Webtrends Releases DM3 Assessment Survey

In a digital world where an astounding amount of data is created every day, an organization needs to have a reliable measurement tool to measure the success of its digital marketing program. But the DM3 assessment survey from Webtrends, an enterprise customer intelligence company, reportedly revealed that many companies lack both the knowledge and expertise to run successful digital management programs.

 

Since its release in June 2009, more than 160 companies have completed the DM3 assessment survey. Preliminary results suggest that there is a strong awareness of the importance of digital measurement programs among the companies. The report stated that than two thirds of respondents had strong scores in Measurement Strategy and Analytics Resources.

 

The Digital Marketing Maturity Model provides the first standardized framework for assessing an organization's measurement and analysis skills, staffing and best practices across multiple digital marketing channels, from Web sites to social media.

 

“The results from DM3 prove that organizations are strongly aware of the need for a digital measurement program, but they struggle with the tactical challenges of executing an effective program," said Jascha Kaykas-Wolff, Webtrends vice president of marketing, in a statement. "Using measurement tools alone is not enough to manage a successful digital measurement program. Webtrends provides companies with the right knowledge and expertise to effectively apply the data they're collecting.”

 

More than half of respondents received low scores when it came to web site marketing and marketing analysis and nearly three quarters scored low on Social Media Analysis. With nearly 75 percent of participants scoring at the low end of the maturity spectrum for adoption and governance, achieving enterprise-wide adoption of measurement and establishing governance standards also provided significant challenges, states the report.

 

Recently, the company joined hands with Teradata (News - Alert) Corporation, to provide marketers a full view of their customers online and offline data. By integrating Webtrends' customer intelligence solution with Teradata's Integrated Web Intelligence solution, marketers can drive revenue across multiple channels, reduce overall cost and improve satisfaction across their customer base.