Sunday, October 18, 2009

Web Analytics Maturity Model: free paper available

Today, while at the eMetrics Marketing Optimization Summit in Washington D.C., I was able to put the final touch on an important personal milestone: I’m really happy to make the Web Analytics Maturity Model paper available for general review and comments. On Wednesday, eMetrics chairman Jim Sterne will moderate the “Marketing Metrics Maturity” keynote panel (1:00pm) where Bill Gassman (Gartner Research), John Lovett (Forrester Research), Laura Patterson (VisionEdge Marketing) and myself (Stéphane Hamel) will debate the value and benefits of such maturity models and how they can be applied to your business.
To download the paper, all I'm asking for is to fill your email in the top-right box at
“So much has been written about why web analytics is valuable and how to make it work technically. The major stumbling block for most organizations is change management. Once convinced that they need to look at business from a different perspective, companies need a roadmap. The end game is so far off and the next steps are unclear” says Jim Sterne.

The paper provides an overview and a proposition for the Web Analytics Maturity Model (WAMM). Specifically, it defines the concepts necessary to understand the model and the motivation and purpose behind it. It describes the structural components, consisting of six key process areas (or pillars) within the six maturity levels of the model, and the principles that underline each of the maturity levels.

The primary benefit of such maturity model is to offer a framework to pause, think, plan and act based on an organization’s measurement and analysis skills. It offers a mean to assess the current and desired state, facilitate communication and change management. Bill Gassman highlights “the first benefit of a maturity model is the conversation it sparks. It puts the team in a mindframe to imagine what could be and to measure where they are”. Continuing on the objective of making web analytics easier, the overarching goal is to help organizations use analytics to make better decisions and extract maximum value from business processes.

The paper is a summary of an eighteen months eBusiness MBA project (Laval University, Québec, Canada). Adapted and derived from height models in fields such as business intelligence, process optimization, as well as those proposed by industry analysts and leaders, it is based on years of experience, countless hours of studying, reading and exchanging with fellow web analytics practitioners, managers, consultants and vendors.

Any feedback about the WAMM is welcomed and much appreciated. For further information, future research, including speaking, consulting and training, see