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.
The challenge
While much energy is put on web analytics tools, the major stumbling block for most organizations is change management and developing a data-driven culture. 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. Stéphane Hamel defines a simple approach to identify your organizational strengths & weaknesses and defines the roadmap toward maturing data-driven culture.
The solution
The Online Analytics Maturity Model (OAMM) is adapted and derived from proven models in fields such as business analysis, marketing, business intelligence and process optimization. Based on critical success factors contributing to the use of analytics to make better decisions and extract maximum value from business processes, those are applied to a six level multi-dimensional capability maturity model.
These maturity levels and key process areas defines common features and attributes as well as key practices that will significantly increase the likelihood of success and positive return of a web analytics program.
Interview recorded at the Web Analytics Congress, Amsterdam, June 2nd, 2010 by Matthew Niederberger.
Music: "Interlude #2" by Flatlink (licensed under creative commons)
The result
Hundreds of practitioners and consultants have embraced the concepts outlined in the Online Analytics Maturity Model. The managerial aspects of online analytics are the foundation of a graduate-level class presented to future marketing managers and MBAs, hundreds of analysts have been introduced to it by ways of conference sessions and hands-on workshops presented in Nort America and Europe.
"We used Stéphane's Online Analytics Maturity Model as support for developing our 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 Notté, Senior Analyst - Web Team, Sales & Marketing Business Applications, Toyota Motor Europe
What others are saying
- Web Analytics in practice: your online analytics strategy – how to get started?", November 29, 2011, by Michael Notté
- Beyond data, March 25th, 2011, by Hope Norman at DominionDigital.com
- The Lost Art of Web Analytics: Breaking Bad News Gently to Win Support, February 28th 2011, by Garry Przyklenk, SearchEngineWatch.com
- [Analytics, maturité, méthodo] Vous prendrez bien un p'tit Oamm?, February 9th 2011, by Carole Da Silva G, France
- Online Analytics Maturity, ClickZ, January 20th 2011, by Jim Sterne.
- [video] Jim Sterne mentions the Online Analytics Maturity Model in an interview conducted at eMetrics DC.
- [Video] Interview - Stephane Hamel from Immeria on online-behavior.com
- A journey into Web Analytics (Part III): Critical factors for success by Michael Notté of Toyota Motor Europe, August 2010
- [Video] Stéphane Hamel's Online Analytics Maturity Model, posted by Matthew Niederberg
- Stéphane Hamel over het Online Analytics Maturity Model, Deutch article following keynote at the Web Analytics Congress, Amsterdam, June 2010
- Beyond Web Analytics Podcast - published April 11th, 2010
- 企業として Web 解析能力を向上させるために―Web 解析成熟度モデルの活用, Teshima Susumu Executive Vice President, Digital Forest Inc., writes a series about the Web Analytics Maturity Model at for the japan.internet.com website - published April 8th, 2010
- Web Analytics Maturity Model - Q&A hosted by Nicolas Malo (also available in French)
- Web Analytics Maturity Model - presentation at eMetrics San Jose, May 2009
