Digital Maturity.What Is it. Are We There Yet?

1. How might it be defined?2. What does it look like?3. Why is it important?

• Not  the  only  de+inition.  My  perspective;  from  experience.

• Two  views  of  website  (client/service  provider).

• How  to  leverage  insight  in  your  own  business

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• Vancouver, BC, Canada

• Office in NYC

• Founded in 2002

• Independently owned

• Senior leadership focused

• Team staffing of twenty five

• Client base across North America

About us.

• Role  focused  on  prospecting  new  business;  growing  existing  business.

• Lots  of  conversations  across  the  client  organization;  senior  level  importance.

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What digital maturity isn’t.

• Category complacency

• Technological opportunism

• Social media internships

• Category  complacency  -­‐  Not  about  what  your  competitors  are  doing.  Consider  all  digital  experiences  by  your  customers.  

• Technological  opportunism  -­‐  Not  about  building  it  because  you  can.  Fit  the  need.  

• Social  media  internships  -­‐  Thoughtful  digital  staff  resourcing  approach.  

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Drivers ofdigital maturity.

• Leadership traits

• Organizational intent

• Business insight & focus

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Digitalleadership traits.

• Intensity of commitment

• Strong communicator

• Digital DNA

• Intensity  of  commitment  -­‐  different  approach  OK.  Believe  in  the  value  of  digital.    Not  always  from  top.

• Strong  communicator-­‐  have  inBluence  across  all  levels  of  the  organization.  

• Digital  DNA-­‐  understand  digital  well  enough  to  educate  or  inspire.  

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OrganizationalIntent.

• Collective behavior

• Documented strategy

• Balanced funding

• Collective  behaviour  -­‐  involved  IT,  legal,  marketing,  operations,  Binance  and  HR.  

• Documented  strategy  -­‐  plan  ahead.  Documentation  to  drive  buy-­‐in.  

• Balanced  funding  -­‐  capital  expenditure  dollars,  marketing  budget  allocation  etc.  

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Businessinsight & focus.

• Market/big data collection

• Web/mobile/social analytics

• Customer feedback

• Market/big  data  collection  -­‐  audit  everything.  But  choose  relevant  information.  

• Web/mobile/social  analytics  -­‐  look  back  far  enough  to  uncover  patterns.  

• Customer  feedback  -­‐  don’t  forget  the  human  element.  

Typical barriersfor digital maturity

• Organizational culture

• Expense vs. investment

• Resource prioritization

• Short-term vs. long view

• ROI clarity

• Organizational  culture  -­‐  Bind  your  digital  allies.  

• Expense  vs.  investment  -­‐  business  tool;  earn  revenue,  manage  costs.  

• Resource  prioritization  -­‐  short,  medium,  long  term  needs  approach.  

• Short-­‐term  vs.  long  view  –  consider  immediate  return  versus  future  gains.  

• ROI  clarity  -­‐  deBine  the  potential  outcomes  (KPIs  and  KBIs);  business  case  development.  

Digital maturitypayoff

• 26% more profitable

• 12% higher market valuation

• 9% more revenue generation

Source: MIT Center for Digital Business

Digital MaturityModel - Web Client

Digital Business TransformationThe aim is to obtain a clear understanding of your organization, and identify where and how digital can be transformational in your business.

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• Website  -­‐  not  integrated  with  internal  systems.

• Success  -­‐  simply  measured  by  trafBic  count.

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• Website  -­‐  integrated  with  internal  systems;  starting  to  capture  user  data.

• Success  -­‐  lead  generation/qualiBication.

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• Website  -­‐  cross  platform  experience;  user  journey  engagement.

• Success  -­‐  leads  converted  into  Birst  time  purchasers.

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• Website  -­‐  fully  integrated  internal  systems  across  departments.

• Success  -­‐  customer  retention;  repeat  purchase.

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• Website  -­‐  becomes  an  engagement  platform;  provides  high  level  of  value.

• Success  -­‐  lifetime  value  customer.

Sectors of digital maturity.

• Banking organizations

• Insurance companies

• Travel/hospitality groups

• One  thing  in  common;  customer  driven  change.

• Commodity  offering  differentiated  by  digital.

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Nike digital maturation.

Advertising Product innovationMobile ecosystemCustom web

Digital Maturity Model - Digital Agency

Agency EvolutionRedefining the value we bring to our client partners, and structuring the agency service mix to best fulfil their emerging needs.

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Digital maturity agency model

• Redefining value

• Restructuring the service mix

• Focused on emerging needs

• Rede+ining  value  -­‐  change  the  nature  of  conversations.  Right  people  to  have  conversations  with.  

• Restructuring  the  service  mix  -­‐  blend  digital  “natives”  with  business  experience  leads.  

• Focused  on  emerging  needs  -­‐  continue  to  act  on  behalf  of  the  consumer;  they’re  the  ones  changing  the  landscape.  

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Strategy partner

Vendor partner

Can you design and build our website?

Respond With:Scope & Budget

Level  1  Engagement-­‐  Spectrum  of  engagement  and  reliance.-­‐  Faced  with  pre-­‐determined  role  and  outputs.  

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Strategy partner

Vendor partner

Can you define what our website should be?

Respond With:Content Strategy & Approach

Level  2  Engagement-­‐  Deepen  the  conversation  with  your  client.  -­‐  Expand  contact  base  to  other  departments.  -­‐  Seek  out  the  problem/opportunity.  

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Strategy partner

Vendor partner

Can you help define our online strategy?

Respond With:User-Centered Strategic Plan

Level  3  Engagement-­‐  Look  across  all  web/mobile/social  touchpoints.-­‐  Answer  business  goals  across  operations,  HR,  marketing  etc.  -­‐  Keep  the  user  in  the  center.  

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Strategy partner

Vendor partner

What other digital experiences should we consider?

Respond With:Digital Roadmap Strategy

Level  4  Engagement-­‐  Focus  on  broad  business  issues,  now  and  in  future.-­‐  Product  or  service  roadmap  combined  with  user  journey  model.  -­‐  OfBline  integration  opportunities?  

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Strategy partner

Vendor partner

Can you identify new business opportunities in the digital landscape?

Respond With:Digital Business Transformation Strategy

Level  5  Engagement-­‐  Deep  dive  into  the  organization’s  future  business  model.-­‐  Digital  across  all  departments,  and  lots  of  C-­‐level  conversations.  -­‐  Revenue  growth,  proBitability,  operational  efBiciencies.  

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Final thoughts.

• What type of working relationship do you have.

• Are the right questions being asked (early, and often).

• Who are the decision makers and advocates.

Thank you.

Dean ElissatVP Client Engagement

@delissat