Webtrends Proposes Measurement Standard for Digital Marketing

Webtrends has made available a beta version of the first standardised model for determining how effectively organisations measure and utilise the data generated by their online marketing.

The Digital Marketing Maturity Model (DM3) provides a framework and objective criteria for assessing the strategies, skills, tools and best practices that support the successful measurement of all digital marketing activities. Other industry models focus exclusively on web site measurement.

"For online marketing to continue to grow and mature, there needs to be standardised, structured approaches for organisations to ensure they are getting the most bang for their digital marketing buck", said Jascha Kaykas-Wolff, Webtrends vice president of marketing. "We hope this model leads to consensus about how to build and maintain mature measurement programs across all types of digital marketing investments."

Webtrends Digital Marketing Optimisation team developed the model, drawing on more than a decade of experience helping leading companies and brands such as Microsoft, Coca Cola, Disney and General Mills build successful measurement programs.

The model helps organisations:
Measure the maturity of digital marketing programs in six core areas (measurement strategy, analytics resources and domain expertise, data integration and visualisation, data analysis and insight, adoption and governance, ongoing optimisation).
Assess measurement programs across all digital channels, including web sites, search engine marketing, online advertising, social media and other digital marketing channels.
Pinpoint the skills, staffing and other investments needed to advance within the model's four levels of maturity.

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