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Digital Maturity Model

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DOCUMENT DESCRIPTION

Driven by 8 core emerging technologies, the role of technology in an organization is shifting from being a business enabler to a business driver. As companies transform “digitally,” they go through a process where their technological capabilities mature and evolve over time.

This is captured in our 7-phase Digital Maturity Model framework:

1. Initiate
2. Radiate
3. Align
4. Optimize
5. Automate
6. Transform
7. Improve

This deck is an excerpt from our more comprehensive framework, Digital Transformation Strategy.

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Digital Maturity Model

  1. 1. This is an exclusive document to the FlevyPro community - http://flevy.com/pro Framework Primer Digital Maturity Model InitiateInitiate 1 RadiateRadiate 2 AlignAlign 3 TransformTransform 6 OptimizeOptimize 4 AutomateAutomate 5 ImproveImprove 7
  2. 2. 2This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Contents Digital Maturity Model Overview The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/digital-maturity-model-2250
  3. 3. 3This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Driven by 8 core emerging technologies, the role of technology in an organization is shifting from being a business enabler to a business driver. As companies transform “digitally,” they go through a process where their technological capabilities mature and evolve over time. This is captured in our 7-phase Digital Maturity Model framework: This deck is an excerpt from a comprehensive framework guide, Digital Transformation Strategy, which is available on Flevy here: • https://flevy.com/browse/document/digital-transformation-strategy-2249 As companies transform “digitally,” their technological capabilities evolve according to our Digital Maturity Model Executive Summary InitiateInitiate 1 RadiateRadiate 2 AlignAlign 3 TransformTransform 6 OptimizeOptimize 4 AutomateAutomate 5 ImproveImprove 7 The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/digital-maturity-model-2250
  4. 4. 4This document is an exclusive document available to FlevyPro members - http://flevy.com/pro As the role of technology is shifting from being a business enabler to a business driver, opportunities for Digital Transformation emerge Shift in Technology Role The role of technology has shifted… From purely a business enabler to also a business driver. Likewise, technology is helping businesses achieve both Operational Improvement and Revenue Growth. Technology enables the business B T Historically, business requirements collected from “business users” drove the technology that then enabled the business to advance. Technology purely played a supporting role in this model. In the Digital Age today, technology creates new opportunities and fundamentally transforms businesses in all aspects—operations, business models, strategies. It not only enables the business, but also drives its growth and can be source of competitive advantage. B T The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/digital-maturity-model-2250
  5. 5. 5This document is an exclusive document available to FlevyPro members - http://flevy.com/pro There are 6 core emerging technology trends that make Digital Transformation possible 6 Technology Trends Social Media Cloud Big Data & Analytics Internet of Things Mobility Cyber- security Digital Transformation • Social media and collaboration technologies enable new ways and drive expectations of interacting, personalization, and building relationships within and beyond the organization. It is a key drive to improving the Customer Experience. • The possibility to virtualize and consume infrastructure, platforms, and applications as a service (XaaS) enables new levels of scalability, flexibility, and responsiveness. It also gives way to new business and service models. • Analytical methods and access to the right data enable the generation of new insights and decision-rich information. Big Data approaches allow to make use of the rapidly increasing amount of data from multiple sources. • Connected devices of all kinds and cheap sensors integrated nearly everywhere constantly create large amounts of data that need to be managed effectively. This also enables new ways of automated and personal interaction. • Cybersecurity is the protection of information systems from theft or damage to the hardware, the software, and to the information on them. The more we depend on the Internet and related technologies, the more we depend on their security. As such, there can be no Digital Transformation without cyber- security. Cybercrime, digital espionage, and hacktivism (digital activism) have become serious risks to businesses and consumers. • The uninterrupted trend towards using mobile devices impacts all areas of business and personal life by transforming how people interact, consume information and services, collaborate, and work. It allows for consumers to be reached wherever they are and at all time of the day. The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/digital-maturity-model-2250
  6. 6. 6This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Contents Digital Maturity Model Overview The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/digital-maturity-model-2250
  7. 7. 7This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Our Digital Maturity Model is based on 7 phases of increasing digital maturity Digital Maturity Model Digital Maturity StrategicValue InitiateInitiate OptimizeOptimize AutomateAutomate TransformTransform ImproveImprove 1 RadiateRadiate 2 AlignAlign 3 6 4 5 7 Crawl Walk Run Source: Digital Maturity Model 2.0, Sitecore, 2012 The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/digital-maturity-model-2250
  8. 8. 8This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Each phase can be characterized by defining objectives along both technology and KPIs Digital Maturity Model – Objectives Digital Maturity StrategicValue InitiateInitiate 1 RadiateRadiate 2 AlignAlign 3 TransformTransform 6 OptimizeOptimize 4 AutomateAutomate 5 ImproveImprove 7 • Online presence with information about company and offerings • KPIs are traffic related • Distribute content across digital channels where users are • KPIs are traffic related, but segmented according to channel attribution • Use digital strategically to grow revenues • KPIs are tied with strategic objectives • Optimize digital presence to get higher engagement • Optimize marketing spend • KPIs are tied with strategic objectives and is measured towards specific marketing objectives • Nurture prospects and customers to increase revenue and lower time to close • KPIs are tied with revenue, time, leads generated, and progress • Having a one-to- one convos with customers, blending offline and online data • Building up customer profile with relevant data from online and offline • KPIs are tied with cross- channel goals and integrated with customer DB • Use intelligence and predictions to optimize cross channel Customer Experience • Use of analytics to improve decision making • responsiveness and speed become a competitive advantage • KPIs are closely tied with revenues The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/digital-maturity-model-2250
  9. 9. 9This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Furthermore, each phase has different areas of focus Digital Maturity Model – Focus Areas Digital Maturity StrategicValue InitiateInitiate 1 RadiateRadiate 2 AlignAlign 3 TransformTransform 6 OptimizeOptimize 4 AutomateAutomate 5 ImproveImprove 7 • Increasing investments in acquiring traffic • Email used for mass mailing • Effective use of content re-use • Light social integration, where visitors share and “like” content • Start of analytics, where focus Is on qualitative outcomes and all marketing initiatives tracked • Better use of sales intelligence to provide lead reports to own sales force • Support existing channels with use of ecommerce services • Use of campaigns to track marketing spend • Understand visitor behavior by profiling content with personas and other relevant profiles • Low level personalization • Enable community for users • Move to cross- channel dialogue, where focus is listening to behavior and responding in favorite channel • Strong focus on automated email marketing (e.g. cart abandonment) • Personalization moving towards behavioral targeting • One channel view of the customer (online and offline) • Integration to customer DBs • Using BI to bridge data between online and offline • Online and offline automation • Start to automate optimization process • Capability to analyze Big Data sets • Use of data on customer level • Automated data analysis • Automated optimization through testing and personalization • Executives will use predictions on future revenue The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/digital-maturity-model-2250
  10. 10. 10This document is an exclusive document available to FlevyPro members - http://flevy.com/pro In the diagram below, we can see how, as our organization transforms, the usage of technology becomes more evolved and sophisticated Digital Maturity Model – Capabilities Digital Maturity StrategicValue InitiateInitiate 1 RadiateRadiate 2 AlignAlign 3 TransformTransform 6 OptimizeOptimize 4 AutomateAutomate 5 ImproveImprove 7 Design (one size fits all) Real-time (Web) Analytics Traffic Acquisition (SEO, SEM) Email Marketing (basic) Design (responsive) Engagement Analytics Email Marketing (segmented) Content Distribution (multi-channel) Social (share) Sales Enablement (reporting) E-commerce (disconnected) Design (Device-aware) Predictive Analytics Traffic Acquisition (SEO & bid management) Email Marketing (automated) Content Distribution (cross-channel dialogue) Social (engage) Sales Enablement (CRM integration) E-commerce (integrated) Social (listen) Campaign Management Testing (A/B & MV) Profile Content & Visitors Campaign Attribution Community (integrated cross-channel) Testing (automated) Central Hub for Profiles Community (established) Personalization Recommendations Automation (basic) Machine Learning Adaptive Print Behavioral Targeting Automated Decision Big Data Predictions Data Lake The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/digital-maturity-model-2250
  11. 11. 11This document is an exclusive document available to FlevyPro members - http://flevy.com/pro This primer was extracted from the complete Digital Transformation Strategy framework published by LearnPPT The Digital Transformation Strategy is a comprehensive guide to understanding Digital Transformation, developing your Digital Transformation Strategy, and then ultimately executing that strategy to realize the transformation. Topics covered include Customer Purchase Process, Customer Experience Matrix, McKinsey's Customer Decision Journey, Accenture's Nonstop Customer Experience Model, Digital Maturity Model, 6 Layers of Successful Execution, Service Delivery, Social Media Strategy, among others. You can find this document here: https://flevy.com/browse/business-document/digital- transformation-strategy-2249 The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/digital-maturity-model-2250
  12. 12. 12This document is an exclusive document available to FlevyPro members - http://flevy.com/pro This presentation was created by LearnPPT. We are a team of management consultants trained by top tier global consulting firms with a collective experience of several decades. Our documents consist of business templates, business frameworks & methodologies, and PowerPoint templates. View our available presentations on Flevy here: https://flevy.com/author/LearnPPT The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/digital-maturity-model-2250
  13. 13. 13This document is an exclusive document available to FlevyPro members - http://flevy.com/pro Flevy (www.flevy.com) is the marketplace for premium documents. These documents can range from Business Frameworks to Financial Models to PowerPoint Templates. Flevy was founded under the principle that companies waste a lot of time and money recreating the same foundational business documents. Our vision is for Flevy to become a comprehensive knowledge base of business documents. All organizations, from startups to large enterprises, can use Flevy— whether it's to jumpstart projects, to find reference or comparison materials, or just to learn. Contact Us Please contact us with any questions you may have about our company. • General Inquiries support@flevy.com • Media/PR press@flevy.com • Billing billing@flevy.com The content on this page has been partially hidden. FlevyPro members can download the full document here: http://flevy.com/browse/flevypro/digital-maturity-model-2250
  14. 14. 1 Flevy (www.flevy.com) is the marketplace for premium documents. These documents can range from Business Frameworks to Financial Models to PowerPoint Templates. Flevy was founded under the principle that companies waste a lot of time and money recreating the same foundational business documents. Our vision is for Flevy to become a comprehensive knowledge base of business documents. All organizations, from startups to large enterprises, can use Flevy— whether it's to jumpstart projects, to find reference or comparison materials, or just to learn. Contact Us Please contact us with any questions you may have about our company. • General Inquiries support@flevy.com • Media/PR press@flevy.com • Billing billing@flevy.com

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