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 dig

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
1. Enter your assessment of your current capability on the "Digital Diagnostics Questions" worksheet.
2. Review your performance on the radar "Digital capabilities chart".

Questions
We will update this tool, so please let us know about it's strengths and weaknesses as you apply it
All questions, comments or queries are welcome, please contact the author, Dave Chaffey:
www.davechaffey.com

DISCLAIMER
This spreadsheet is provided in good faith for assessing digital marketing capabiilites. Neither E-consultancy or Marketing In
responsible for the consequences of any errors in, or misinterpretation of, the spreadsheet models or for any actions taken a
spreadsheet. Thanks, Dave Chaffey (www.davechaffey.com).

ACKNOWLEDGMENT
This diagnostic tool is based on similar conceptual approach to that from Professor Hugh Wilson of Cranfield School of Man
Multichannel Challenge. The benchmarking statements used and categories are unique to the E-consultancy report.
ents across all key areas of digital marketing strategy highlighted.

download report:

r E-consultancy or Marketing Insights Limited can be held

odels or for any actions taken as a result of using this

son of Cranfield School of Management and author of The

e E-consultancy report.
 Statements and questions about the management of digital channels in your organisation Capability rating
(Enter 0 to 5)

1. Digital channel strategy

1a. Channel segmentation Online customer segment characteristics, behaviour, needs, satisfaction are well understood and used for
targeting. 3
1b. Market and product development Market and product opportunities aligned with business goals have been reviewed and implemented 2
1c. Channel value Channel-specific options for pricing / revenue models / merchandising have been reviewed 4
1d. Channel value proposition There is a clearly defined and communicated Online Value Proposition for different audiences 2
1e. Partnerships New and existing online partners are recognised and managed appropriately 3
1f. Service Appropriate levels of resource are deployed to e-channel service to deliver the balance of satisfaction / value
3
Total (out of 30) 17
2. Online customer acquisition
2a. Audience share We make a continuous investment in digital media which reflects seasonal demand trends 4
2b. Natural search We are effective in natural search and online public relations 4
2c. Digital media buys We optimise investment in digital media buys across paid search, aggregators/affiliates & display ads 4
2d. Reputation management We manage online reputation in communities and social networks proactively 3
2e. Evaluation We understand cost-effectiveness of referrer sources across multiple touchpoints 4
2f. Innovation in acquisition Potential of new digital marketing acquisition of influencing techniques are evaluated rapidly 3
Total (out of 30) 22
3. Online customer conversion and customer experience
3a. Customer centricity & content Our site is customer-centric combining findability with effective customer-decision support 3
3b. Customer satisfaction We have a structured proccess for assessing customer satisfaction, loyalty and advocacy 4
3c. Competitor benchmarking We benchmark experience/performance against competitors and out-of-sector practice 3
3d. Structured experiments We continually improve landing page performance through structured experiments (e.g. AB/MVT) 4
3e. Off-web conversion support Messaging (email and text) and offline contacts (click-to-call, click-to-chat) are used for conversion 3
3f. Innovation in experience We have flexibility & budget to trial new digital marketing approaches 3
Total (out of 30) 20
4. Customer development and growth
4a. Customer insight We have a rigorous approach to collecting, analysing and disseminating customer insight. 2
4b. Customer lifecycle There is a defined customer lifecycle for different customer groups. 2
4c. Automated contact strategy There is an automated digital contact strategy (email, mobile and web) personalised to lifecycle context
1
4d. Customer engagement We have developed compelling reasons for our customer to engage through the site, email and third-parties
3
4e. Customer participation We encourage customers to participate through community and other interactions 2
4f. Innovation in customer development
We have flexibility & budget to trial new digital marketing approaches 2
Total (out of 30) 12

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 3
Drive from site. Offline contacts are used to enhance conversion/customer development as appropriate
3
Brand campaigns integrate online and offline objectives effectively 3
Digital channels are effectively integrated into campaign management 3
We can track multichannel interactions and the value they generate effectively 3
Contact-centre services integrated to balance conversion maximisation and cost reduction 3
18
6. Digital channel governance
Senior management buy-in and understanding vision of channels supporting organisation strategy 4
Defined digital channel goals, linked to digital strategy, reporting and improvement process 4
Creation of medium / long-term roadmap of all activities linked to strategic initatives 3
We have a sound process for digital project selection, prioritisation and management esp IT resource 3
We have the right level and range of internal staff skills and external agency skills to manage digital 2
Flexibility to test and refine strategy informed by marketplace competition and customer behaviour 3
19
 Digital channel capability benchmarking

1. Digital channel strategy

40

6. Digital channel governance 2. Online customer acquisition

20

Ideal
0 Our organisation

. 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 Our organisation
1. Digital channel strategy 30 17
2. Online customer acquisition 30 22
3. Online customer conversion and
customer experience 30 20
4. Customer development and
growth 30 12
5. Cross-channel integration and
brand development 30 18
6. Digital channel governance 30 19