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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
About us.
•
•
•
•
•
•
•

Vancouver, BC, Canada
Office in NYC
Founded in 2002
Independently owned
Senior leadership focused
Team staffing of twenty five
Client base across North America

3

•

Role	
  focused	
  on	
  prospecting	
  new	
  business;	
  growing	
  existing	
  
business.

•

Lots	
  of	
  conversations	
  across	
  the	
  client	
  organization;	
  senior	
  level	
  
importance.
What digital
maturity isn’t.
Category complacency
Technological opportunism
Social media internships

Engine Digital

•
•
•

• 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.	
  
Drivers of
digital maturity.

Engine Digital

•
•
•

Leadership traits
Organizational intent
Business insight & focus
Digital
leadership traits.
Intensity of commitment
Strong communicator
Digital DNA

Engine Digital

•
•
•

•

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.	
  
Organizational
Intent.
Collective behavior
Documented strategy
Balanced funding

Engine Digital

•
•
•

•

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.	
  
Business
insight & focus.
Market/big data collection
Web/mobile/social analytics
Customer feedback

Engine Digital

•
•
•

•

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 barriers
for 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 maturity
payoff

•
•

26% more profitable
12% higher market
valuation

•

9% more revenue
generation

Source: MIT Center for Digital Business
Digital
Maturity
Model - Web Client

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

•
•

Website	
  -­‐	
  not	
  integrated	
  with	
  internal	
  systems.
Success	
  -­‐	
  simply	
  measured	
  by	
  trafBic	
  count.
Engine Digital

•

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

•

Success	
  -­‐	
  lead	
  generation/qualiBication.
Engine Digital

•
•

Website	
  -­‐	
  cross	
  platform	
  experience;	
  user	
  journey	
  engagement.
Success	
  -­‐	
  leads	
  converted	
  into	
  Birst	
  time	
  purchasers.
Engine Digital

•
•

Website	
  -­‐	
  fully	
  integrated	
  internal	
  systems	
  across	
  departments.
Success	
  -­‐	
  customer	
  retention;	
  repeat	
  purchase.
Engine Digital

•

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.
Engine Digital

Nike digital maturation.

Advertising

Custom web

Mobile ecosystem

Product innovation
Digital
Maturity Model Digital Agency

Agency Evolution
Redefining the value we bring to our
client partners, and structuring the
agency service mix to best fulfil
their emerging needs.
Digital maturity
agency model
Redefining value
Restructuring the service mix
Focused on emerging needs

Engine Digital

•
•
•

• 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.	
  
Can you design and
build our website?
Respond With:

Engine Digital

Scope & Budget

Vendor partner

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

Strategy partner
Can you define what
our website should be?
Respond With:

Engine Digital

Content Strategy & Approach

Vendor partner

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

Strategy partner
Strategy partner

Engine Digital

Can you help define
our online strategy?
Respond With:

User-Centered Strategic Plan
Vendor partner

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

Engine Digital

What other digital
experiences should we
consider?
Respond With:

Digital Roadmap Strategy
Vendor partner

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

Engine Digital

Can you identify new
business opportunities
in the digital landscape?
Respond With:

Digital Business
Transformation Strategy
Vendor partner

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.	
  
Engine Digital
•

What type of working
relationship do you

Final thoughts.

have.

•

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

•

Who are the decision
makers and advocates.
Thank you.
Dean Elissat
VP Client Engagement
@delissat

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Digital Maturity - A Client & Agency Perspective

  • 1. Digital Maturity. What Is it. Are We There Yet?
  • 2. 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
  • 3. About us. • • • • • • • Vancouver, BC, Canada Office in NYC Founded in 2002 Independently owned Senior leadership focused Team staffing of twenty five Client base across North America 3 • Role  focused  on  prospecting  new  business;  growing  existing   business. • Lots  of  conversations  across  the  client  organization;  senior  level   importance.
  • 4. What digital maturity isn’t. Category complacency Technological opportunism Social media internships Engine Digital • • • • 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.  
  • 5. Drivers of digital maturity. Engine Digital • • • Leadership traits Organizational intent Business insight & focus
  • 6. Digital leadership traits. Intensity of commitment Strong communicator Digital DNA Engine Digital • • • • 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.  
  • 7. Organizational Intent. Collective behavior Documented strategy Balanced funding Engine Digital • • • • 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.  
  • 8. Business insight & focus. Market/big data collection Web/mobile/social analytics Customer feedback Engine Digital • • • • 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.  
  • 9. Typical barriers for 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.  
  • 10. Digital maturity payoff • • 26% more profitable 12% higher market valuation • 9% more revenue generation Source: MIT Center for Digital Business
  • 11. Digital Maturity Model - Web Client Digital Business Transformation The aim is to obtain a clear understanding of your organization, and identify where and how digital can be transformational in your business.
  • 12. Engine Digital • • Website  -­‐  not  integrated  with  internal  systems. Success  -­‐  simply  measured  by  trafBic  count.
  • 13. Engine Digital • Website  -­‐  integrated  with  internal  systems;  starting  to  capture  user   data. • Success  -­‐  lead  generation/qualiBication.
  • 14. Engine Digital • • Website  -­‐  cross  platform  experience;  user  journey  engagement. Success  -­‐  leads  converted  into  Birst  time  purchasers.
  • 15. Engine Digital • • Website  -­‐  fully  integrated  internal  systems  across  departments. Success  -­‐  customer  retention;  repeat  purchase.
  • 16. Engine Digital • Website  -­‐  becomes  an  engagement  platform;  provides  high  level  of   value. • Success  -­‐  lifetime  value  customer.
  • 17. Sectors of digital maturity. • • • • • Banking organizations Insurance companies Travel/hospitality groups One  thing  in  common;  customer  driven  change. Commodity  offering  differentiated  by  digital.
  • 18. Engine Digital Nike digital maturation. Advertising Custom web Mobile ecosystem Product innovation
  • 19. Digital Maturity Model Digital Agency Agency Evolution Redefining the value we bring to our client partners, and structuring the agency service mix to best fulfil their emerging needs.
  • 20. Digital maturity agency model Redefining value Restructuring the service mix Focused on emerging needs Engine Digital • • • • 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.  
  • 21. Can you design and build our website? Respond With: Engine Digital Scope & Budget Vendor partner Level  1  Engagement -­‐  Spectrum  of  engagement  and  reliance. -­‐  Faced  with  pre-­‐determined  role  and  outputs.   Strategy partner
  • 22. Can you define what our website should be? Respond With: Engine Digital Content Strategy & Approach Vendor partner Level  2  Engagement -­‐  Deepen  the  conversation  with  your  client.   -­‐  Expand  contact  base  to  other  departments.   -­‐  Seek  out  the  problem/opportunity.   Strategy partner
  • 23. Strategy partner Engine Digital Can you help define our online strategy? Respond With: User-Centered Strategic Plan Vendor partner Level  3  Engagement -­‐  Look  across  all  web/mobile/social  touchpoints. -­‐  Answer  business  goals  across  operations,  HR,  marketing  etc.   -­‐  Keep  the  user  in  the  center.  
  • 24. Strategy partner Engine Digital What other digital experiences should we consider? Respond With: Digital Roadmap Strategy Vendor partner Level  4  Engagement -­‐  Focus  on  broad  business  issues,  now  and  in  future. -­‐  Product  or  service  roadmap  combined  with  user  journey  model.   -­‐  OfBline  integration  opportunities?  
  • 25. Strategy partner Engine Digital Can you identify new business opportunities in the digital landscape? Respond With: Digital Business Transformation Strategy Vendor partner 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.  
  • 27. • What type of working relationship do you Final thoughts. have. • Are the right questions being asked (early, and often). • Who are the decision makers and advocates.
  • 28. Thank you. Dean Elissat VP Client Engagement @delissat