Prospero Digital Maturity curve showing the stages of evolution and the importance of the inflection point at which most internal functions must change

1. Digital Maturity Curve
Inflection Point
Digital Beginners
• Activity not tied into business strategy
• Teams in siloes
• Disparate data sources
• Ad-hoc, isolated activity in individual
channels
1 Digital Siloed
• Limited collaboration across teams as
siloes start to break down
• Assets held on local devices
• Islands of desktop analytics tools in
place
• Digital P+L sole arbiter of
performance
2 Digital Aspirations
• KPI /OKR driven metrics
• Collaboration a significant part of
decision-making
• Datasets combined for more
insightful analysis
• Attribution modelling to evaluate
cross-channel effectiveness
3 Digital Organisation
• Continuous insights and
optimisation across all channels
• VOC active in decision-making
• Relentless search for new data
sources and tools
• All assets managed digitally
• Widespread use of large data sets
from within an enterprise assets
store
4 Digital Leaders
• Business success aligned to
customer outcomes
• Digital management shared across
total enterprise i.e. no digital team
• AI-lead automatic reappraisal of all
operational processes and
procedures
• Continuous content updates across
all channels and devices
• Wants to disrupt!
5
Benefits:
Business-centric, digitised functions
Characteristics:
Siloed, linear, closed
Benefits:
Customer-centric, data-led
Characteristics:
Agile, dynamic, connected
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