This document introduces the concept of online maturity and discusses a model for assessing maturity across different online channels. It begins with a quote about how prototype cars often don't live up to the production version. It then defines design thinking and agile working as approaches to online maturity. The document outlines a 5 stage online maturity model and provides examples of how a FMCG company and financial company progressed between stages. It analyzes the online channel maturity of a Dutch bicycle company. Key takeaways emphasize balancing change, defining an integrated ambition, using maturity as a compass, and periodically assessing progress. The document promotes an online maturity whitepaper and website for more information.

1. Online maturity check & challenge
An introduction to online maturity thinking
eDay October 25th, Rotterdam
Stijn van Aert (Online strategy lead @eFocus )

3. Same parties with same after effects

4. You know how you see a
show car, and it’s really cool,
and then four years later
you see the production car,
and it sucks?
And you go, what happened?
Steve Jobs

5. From thinking…

6. …to realization

7. Agile
working
Checking, probing, rejecting, trying again.

8. Design
thinking
“Combine empathy for the context of a
problem, creativity insights and solutions,
and rationality to analyze and fit solutions
to the context.”

9. But still…
Challenge!

10. Online channels
Online Maturity
thinking
5 online maturity stages

11. What’s new…?
Capability Maturity Model (BD Institute) Several maturity models
optimized
managed E-Business Analytics
defined
repeatable Social E-mail
initial

12. Online Maturity model (themes and dimensions)

13. Working with online maturity includes…
Ambition Balanced Periodic
with focus change assessment

14. Online maturity thinking:
not a killer, but an accelerator

15. 1
2
Initial
Ad hoc driven,
Short term value,
3 Limited contribution to
business result
4
Corporate
5 traditionals

16. 1
2 Optimized
1 on 1 customer contact,
Individual customer value,
3 Integrated in organization
4
For example
5 pure players

17. 1
Repeatable
2 Defined
3 Managed
4
5 Today’s focus

18. Online maturity
thinking in practice…

19. Assessment & ambition
2012 –2. Repeatable 2013 –3. Defined 2015 – 4. Managed
FMCG Financial
example example

20. FMCG’s from 2. REPEATABLE to 3. DEFINED
2
3

21. An FMCG from REPEATABLE to DEFINED
• Customer journeys and brand
consistency are key
• Enriched customer profiles
• Scalable and campaign ready platform
• Online integration in core processes
• Steering on individual channel KPI’s
• ROI central in online spend (fact driven)
2
3

22. a Financial moving 3. DEFINED to 4. MANAGED
3
4

23. A Financial from 3. DEFINED to 4. MANAGED
• Steering on total UX
• Dialogue and personalization
• T-shaped teams
• Data, data, data
• Measuring success based on customer value
• Channel choice is based on attribution
3
4

24. www.gazelle.nl
Example: Online Channel Maturity Dutch Bicylcle producer
Online
Platform
Marketing
Websites Apps eCommerce Social Display Email Search

25. Example: Online Channel Maturity (2012)
5. optimized
4. managed
3. defined
2. repeatable
1. initial
Websites Apps Webshop Social Display Email Search

26. Example: Online Channel Maturity (upcoming ambition)
5. optimized
4. managed
3. defined
2. repeatable
1. initial
Websites Apps Webshop Social Display E-mail Search

27. Online channels
Online Maturity
thinking
5 online maturity stages

28. Key take
aways
1. Balance your change
2. Define an integrated ambition
3. Use online maturity as a compass
4. You are on a moving target
5. Periodically assess

29. ONLINE MATURITY
WHITEPAPER
MEI 2012
Want to know SEBASTIAANBODE
More?
STIJN VAN AERT
WWW.EFOCUS.NL
www.efocus.nl/onlinematurity

30. Thank you.
www.efocus.nl
@efocus