At our presentation we discussed the maturity model, what it consists of and how to use it.
The purpose of the maturity model
The maturity model gives an internal insight into the professionality of the organization and the marketing channel which the organization uses in its online business. This insight offers the organization a clear road map that shows the steps that need to be taken to achieve the next level in performance marketing strategy.
The Maturity model is built in several phases in order to obtain a clear focus for each phase.
The 4 phases
- Presence: the advertiser is active in one or more marketing channels. The advertiser does not respond via analyses and KPI (e.g., cost per sale/ engagement).
- Performance: based on the specific KPI, the advertiser responds and manages the online marketing channels (e.g., conversion, cost per conversion, ROI).
- Data integration: specific automatic processes import and export (internal and external) data into the campaigns.
Example: For existing customers, CRM data will be used for personal content in online marketing channels. Non-customers will receive different content in online marketing channels (e.g., custom audiences in Adwords), or existing customers will be excluded from a sales campaign. Margin and stock will be used in the online marketing channel bidding strategy. (e.g., Corendon will use their availability of free seats on their plains to bid in online marketing positions to fill their seats. The online marketing bid strategy is linked with external data, e.g. weather conditions. Calvé will add more online marketing channels for their BBQ sauce when the temperature is above 25 degrees.
- Centralized omni-channel strategy: the online marketing strategy is orchestrated by a 360° customer overview. With this overview, you have a 1:1 communication channel live. The website is more personalized thanks to the integration via offline and online data, e.g. offline shopping information or call center information is linked with CRM data. A specific online marketing channel will be served to the customer by the online marketing channel preference and the expected customer value (e.g., an email for existing customers, or in the event of no open or CTR the customer will receive an Adword or banner). Effects: better relevance, less waste and improved ROI.
Besides the maturity model, the maturity assessment is also employed to provide a complete organizational picture. The maturity assessment gives an overview by 4 themes: data, technology, marketing and people.
The maturity assessment is comprised of the following aspects:
- Data: data quality, management, availability, usability (GDPR)
- Technology: process & platform
- Marketing: capacity & experience
- People: organizational design, people skills, engagement level
These two models provide a fantastic overview of your organization and enable you to choose the next steps which need to be taken to performance based marketing.
If you have any questions, do not hesitate to contact our Business Development Manager Gerard van den Dool (+31 6 22 50 30 56). Also, follow us to stay updated on the progress of this model thanks to the expert group of Shopping Tomorrow.