Integrated Digital Marketing programs have many components that need to be coordinated and optimized to justify investments and provide a differentiated customer experience. There are thousands of vendors in the marketing technology ecosystem each with their own tool centric frame of reference about customer experience and digital engagement. Today’s marketer is faced with an overwhelming number of choices and must bring together numerous disciplines to best serve the customer and realize meaningful business impact.
How does the organization make sense of this fast changing marketplace? What does a coherent, realistic roadmap look like for managing a digital transformation journey? Developing a world class digital marketing capability requires an understanding of the current state according to a number of dimensions from product and content processes through various tools and technology Infrastructure, marketing and merchandising organization, data and site architecture, and core commerce capabilities all supported by a myriad of customer experience analytics.
This workshop will walk participants through the various maturity stages in each of these areas and provide a framework for assessing your organization. The resulting maturity model will then be applied to identifying areas for investment the offer the greatest return and the development of a comprehensive enterprise roadmap to guide future digital marketing initiatives.