No Change, No Gain: Stop Your Siloed Approach to Digital Measurement
The number of tools, technologies, and techniques for measuring digital customer experience has exploded, but many firms continue to build out their growing capabilities in separate silos, such as campaign measurement, web analytics, mobile, social listening, voice of customer, online testing. My colleague James McCormick and I have just published a report that lays out the full range of metrics of a mature digital intelligence measurement framework (see figure below). Take a look. How many of these measurements do you work with today?
Your firm may have capability to produce many – or all of these metrics – but are you using them to improve customer experience and business value? Several vendors we’ve talked to recently, who represent a cross-section of digital measurement technologies and services, described what they hear about this from prospects and clients. A (scary) summary: the firms report that they now have boatloads of data and a growing number of digital measurement technologies, mostly in silos – but don’t think they’re getting enough value from what they have. It’s as if some firms are paralyzed. This can’t continue. Operating silos of separate digital measurement approaches is not good enough any more. You risk falling behind competitors who are successfully combiningg approaches and continuously maturing their digital intelligence.
Mature digital intelligence requires identifying the business metrics that matter most and combining and aligning measurements that move the needle. Use the digital intelligence framework to guide you in changing an outdated “measure in silos first, understand the total effect later” approach. The report lays out the business value and examples of each metric and gives examples of how to use them – and even more importantly, how to combine them. Get started now with colleagues to work across the measurement silos – or more of them – to drive more value.