Digital Maturity: How To Assess It?
One of the recurring issues with my clients is the revolution brought by the digital: many companies have indeed difficulties to set the objectives of their digital transformation. However, before defining a vision, it is essential to know from where we start, to measure its current level of “digital maturity”. This digital maturity is simply the ability of companies to identify how digital can help them. But how can a company assess its ability to act and clarify its vision of digital, in comparison with other companies from its sector or geographical area?
Much has already been established in relation to the notion of digital maturity and the different ways to evaluate it. Digital Maturity Models have especially been created, allowing any organization to self-report. Nevertheless, it is necessary to deepen the thoughts and to ask the right questions: am I mature regarding the major digital challenges? What does it mean in terms of technology, user experience, and simplification of processes? Am I aware of my strengths and my weaknesses? How can I position myself in relation to other companies, whether or not they are direct competitors?
Adobe Marketing Score, a free and simple tool to assess digital maturity
In order to achieve this, Adobe has developed a free tool, Adobe Marketing Score, enabling clients to question themselves on key topics, to think about their positioning compared to other companies, to identify their strengths but also to work on areas to improve. This tool is organized around seven key issues of digital marketing:
- Global Digital Maturity (web content, social communities, mobile experience, or personalisation)
- User Experience and its implementation (staff, processes, products)
- Analytics and the ability to use data (collection, analysis and automation data, but attribution models)
- Campaign Management (customer data, different channels, campaign optimization, management analyses)
- Management of Advertisements (tracking, segmentation, allocation model, or customer experience)
- Social Networks (presence on networks, engagement rates, customer relationship management)
- The ability to optimize and target (culture, strategy, leadership …)
Each of these topics contains 30 to 45 questions, for which you need you evaluate yourself with a cursor. This is very fast and takes only twenty minutes, knowing that it is advised to focus only on 2–3 issues to start.
Adobe Marketing Score offers two major advantages. Initially, the tool provides a score out of 5 for a given topic, and a detailed report in order to be able to position yourself regarding a sector, but also to set goals and prioritize areas of development. Secondly, it is also an excellent opportunity to think about questions that you haven’t yet asked yourself on a specific topic.
Of course, it is essential to keep in mind that the tool doesn’t give, by itself, the answers, but allows before everything to ask yourself the right questions, and to open new avenues for thoughts. It is then important to keep on working in collaboration with consulting firms to obtain from this initial report the very substance: to prioritize focus areas for the development of the company and to build a real digital strategy.
What about you, what do you think of the concept of digital maturity and the different ways to evaluate it? Have you tried the Adobe Score Marketing tool? Feel free to share your experiences in the comments.