Digital Analytics Roadmap
3 min read

Digital Analytics Roadmap

Digital Analytics Roadmap
Photo by Jaromír Kavan / Unsplash

Recently, I’ve checked out the digital analytics roadmap I built at work and thought I’d give a check to see where we (my former company) were on that roadmap.

It is also good to reevaluate the roadmap and assess whether it reflects current industry trends. Usually, a team changes a lot in a company, if not in a few years, maybe within a year. Companies in Silicon Valley move fast with no exceptions to the companies I've worked at.

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; they guided me to 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 many digital analytics roadmaps I’ve seen are geared towards adopting tools and integrating data platforms.

Something web engineers or people responsible for tracking implementation would be interested in.

The following diagram I created plots the level of advancement in data practice and the maturity of each level.

Each ‘advancement’ level is probably different for each company as every company solves different. In addition, I’m sure every team or department is structured differently, and the objectives and goals are different, too.

Here, you’ll see my first roadmap created in that past that evolved. Of course, you can still take an older diagram and use it to see if your company has adopted any of this.

That said, it is 2017, so I thought I should refresh it, so the 2nd one below is my latest. Keep in mind; every company is different in approach and priorities. Still, fundamentally, given our access to technology and 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 frameworks without considering the specific business problems you need to solve, but hopefully, you can be inspired by them.

digital analytics roadmap by ZoomMetrix

More recent version

Digital Marketing Analytics Roadmap by ZoomMetrix

I kept the 2017 version more high-level. What’s important to note is that my subjective assessment of many companies is that they have barely got out of the first two phases. First, 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

The scariest 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 that Predictive and Prescriptive analytics are the future, but the reality is that 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 ideas for you.

Here are some useful links I referenced to judge what a 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?

Thank you so much for taking the time to read my content.  If you've liked what I've had to say please subscribe!

Join many curious data-driven marketers who grow with us each week

Great! Check your inbox and click the link.
Sorry, something went wrong. Please try again.