The Digital Analytics Maturity Model, developed by Digital Analytics Industry Thought Leader Stéphane Hamel in 2009, is a framework that helps organizations assess their current situation and provide a structured, actionable path towards improving competence at leveraging data and analytics for enterprise-wide business decision-making.
The Digital Analytics Maturity Model provides you with an unbiased and easy-to-understand representation of your organization’s expectations of, and commitment to, your analytics infrastructure and initiatives. From your objectives, scope and resources, to your methodology, tools and management, the model will illustrate whether your organization is engaged in the critical data-gathering and customer insight-sharing activities required for your business’ success.
You can also benchmark where your organization sits compared to others in your industry, of your size, or in your location.
We used Stéphane's Digital Analytics Maturity Model as support for developing our Digital 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!
A maturity model contains the essential elements of effective processes for one or more disciplines. It also describes an evolutionary improvement path from ad hoc, immature processes to disciplined, mature processes with improved quality and effectiveness. (TutorialPoints.com)
This chart summarize the attributes of a maturity model:
Key Process Areas are similar to “critical success factors” (CSF), a term initially used in the world of data and business analysis. It identifies the elements that are vital for a strategy to be successful. The Digital Analytics Maturity Model has five KPA's.
Without claiming this model to be any better than others, keep in mind the following points:
Good judgment should always prevail! The DAMM is primarily an assessment and change management tool revealing the “footprint” of your analytics maturity. Overly looking at the small details can blur the larger picture, the complex interactions between all elements of a successful analytics program.
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.