Online maturity check & challenge
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Transcript of Online maturity check & challenge
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Online maturity check & challenge An introduction to online maturity thinking
eDay October 25th, Rotterdam
Stijn van Aert (Online strategy lead @eFocus )
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Same parties with same after effects
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You know how you see a show car, and it’s really cool, and then four years later you see the production car, and it sucks? And you go, what happened?
Steve Jobs
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From thinking…
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…to realization
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Checking, probing, rejecting, trying again.
working Agile
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“Combine empathy for the context of a
problem, creativity insights and solutions,
and rationality to analyze and fit solutions
to the context.”
thinking Design
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But still…
Challenge!
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thinking
Online Maturity
Online channels
5 online maturity stages
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initial
repeatable
defined
What’s new…?
managed
optimized
Capability Maturity Model (BD Institute)
E-Business
Social
Analytics
Several maturity models
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Online Maturity model (themes and dimensions)
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Working with online maturity includes…
Balanced change
Ambition with focus
Periodic assessment
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Online maturity thinking: not a killer, but an accelerator
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Online kanalen
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5
Initial Ad hoc driven, Short term value, Limited contribution to business result
Corporate traditionals
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Online kanalen
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3
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5
Optimized 1 on 1 customer contact, Individual customer value, Integrated in organization
For example pure players
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Online kanalen
1
2
3
4
5
Repeatable Defined Managed
Today’s focus
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Online maturity thinking in practice…
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2012 –2. Repeatable 2013 –3. Defined 2015 – 4. Managed
Assessment & ambition
FMCG example
Financial example
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2 3
FMCG’s from 2. REPEATABLE to 3. DEFINED
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An FMCG from REPEATABLE to DEFINED
• Customer journeys and brand consistency are key
• Enriched customer profiles
• Steering on individual channel KPI’s • ROI central in online spend (fact driven)
2 3
• Scalable and campaign ready platform • Online integration in core processes
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a Financial moving 3. DEFINED to 4. MANAGED
3 4
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3 4
A Financial from 3. DEFINED to 4. MANAGED
• Steering on total UX • Dialogue and personalization
• T-shaped teams • Data, data, data
• Measuring success based on customer value • Channel choice is based on attribution
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Example: Online Channel Maturity
Platform Online
Marketing
Websites Social Display Email Search Apps eCommerce
www.gazelle.nl Dutch Bicylcle producer
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Example: Online Channel Maturity (2012)
Websites Social Display Email Search Apps Webshop
1. initial
2. repeatable
3. defined
4. managed
5. optimized
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Example: Online Channel Maturity (upcoming ambition)
Websites Social Display E-mail Search Apps Webshop
1. initial
2. repeatable
3. defined
4. managed
5. optimized
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thinking
Online Maturity
Online channels
5 online maturity stages
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1. Balance your change
2. Define an integrated ambition
3. Use online maturity as a compass
4. You are on a moving target
5. Periodically assess
aways Key take
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www.efocus.nl/onlinematurity
More? Want to know
ONLINE MATURITYWHITEPAPERMEI 2012
SEBASTIAAN BODE
STIJN VAN AERT
WWW.EFOCUS.NL
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www.efocus.nl
@efocus
Thank you.