web maturity models
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Web Maturity ModelsTRANSCRIPT
Web Maturity Models
IA SUMMIT 2008
Vera Rhoads
April 13, 2008
One cannot value what one cannot measure
What gets measured
gets done
Maturity Model Frameworks are used to understand, control and improve a product or a process
Outline The Research Problem The Goal Attributes of Maturity Frameworks Other Existing Models – CMMI, IPMM,
People CMM, eBusiness Maturity Factors for Consideration Web Maturity Model Presented Research and Industry Benefits Application Roadmap
The problem
Lack of consistency in assessments of web excellence.
Lack of one consistent and agreed and upon classification.
Classifications evolve with technology and user disruptions.
The goal
The overarching objective is to enhance the understanding of the interrelations and specific dependencies between multitude of factors (socio-economic, technical, etc.) that contribute to the success of a web property.
The goal
develop and present a hierarchical, evolutionary model with distinctly defined stages of existence and a methodology for applying the model.
The goal
Develop a toolkit with applicable action, budget and policies and standards template with extended application within the web properties field.
Maturity Frameworks Explained
Three Key attributes: Knowledge Element Assessment Element – methods, processes and
procedure that can be used to self-assess Improvement Element
Innovation Theory Dissemination
Innovation Defined as “an idea, practice, or object that is perceived as new by an individual or other unit of adoption”
Innovation: five perceived attributes
Relative Advantage Compatibility Complexity Trialability Observability
Innovation Lifecycles
Stage One: Entry Stage Two: Adoption Stage Three: Adaptation Stage Four: Appropriation Stage Five: Invention
Maturity Frameworks Explained
Standard Capability Maturity Methodology: Five Levels Traditionally identified:
Initial – Ad hoc, no control
Repeatable – Stable process
Defined – Consistent implementation, improved understanding of the process
Managed
Optimizing – a foundation is established for the continued improvement and optimization of process
Traditional Frameworks
The KPAs – key process areas These identify the changes the organizations
need to make in order to advance to a higher level
Web Accelerants – attributes you need to possess to move from one level to the next
CMM Model Level 1. Initial – Ad hoc: the organization has no control at all. Level 2. Repeatable – The organization has achieved a stable
process with a Repeatable level of statistical control by initiating rigorous project management of commitments, cost, schedule, and change
Level 3. Defined – The organization has defined the process to ensure consistent implementation and to provide a basis for improved understanding of the process
Level 4. Managed – The organization has initiated comprehensive process measurements beyond those of cost and schedule performance
Level 5. Optimizing – The organization now has a foundation for continued improvement and optimization of the process
Why bother?
The Web Maturity Model helps assess where organizations are
What is the recommended level What key web accelerants they need to take
to get there
The Planning Process
Black Box View
INPUTS MODEL OUTPUTS
Expected Applicability
Business• ROI – Return on Investment • Comparative Analysis• Unified, objective method of measuring
Research• Repeatable framework• Ability to instruct into what is considered best practices
Benefits
• Provide an assessment methodology• Develop an extensive benchmarking tool, • Proactively assist in planning, budgeting
and forecasting• Provide a Road Map for success tailored
within the appropriate category• Provide tools for enhanced strategic
planning
Model Creation and Its Components
• Company Categorization Taxonomy• Inputs• Model Engine• Outputs• The Toolkit
Company Categorization
Size – In terms of sized companies are viewed as small, medium and large – based on factors such as number of employees, revenue and number of geographical locations.
Business Model – Profit, Non-Profit, Government Web Property Existence – is there a web site or not Precedence – did the company precede the web property creation
or did the web property precede or came in existence simultaneously with the company
Strategic Prioritization – is the web property viewed as a strategic priority.
Availability of Sufficient Funding – this category is self-explanatory.
Web Properties Categorization
Existing Categorizations:• By content orientation – information• By transactional complexity• By size• By channel orientation• By target audience
Web Properties Categorization
•Size •Business Model•Web Property Existence•Precedence •Strategic Prioritization •Availability and Allocation of Sufficient Funding
The Study Itself
Stages within the study
Survey Instrument Creation
Delphi Study – Survey Instrument Verification
Survey Distribution Survey Processing Results Analysis
Expected Further Work
Scope extensions:• Run a six month validity check• Extend the study to a broader audience• Extend the study to an international
audience
Anatomy of the Study
• Profile of Recipients Selection Methodology Professional Affiliations and Job Titles
• Profile of Companies Selection Methodology and Rationale
• Profile of responses received Types of Companies
Challenges of the Study-Lessons Learned
Area• Distribution• Participant Solicitation• Participant Responses• Survey Validity
Valuable Lesson• Attachments can be problematic• Language needs to be as non-technical as possible• Persistence, Persistence, Persistence
Findings of the Study
Distribution of Companies
11
23
14
3
Government
Industry (Profit)
Non-Profit
Educational
Findings of the Study
Historical Perspective – Year of Emergence
10%
54%2%8%
0%0%
14%
2% 10%
Prior to 1995
1995-1996
1997
1998
1999
2000
2001
2002
In planning
Findings of the Study
• Rankings of the Companies by the Researcher
• Rankings of the Companies Themselves – TBD
• Rankings of the Companies by the Model• Comparative Analysis
Preliminary Rankings
0
10
20
30
40
Level 1 Level 2 Level 3 Level 4 Level 5
S1
Overall Distribution by Model Level
The WPQE Model
Inputs and Outputs
INPUTS
1.Budget and Financial Factors
2. Social and Political Factors
3. Technology Acceptance
4. Innovation Levels
5. Usability
6. Priority Allocation
7. Industry Positioning
OUTPUTS
Outputs
• Level 1 - Presence and Established Information Delivery – At this stage the company has made its foray into the Internet, put a stake in the ground. From a historical perspective this is the earliest
• Level 2 - Information Processing• Level 3 - Knowledge Creation• Level 4 - Business Value clearly identified and
derived• Level 5 - True Excellence through an Integrated,
Personalized and Collaborative environment
Evolutionary Stages
Measurement Tools
One cannot value what one cannot measure
Inside the Model Engine
Size
Factors 1, 2, 6
Environment
Financial Factors
Corporate Vision factors
Ultimate Evolutionary PathsLarge for Profit
0
5
10
15
20
25
30
35
40
Level 1 Level 2 Level 3 Level 4 Level 5
Year pre- 1995 1997 2000-02 2005 2007
Ultimate Evolutionary Paths Medium Non for Profit and Government
0
5
10
15
20
25
30
35
40
Level 1 Level 2 Level 3 Level 4 Level 5
Year 1995 1999 2004 2006 2008
Ultimate Evolutionary Paths Small for Profit
0
5
10
15
20
25
30
35
40
Level 1 Level 2 Level 3 Level 4 Level 5
Year 1995 1999 2001 2003-2007 2009-11
The Toolkit
•Standard Templates•All inclusive, detailed•Frequently updated•Continuous Feedback Loop
Conclusions
• Evolutionary Steps are concrete and measurable
• A system can be devised to represent these• There is applicability to the model• There is more consistency related to size and
leadership than to any other category
Web Maturity Model
Governance Models
Centralized Decentralized Federated Hybrid
Highly Decentralized
Enterprise
Highly Centralized Enterprise
Source: GartnerGroup
Sample Governance Models: http://www.usa.gov/webcontent/governance/models.shtml
Garth A. Buchholz has a great PDF in Google Base www.google.com/base/a/1572395/D1118754386065475693
Implications for Future Research
• Conduct a broader study• Internationalize the sample• Generate universal validity of the model
Questions?