lima consulting group at sip connect 2015 - deploying the lcg maturity model

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1

SERVING DIGITAL MARKETING VISIONARIES

Paul LimaManaging [email protected]: @LimaConsulting

mailto:[email protected]


© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.

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

People

Leadership

Measures

Processes

Analytic Framework

Roles and Skills

Analytic Services

Analytic Processes

Health

Access

Traceability

Analytics Architecture

0

5

10

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)

MoviesSports

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

66Average Audit

Score

34Average

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

http://www.limaconsulting.com/infographics/

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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

http://www.limaconsulting.com/infographics/

© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25

Helping organizations develop, deploy and measure digital marketing strategies

Paul LimaManaging [email protected]: @LimaConsulting



lima consulting group at sip connect 2015 - deploying the lcg maturity model

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