Webtrends Debuts Online Marketing Model

Online analysis specialist Webtrends has released a beta version of DM3, which it claims is the first standardised model for determining how effectively organisations measure and utilise the data generated by their online marketing.

The DM3 (Digital Marketing Maturity Model) aims to provide a framework and objective criteria for assessing skills, tools and best practices for the measurement of all digital marketing activities, as opposed to just web site measurement.

The model was developed by the firm's Digital Marketing Optimisation team, which helps clients optimise return on their web sites and through search engine marketing, email and social media. It claims to help clients measure the maturity of digital marketing programs in six core areas - measurement strategy, analytics resources and domain expertise, data integration and visualisation, data analysis and insight, adoption and governance, ongoing optimisation.

VP of Marketing Jascha Kaykas-Wolff comments: 'For online marketing to continue to grow and mature, there needs to be standardised, structured approaches for organisations to ensure they are getting the most bang for their digital marketing buck. We hope this model leads to consensus about how to build and maintain mature measurement programs across all types of digital marketing investments.'

Webtrends is seeking feedback on the DM3 beta. A white paper on the model and a self-assessment survey are available on the company's web site at www.webtrends.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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