Post updated on 2/27/2017
Recently, I’ve checked out my digital analytics roadmap I built at work and thought I’d gave a check to see where we (my former company) we were on that roadmap.
It is also a good idea to reevaluate the roadmap and assess rather it reflects current industry trend. Usually, a team changes a lot in a company, if not in few years, maybe so within a year. Companies in Silicon Valley moves really fast.
So it is always a good idea to reassess the plan you had in mind and reflect on what you had built. That will help you guide to the next steps in your planning in your roadmap.
The roadmap I’m talking about is more of a digital analytics maturity line rather than an advancement of data practice or usage of tools. So please note that this is not about metrics framework stuff.
In the past, some of the roadmaps I’ve seen from analytics conferences were very useful, it gave me the guidance to really think about my starting point, tools to consider, and skills to consider learning to help my company or the department mature with digital analytics.
However, I have noticed that much digital analytics roadmap I’ve seen are really geared towards the adoption of tools, integration of data platforms. Something web engineers or people responsible for tracking implementation would be interested in.
The following diagram I created plots level of advancement in data practice along with the maturity of each level.
Each ‘advancement’ level is probably different for each company as the problems every company solving are different. I’m sure every team or department are structured differently and the objectives and goals are different, too.
You’ll see here my first roadmap created in 2013 and my latest in 2017. You can still take older diagram and use it to see if your company has adopted any of this.
That said, it is 2017, so I thought I give it a refresh, so the 2nd one below is my latest. Keep in mind, every company is different in approach and priorities, but fundamentally, given our access to technology and where it is evolving, I thought this would be a good version 2.
The most important thing you need to take into consideration when looking at this roadmap is to ask yourself “what business problem is being asked to solve“.
These are example framework without taking into considerations of your specific business problems you need to solve, but hopefully, you can be inspired by it.
Here is my latest version.
I kept the 2017 version more high-level. What’s important to note is that my subjective assessment of many companies are that they have barely got out of the first two phases. Enable tools for analysts and data integrations phase.
Why do I say that? Because according to eConsulancy’s research, many of their data indicate many businesses challenge trying to get insights and value out of typical analytics challenges observed from the early phases of my roadmap.
Close to or over 40% of the skills gap are coming from:
- Using Digital Analytics tools
- Using Business Intelligence tools
- Conversion rate optimization
Most scary part is that in 2016, 62% of their survey respondents said they do not have a documented data analytics strategy. WOW!!
In many discussions of maturity or roadmap framework, you’ll see Predictive and Prescriptive analytics are the future, but reality is many businesses are not there yet. I feel like there are bigger problems on hand that many of us marketers are still trying to get a grip on. Like, mobile/desktop attribution, multi-touch attribution, getting clean data in a speedy fashion, etc.
Hopefully, this blog post ignites the idea of reevaluating our digital analytics roadmap. There is no one straight answer, so hopefully, my diagram kicks off some new idea for you.
Here are some useful links I referenced to make some judgments on what basic roadmap for digital marketing analytics could look like.
Econsultancy: Measurement and Analytics Report 2016: Four key challenges in dealing with data
Hubspot: What are your company’s top marketing challenges?
Statista (AMA data): What do you think will be the most buzzed about marketing topic of 2016?
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