Web Analytics Maturity Model::immeria::web analytics blog::Stephane Hamel

I have continued my work on a Web Analytics Maturity Model focused on the business and change management aspects rather than being around the technological usage level of web analytics tools, which is quite different from Gartner's model or the recently proposed WebTrend DM3 approach.

My work is heavily inspired from Thomas Davenport Competing on Analytics: The New Science of Winning, a must read for all web analyst and their boss. It also leverage business analysis concepts, a topic I've been tutoring at UBC for some time and as a member of the International Institute of Business Analysis. Last week, at the eMetrics Marketing Optimization Summit, I presented the actual state of this project. You can find the presentation below or on Slideshare.

Web Analytics Maturity Model

View more presentations from Stephane Hamel.

This model is the result of over 20 years of experience working for very diversified companies, including the last 15 playing different roles in several web projects, and several years in web analytics. The model as also been "tested & calibrated" with various companies in Canada and abroad.

Speaking & Consulting

I'm open for speaking opportunities at marketing, business analysis or web analytics conferences. I can do an independant, unbiased, complete evaluation of your web anlaytics maturity and provide clear recommendations on what needs to be done in order to strenghten your current web analytics practices and help you move to the next level.

"We used Stéphane's Web Analytics Maturity Model as support for developing a (Web) Analytics roadmap and strategy. It is a long road to implement culture change in a large organization - especially when you are on IT side. It already triggered interest; that is a good start!"
Michael Notte
Senior Analyst - Web Team
Sales & Marketing Business Applications
Toyota Motor Europe

Please Note

The presentation is not available for download and I would kindly invite you to contact me before re-purposing or using it. The Web Analytics Maturity Model is an important element of my consulting practice and a couple of slides can't give justice to all the hard work, experience and thinking behind it.

4 comments:

Sébastien Brodeur said...: Great work!

I have seen that presentation grow over the last few years.

Congratulation!; 5/14/2009
Jose said...: Hi Stephane,

It is certainly a fascinating model. I was taking a look at the presentation and I was wondering:

- For the "Tools & Technology" section, do you rate a higher score based on "having" the tools, or on making use of them?

- The same as the scope. Do you have a high score based on the scope that has been defined, or on how much of the actual scope is being done?

Thanks,

Jose; 8/04/2009
Stephane Hamel at immeria.net said...: Jose: The "current" state is really about how much you use the tool, and how broadly you make use of it. But when looking at the "to be", it's more about what extent of tool usage and scope would get you there. So there is two views: the current/as is, and the to be/wishful! :); 8/04/2009
Jose said...: Stephane,

Thank you for your answer. It certainly clarifies the picture.

Once again, great work!

Jose; 8/05/2009

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