Online maturity check & challenge An introduction to online maturity thinking

eDay October 25th, Rotterdam

Stijn van Aert (Online strategy lead @eFocus )

Same parties with same after effects

You know how you see a show car, and it’s really cool, and then four years later you see the production car, and it sucks? And you go, what happened?

Steve Jobs

From thinking…

…to realization

Checking, probing, rejecting, trying again.

working Agile

“Combine empathy for the context of a

problem, creativity insights and solutions,

and rationality to analyze and fit solutions

to the context.”

thinking Design

But still…

Challenge!

thinking

Online Maturity

Online channels

5 online maturity stages

initial

repeatable

defined

What’s new…?

managed

optimized

Capability Maturity Model (BD Institute)

E-Business

Social

Analytics

E-mail

Several maturity models

Online Maturity model (themes and dimensions)

Working with online maturity includes…

Balanced change

Ambition with focus

Periodic assessment

Online maturity thinking: not a killer, but an accelerator

Online kanalen

1

2

3

4

5

Initial Ad hoc driven, Short term value, Limited contribution to business result

Corporate traditionals

Online kanalen

1

2

3

4

5

Optimized 1 on 1 customer contact, Individual customer value, Integrated in organization

For example pure players

Online kanalen

1

2

3

4

5

Repeatable Defined Managed

Today’s focus

Online maturity thinking in practice…

2012 –2. Repeatable 2013 –3. Defined 2015 – 4. Managed

Assessment & ambition

FMCG example

Financial example

2 3

FMCG’s from 2. REPEATABLE to 3. DEFINED

An FMCG from REPEATABLE to DEFINED

•  Customer journeys and brand consistency are key

•  Enriched customer profiles

•  Steering on individual channel KPI’s •  ROI central in online spend (fact driven)

2 3

•  Scalable and campaign ready platform •  Online integration in core processes

a Financial moving 3. DEFINED to 4. MANAGED

3 4

3 4

A Financial from 3. DEFINED to 4. MANAGED

•  Steering on total UX •  Dialogue and personalization

•  T-shaped teams •  Data, data, data

•  Measuring success based on customer value •  Channel choice is based on attribution

Example: Online Channel Maturity

Platform Online

Marketing

Websites Social Display Email Search Apps eCommerce

www.gazelle.nl Dutch Bicylcle producer

Example: Online Channel Maturity (2012)

Websites Social Display Email Search Apps Webshop

1. initial

2. repeatable

3. defined

4. managed

5. optimized

Example: Online Channel Maturity (upcoming ambition)

Websites Social Display E-mail Search Apps Webshop

1. initial

2. repeatable

3. defined

4. managed

5. optimized

thinking

Online Maturity

Online channels

5 online maturity stages

1. Balance your change

2. Define an integrated ambition

3. Use online maturity as a compass

4. You are on a moving target

5. Periodically assess

aways Key take

www.efocus.nl/onlinematurity

More? Want to know

ONLINE MATURITYWHITEPAPERMEI 2012

SEBASTIAAN BODE

STIJN VAN AERT

WWW.EFOCUS.NL

www.efocus.nl

@efocus

Thank you.