E-consultancy Digital Channel Capability Benchmarking Spreadsheet Purpose: Use this spreadsheet diagnostic tool to assess current capability and the need for improvements across all key areas of digita It supports the E-consultancy report (Managing Digital Channels Guide) - read Interview and download report: http://www.davechaffey.com/Internet-Marketing/C4-Strategy/benchmark-your-internet-marketing-strategy Instructions assessment of your current capability on the "Digital Diagnostics Questions" worksheet. 1. Enter your performance on the radar "Digital capabilities chart". 2. Review your Questions Wequestions, commentsso please let uswelcome, pleasestrengthsthe author, Dave Chaffey:apply it All will update this tool, or queries are know about it's contact and weaknesses as you www.davechaffey.com
DISCLAIMER
ACKNOWLEDGMENT
ross all key areas of digital marketing strategy highlighted.
Statements and questions about the management of digital channels in your organisation
Capability rating (Enter 0 to 5)
1. Digital channel strategy Online customer segment characteristics, behaviour, needs, satisfaction are well understood and used for targeting. 1b. Market and product development Market and product opportunities aligned with business goals have been reviewed and implemented Channel-specific options for pricing / revenue models / merchandising have been reviewed 1c. Channel value There is a clearly defined and communicated Online Value Proposition for different audiences 1d. Channel value proposition New and existing online partners are recognised and managed appropriately 1e. Partnerships Appropriate levels of resource are deployed to e-channel service to deliver the balance of satisfaction / value 1f. Service
1a. Channel segmentation
3 2 4 2 3 3 17
Total (out of 30) 2a. Audience share 2b. Natural search 2c. Digital media buys 2d. Reputation management 2e. Evaluation 2f. Innovation in acquisition Total (out of 30) 3a. Customer centricity & content 3b. Customer satisfaction 3c. Competitor benchmarking 3d. Structured experiments 3e. Off-web conversion support 3f. Innovation in experience Total (out of 30) 4a. Customer insight 4b. Customer lifecycle 4c. Automated contact strategy 4d. Customer engagement
2. Online customer acquisition We make a continuous investment in digital media which reflects seasonal demand trends We are effective in natural search and online public relations We optimise investment in digital media buys across paid search, aggregators/affiliates & display ads We manage online reputation in communities and social networks proactively We understand cost-effectiveness of referrer sources across multiple touchpoints Potential of new digital marketing acquisition of influencing techniques are evaluated rapidly 3. Online customer conversion and customer experience Our site is customer-centric combining findability with effective customer-decision support We have a structured proccess for assessing customer satisfaction, loyalty and advocacy We benchmark experience/performance against competitors and out-of-sector practice We continually improve landing page performance through structured experiments (e.g. AB/MVT) Messaging (email and text) and offline contacts (click-to-call, click-to-chat) are used for conversion We have flexibility & budget to trial new digital marketing approaches 4. Customer development and growth We have a rigorous approach to collecting, analysing and disseminating customer insight. There is a defined customer lifecycle for different customer groups. There is an automated digital contact strategy (email, mobile and web) personalised to lifecycle context We have developed compelling reasons for our customer to engage through the site, email and third-parties
4 4 4 3 4 3 22 3 4 3 4 3 3 20 2 2 1 3 2 2
We encourage customers to participate through community and other interactions 4e. Customer participation We 4f. Innovation in customer development have flexibility & budget to trial new digital marketing approaches
Total (out of 30) 5a. Offline web response 5b. Offline follow-up 5c. Brand campaigns 5d. Campaign integration 5e.Cross-channel evaluation 5f. Direct customer contact Total (out of 30) 6a. Management support 6b. Goals and strategy 6c. Roadmap and planning 6d. Project governance 6e. Resources and skills 6f. Strategic agility Total (out of 30)
5. Cross-channel integration and brand development Drive to site Offline contact points and media are used to encourage web response Drive from site. Offline contacts are used to enhance conversion/customer development as appropriate Brand campaigns integrate online and offline objectives effectively Digital channels are effectively integrated into campaign management We can track multichannel interactions and the value they generate effectively Contact-centre services integrated to balance conversion maximisation and cost reduction 6. Digital channel governance Senior management buy-in and understanding vision of channels supporting organisation strategy Defined digital channel goals, linked to digital strategy, reporting and improvement process Creation of medium / long-term roadmap of all activities linked to strategic initatives We have a sound process for digital project selection, prioritisation and management esp IT resource We have the right level and range of internal staff skills and external agency skills to manage digital Flexibility to test and refine strategy informed by marketplace competition and customer behaviour
12 3 3 3 3 3 3 18 4 4 3 3 2 3 19
Digital channel capability benchmarking
1. Digital channel strategy 30 25 20 6. Digital channel governance 15 2. Online customer acquisition
10
5 0
Ideal
Our organisation
5. Cross-channel integration and brand development
3. Online customer conversion and customer experience
4. Customer development and growth
Do not amend - source data for radar chart. Ideal
1. Digital channel strategy 2. Online customer acquisition 3. Online customer conversion and customer experience 4. Customer development and growth 5. Cross-channel integration and brand development 6. Digital channel governance
Our organisation 30 30 30 30 30 30 17 22 20 12 18 19