I was delighted to see Peter O'Neill's webinar, which was inspired by and adapted from the Digital Analytics Maturity Model I created over 12 years ago. I always wanted my idea to be applied, used, and abused in the field so that it could stand the test of fire and, over 12 years later, still be useful. This is a testament to the significant contribution I have made to the industry and has positioned me as a thought leader in the field. At the time, the trend was to say "web analytics is hard", and my goal was to go against the grain and argue that web analytics could be easy/simpler. After all, if we wanted to optimize the business, it made no sense to complain and fail to optimize our own work! Today, the 5 pillars remain as strong as ever - and the reality is that the concept can very well be applied to other areas of business: digital marketing, data science, etc. Methodology usually being the weakest part, and Tools the least important. Over the years, I have also collected benchmark data by industry, geography, years of experience and academic background. Of course, when I was asked to do a maturity assessment, the process was much more elaborate - something Peter and many agencies who adopted the concept can help you with. From the assessment, there are all sorts of scenarios we can address, whether it's low management buy-in or lack of resources, limited scope or overly ambitious goals. But the main benefit remains the same: sparking conversations with stakeholders. I've just updated the self-assessment tool (the rest of the site will be updated shortly) and I'll be revising the options again to include privacy. You can access the self-assessment tool directly here: https://lnkd.in/dMEas_C8 (no cookies, no data collected, just for your pleasure!) #digitalanalytics #digitalmarketing #datamaturity #datamanagement