the key dimensions that drive data-driven marketing maturity. Click the icons below to see how you perform in each.

Analytics and measurement

Analytics and measurement

Great attribution means accurately measuring and ascribing value to all consumer touch-points, so you make informed investment decisions and create even better, even more impactful experiences.
Multi-moment
in this dimension
3.0/4
You use a variety of measurement methodologies as well as a data-driven attribution model. Results from frequent A/B testing are used for optimisation across campaigns when they’re running. Evaluation of your marketing activities tends to be based on business outcomes.

Maturity Benchmark

Your company AF SEO AGENCY has a rating of 3 which is a maturity level of Multi-moment .

The industry average is 1.2 which is a maturity level of Emerging . not available yet.

The industry best is 4 which is a maturity level of Multi-moment . not available yet.

Analytics and measurement logo

Congratulations, you're in the top group for data maturity

Here's how to get even better:

  • Measure the true value of your marketing activities

    Continue to fine-tune your data-driven attribution model and leverage proprietary insights, data sources and machine learning capabilities. Determine the value of new user interactions, for example, a new feature in your app or added service provided in-store or through a call centre. Feed this value into your measurement models.

  • Capture marketing performance data comprehensively

    Add emerging campaign types or activities in new channels, such as a social media platform, to your single source of truth for marketing performance.

  • Expand your measurement capabilities

    Establish and iterate on a robust and shared process for your different measurement methodologies to optimise all aspects of digital marketing, including budget allocation, creative impact or the performance of individual channels.

  • Build your teams’ skills in web analytics

    Ask relevant people to take the advanced courses of the Analytics Academy.

    Analytics Academy

Assets and ads

Assets and ads

Reaching consumers is not enough. They demand assistive experiences - fast, frictionless and tailored to their specific needs. You need to deliver intuitive and effective experiences across all brand digital touchpoints, including your website, your app, ads and branded content.
Multi-moment
in this dimension
4.0/4
You are using cutting edge technology to create an impactful and tailored user experience across your websites and apps. Teams collaborate to build creatives, which are coordinated across digital and non-digital channels. You share results from several testing methodologies across digital and non-digital teams to improve creative effectiveness. Your messages are tailored to a variety of segments of your audience and influenced by contextual signals.

Maturity Benchmark

Your company AF SEO AGENCY has a rating of 4 which is a maturity level of Multi-moment .

The industry average is 1.4 which is a maturity level of Emerging . not available yet.

The industry best is 4 which is a maturity level of Multi-moment . not available yet.

Assets and ads logo

Congratulations, you're in the top group for data maturity

Here's how to get even better:

  • Improve the relevance of your ads for different types of users

    Keep up to date with the latest research and industry best practices to find new ways of increasing the relevance of your ads.

  • Tailor the user experience of your assets

    Continue to invest in tailoring your website to the expectations of different audiences. Leverage new data signals as they become available, for example, from emerging device types or internal tools.as they become available

  • Maximise the impact of your creative tests

    Continue to share the results of your tests widely and build a robust data set of creative performance. Iterate feedback and sharing processes to ensure continued improvement off your creatives

  • Continue to invest in the speed of your mobile assets

    Every fraction of a second counts. Take the mobile speed test regularly to identify areas of improvement.

    Mobile speed test
  • Review the entire user experience to identify friction points

    Keep up to date with emerging trends in UX and web technologies. Explore further possibilities to improve the user experience as people move between digital touchpoints and between digital and non-digital touchpoints.

  • Improve collaboration of teams that are responsible for creatives

    Connect teams who are responsible for your creatives with newly hired specialists or teams.

Access

Access

Once you are able to identify your audiences, you have to efficiently reach them and deliver your marketing messages across all inventory types and channels with the right levels of control.
Connected
in this dimension
2.8/4
Your keyword lists extend well beyond product-related terms and most of your digital media buys are auction-based and direct buys across a variety of inventory sources and formats. You invest resources in systems to ensure brand safety and ad viewability and to prevent ad fraud.

Maturity Benchmark

Your company AF SEO AGENCY has a rating of 2.8 which is a maturity level of Connected .

The industry average is 1.6 which is a maturity level of Emerging . not available yet.

The industry best is 4 which is a maturity level of Multi-moment . not available yet.

Access logo

You could be Multi-moment

Here's how you get there:

  • Extend your reach and optimise performance

    In addition to your extensive keyword list, use automated features that capture unpredictable demand, for example, search queries generated by current events. Increase the percentage of video and display media you buy programmatically and consider additional deal types such as preferred or guaranteed. Consider buying some of your non-digital media programmatically.

  • Ensure quality control

    Monitor brand safety, viewability, ad quality and keyword performance in your campaigns. Feed the results directly into your algorithms that optimise bidding, your media buys and your budget allocation. Actively engage with ecosystem partners to prevent future issues.

  • Increase the variety of ad formats

    Use digital TV and digital out-of-home formats.

Audience

Audience

To reach consumers whenever they need you, you have to organise all data sources to identify, understand and influence the most valuable audiences throughout the sales funnel.
Multi-moment
in this dimension
3.3/4
You use 3rd party and 1st party data - including offline data - to target your campaigns, covering the full marketing funnel. You are using insights captured in 1 channel in another channel and you have segmented your audience based on advanced analytics or machine learning.

Maturity Benchmark

Your company AF SEO AGENCY has a rating of 3.3 which is a maturity level of Multi-moment .

The industry average is 1.6 which is a maturity level of Emerging . not available yet.

The industry best is 4 which is a maturity level of Multi-moment . not available yet.

Audience logo

Congratulations, you're in the top group for data maturity

Here's how to get even better:

  • Update the types of signals you use to reach your audience

    Consider new signals as they become available to build your audience segments. Continue to update these segments based on the value they deliver to your business.

  • Leverage insights from the entire company

    Assess if insights from new marketing channels, device types, ad formats and business systems can be used to improve how you reach users.

  • Enhance segmentation capabilities

    Stay close to developments in the tool landscape and explore opportunities related to improving the actionability of insights. For example, check if insights gained in 1 tool, like your Data Management Platform, could be used in another tool, like the 1 where you build and run your campaigns. Leverage emerging machine learning technology to improve your audience segmentation.

Automation

Automation

Tailored experiences typically require your marketing to use multiple data points, including your users’ context, the time of day or the device they’re using. Automation can help you to achieve relevance for users at scale. It enables you to optimise the execution of marketing operations, driving advertising effectiveness, profitability and growth.
Multi-moment
in this dimension
3.5/4
Leveraging a variety of data signals, you make use of automation features for planning, creating, monitoring and optimising most or all of your campaigns. This may include the usage of ad servers, platform APIs and dynamic data feeds.

Maturity Benchmark

Your company AF SEO AGENCY has a rating of 3.5 which is a maturity level of Multi-moment .

The industry average is 1.4 which is a maturity level of Emerging . not available yet.

The industry best is 4 which is a maturity level of Multi-moment . not available yet.

Automation logo

Congratulations, you're in the top group for data maturity

Here's how to get even better:

  • Stay on top of new technology

    Stay close to new platform features that make setting up and managing campaigns more efficient, for example, start buying media on new channels or platforms to go through your Demand Side Platform (DSP) as soon as it’s feasible. Leverage new features of platform APIs to automate more tasks in campaign setup, maintenance, reporting and optimisation.

  • Automate high volume tasks

    Actively look for repetitive tasks that could be automated and identify tasks that are already automated but may benefit from more data inputs, for example, if your bids are already being set automatically, integrate additional relevant data signals as they become available.

  • Automate assets that have many variables

    Pay attention to new data signals that may help to improve the algorithms in your creative optimisation technology. Aim for a high percentage of automated creative optimisation.

Organisation

Organisation

Every marketing decision has goes through a process, is influenced by the way you work across teams and partners, and depends on support by people with specialised skills. So having an advanced data strategy, the right tech platforms and creative ideas only gets you so far: your organisation has to be set up to enable the right decisions to be made and executed.
Connected
in this dimension
2.6/4
You have cross-functional teams with common objectives across all digital channels. Most or all agency partners collaborate with each other.

Maturity Benchmark

Your company AF SEO AGENCY has a rating of 2.6 which is a maturity level of Connected .

The industry average is 1.6 which is a maturity level of Emerging . not available yet.

The industry best is 4 which is a maturity level of Multi-moment . not available yet.

Organisation logo

You could be Multi-moment

Here's how you get there:

  • Expand specialist resources

    Increase the number of specialists for specific digital marketing channels, for data science and measurement technologies.

  • Increase coordination and collaboration

    Investigate if data-driven marketing could be sponsored by a more senior person, for example by the CEO. Coordinate and agree on marketing objectives across digital and non-digital channels. Link your marketing objectives to business results. Improve processes that enable day-to-day collaboration across teams, functions and between your organisation and all relevant ecosystem partners.

  • Improve partner management and ways of working

    Improve collaboration between all relevant agencies and from virtual campaign teams. Increase your ability to work in agile ways, for example, devote more budget to running experiments and refine processes around best practice sharing across functions, brands, departments and regions.


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