Lima Consulting Group at SIP Connect 2015 - Deploying the LCG Maturity Model

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1
SERVINGDIGITAL MARKETINGVISIONARIES
Paul Lima
Managing Partner
plima@limaconsulting.com
Twitter: @LimaConsulting

Best Practices Series:
Deploying the LCG
Maturity Model

LCG Analytics Maturity Lifecycle
Descriptive Analytics Diagnostic Predictive Prescriptive Cognitive
What happened?
Data Gathering, Focus on verifying and
validating data and generation of reports from
individual data sources. Datawarehousing
and data visualization tools begin.
Why did it happen? What should we
do?
Information turned into learning &
Insights. Primary focus on segmentation
analysis. Profile enhancement using 3rd
party solutions begins.
I knew that would happen.
A 360 view of Segments
and Person to Person
interactions. Innovations in
customer experiences on a
1:1 level.
What’s happening?!
Reporting, Analysis, Current and near real-
time. Multi-channel analytics begins. Focus
on intelligence, and determining “what’s a
good #?” Alerts and exceptions based
processing begins.
What’s the next best action? What will happen?
Improvement focused, a bias towards action.
Automation and decision engines begin to shift
engagement and profile enhancements from
segments to individually created experiences
across all channels & content types.

LCG Analytics Maturity Lifecycle
Descriptive Analytics Diagnostic Predictive Prescriptive Cognitive
An Investment
with Negative ROI
Cash Neutral due to
Actionable Intelligence
+ ROI – Some projects
can have 1,000 ROI

The roadmap to Predictive Actions

Institute for Operations Research & Management Sciences

Take the Maturity Model for free
 https://analyticsmaturity.
informs.org/index.php


Digital Analytics Maturity Roadmap
 The roadmap provides the connection between strategy and action
 Practical plan of action to accomplish business objectives
Organizational Analytics Capability Data & Infrastructure
People Analytics Framework Health
Leadership Roles & Skills Access
Measures Analytics Services Traceability
Processes Analytics Processes Analytics Architecture

LCG Maturity Model Sample Findings
0
1
2
3
4
5
6
7
People
Leadership
Measures
Processes
Analytic Framework
Roles and Skills
Analytic Services
Analytic Processes
Health
Access
Traceability
Analytics Architecture
Current Score Goal

Return on Marketing Technologies Research Series:
Top 250 Media and
Entertainment

Lima Consulting Group (LCG) audited 250 of the top media and entertainment (M&E)
websites, using ObservePoint’s advanced tag auditing solution. The 250 media and
entertainment sites were divided into of four sectors:
Measuring the Return on Marketing Technologies
Entertainment
(General) Movies
Sports
News and WeatherRadio TV

Our audit detected 150 unique marketing technologies. Lima Consulting Group
and ObservePoint maintain a list of approximately 200 unique Marketing
Technologies, so the industry as a whole is deploying about 75% of all known
Marketing Technologies.
Media and Entertainment: State of the Industry
66
Average Audit
Score
34
Average
Number of Tags
94%
Average % of
Pages Tagged
5.93
Seconds Average
Site Load Time

Sites with fully deployed
Tag Management
Systems are generally
out-performing those
without.
Four Key Takeaways
As a sector, News and
Weather websites are
the most advanced
deploying the most
marketing technologies.
Approximately 37% of
the Media and
Entertainment industry
have deployed a Tag
Management System
Of the M&E sites
implementing Tag
Management Systems,
26% are opting for paid
solutions.
1 2
3 4

Based on our learning from this Whitepaper and similar research for other industries, we have
consolidated a list of best practices.
 Tag Auditing Improves the Return on Marketing Technologies (RoMT)
 Avoid vendor lock-in. If you have a TMS vendor other than your analytics vendor, you can
negotiate contract renewals more aggressively because you have reduced your switching
costs.
 Pay only for what you use. By reducing data duplications, you can improve your return on
marketing technologies (RoMT). Companies that have high duplication rate are overpaying on
their MarTech.
 Organizations considering an investment in any TMS should conduct a Tag Audit as part of
the vendor selection process to better understand the current pain points and to desired
outcome.
 Monthly tag deployments audits can help organizations identify attain the Fully Deployed
status by identifying pages with missing tags, duplicate tags and failed vendor rules.
Summary of Best Practices

15
Switch to tableau reader

Composition of Tags Used within the Media and Entertainment Industry

M&E Sites with the Most Tags

Audit Score vs. Number
of Tags
Definitions of categories of
Organizations:
Journeymen: What few tags
these organizations have
attempted to deploy, they
deployed sporadically.
Craftsmen: What few tags these
organizations have deployed,
they've deployed adequately.
Scouts: These organizations
have deployed many tags relative
to their industry and have
deployed them sporadically.
Expeditionaries: This group is
realizing the best Return on their
Marketing Technologies (RoMT) in
the category.

News and Weather
had a median of 47
tags, while the industry
median is 40.
The bar graph on the
left shows the median
number of tags, while
the one on the right
uses a box plot to
better explain the
distributions.
Insight #1 - News and Weather sectors are the most advanced

The M&E sectors
are using web
analytics, but many
sites fail to
completely deploy it
(about 32%)
At LCG, the
standard for a fully
deployed analytics
solution is at 95% of
pages tagged.
Insight #2 – All sectors have partial implementations of Analytics
Percentage of Sites with Analytics Deployed to at Least 95% of pages

Insight #3 - Of the M&E sites implementing TMS, 26% are opting to pay for the service
Why?
While there are a multitude of free
TMS options, our surveys have
shown that the desire to avoid vendor
lock-in, privacy concerns, and the
complexity of IT architecture were
cited as the main reason
Primary TMS Vendor of FSI Sites Implementing Tag Management Systems

TMS Implementation by Sector
Insight #3 - Of the FSI sites implementing TMS, 26% are opting to pay for the service

Insight #4- Sites with fully deployed Tag Management Solutions are generally out-
performing those without
We believe that the adoption of robust data governance and quality assurance processes improves the
reliability of web data and improves the Return on Marketing Technologies
Benefits of Deploying a TMS

Based on our learning from this Whitepaper and similar research for other industries, we have
consolidated a list of best practices.
 Establish a data governance function
 Conduct Tag Audits to maximize the Return on AdTech and MarTech (ROI)
 Avoid vendor lock-in. If you have a TMS vendor other than your analytics vendor, you can
negotiate contract renewals more aggressively because you have reduced your switching
costs.
 Pay only for what you use. By reducing data duplications, you can improve your return on
marketing technologies (RoMT). Companies that have high duplication rate are overpaying on
their MarTech.
 Organizations considering an investment in any TMS should conduct a Tag Audit as part of
the vendor selection process to better understand the current pain points and to desired
outcome.
 Monthly tag deployments audits can help organizations identify attain the Fully Deployed
status by identifying pages with missing tags, duplicate tags and failed vendor rules.
Summary of Best Practices

25
Helping organizations develop, deploy and measure digital marketing
strategies
Paul Lima
Managing Partner
plima@limaconsulting.com
Twitter: @LimaConsulting

Lima Consulting Group at SIP Connect 2015 - Deploying the LCG Maturity Model

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