Webtrends has made available a beta version of a standardised model for determining how effectively organisations measure and utilise the data generated by their online marketing.

The Digital Marketing Maturity Model (DM3) provides a framework and objective criteria for assessing the strategies, skills, tools and best practices that support the successful measurement of all digital marketing activities.

“For online marketing to continue to grow and mature, there need to be standardised, structured approaches for organisations to ensure they are getting the most bang for their digital marketing buck,” says Jascha Kaykas-Wolff, Webtrends’ vice president of marketing. “We hope this model leads to consensus about how to build and maintain mature measurement programs across all types of digital marketing investments.”

The model is designed to help organisations:

• Measure the maturity of digital marketing programs in six core areas (measurement strategy, analytics resources and domain expertise, data integration and visualisation, data analysis and insight, adoption and governance, ongoing optimisation).
• Assess measurement programs across all digital channels, including web sites, search engine marketing, online advertising, social media and other digital marketing channels.
• Pinpoint the skills, staffing and other investments needed to advance within the model’s four levels of maturity.

Webtrends is actively seeking feedback on the DM3 beta and a white paper (pdf) is available to learn more about the model, along with a self-assessment survey. Responses to the survey will be compiled to create industry and regional maturity norms, and participants can also receive their score and an assessment.

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