Webtrends is offering up The Digital Marketing Maturity Model (DM3) as a model for standards in digital media measurement. Webtrends says the model will help organizations:
- Measure the maturity of digital marketing programs in six core areas (measurement strategy, analytics resources and domain expertise, data integration and visualization, data analysis and insight, adoption and governance, ongoing optimization).
- Assess measurement programs across all digital channels, including web sites, search engine marketing, online advertising, social media and other digital marketing channels.
- Pinpoint the skills, staffing and other investments needed to advance within the model's four levels of maturity.
"For online marketing to continue to grow and mature, there needs to be standardized, structured approaches for organizations to ensure they are getting the most bang for their digital marketing buck," said Jascha Kaykas-Wolff, Webtrends vice president of marketing. "We hope this model leads to consensus about how to build and maintain mature measurement programs across all types of digital marketing investments."