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.

  • Exposes areas for improvement in the alignment of people, processes and technologies with the declared objectives and scope of the analytics initiatives;
  • Helps you create a roadmap of specific and achievable improvements that will move your organization further up the path toward digital analytics maturity;
  • Provides upper and middle management with a powerful communication and persuasion tool that can be used to drive a message of organizational change.

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!

Frequently Asked Questions

What is a model?

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)

What are the attributes of a model?

This chart summarize the attributes of a maturity model:
Maturity model attributes

What are "Key Process Areas"?

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.

  1. Management, Governance and Adoption
  2. Objectives and Scope
  3. Analytics Team and Expertise
  4. Continuous Improvement Process and Analysis Methodology
  5. Tools, Technology and Data Integration

Why is the Digital Analytics Maturity Model better than other models?

Without claiming this model to be any better than others, keep in mind the following points:

  • Is the model independently developed or biased toward a specific vendor/agency product/services? (i.e. commercial interest vs vendor independance)
  • Since the creation of the original Web Analytics Maturity Model in 2008 several vendors/agencies have used or been inspired by its simplicity and effectiveness.
  • Some models address other areas of capabilities, such as Digital Marketing, Business Intelligence, etc.

"All models are wrong, some are useful"

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.

Bill Gassman, Industry Analyst at Gartner, 2009.

About the Author

Stéphane Hamel

Stéphane Hamel

Innovator, speaker and renowned digital analytics consultant, was recognized as a "Google Product Strategy Expert" in 2016 and "Most Influential Industry Contributor" by the Digital Analytics Association in 2013. Strong of over twenty-five years’ experience empowering organizations to analyze and optimize their online channels, he has cemented his position as a leading voice for digital analytics and online optimization.

Mr. Hamel holds an MBA in eBusiness and lectured several web analytics and business analysis courses at Laval University and UBC Continuing Studies.

Immeria Consulting Services Inc.
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