Google Digital Maturity Framework

November 8, 2019

What’s your company’s score? And why should your brand care?

In 2017, Boston Consulting Group and Google developed the Digital Marketing Maturity Framework. In a nutshell, the framework helps DELVE and our Clients discover how advanced their Digital Marketing efforts are across a few key areas:

Our goal at DELVE is to help our clients advance up the maturity framework, step-by step, and unlock hidden ROI in the process.

What does this all mean in day-to-day terms? Let’s start with Brand ABC as an example.

Brand ABC uses multiple third-party vendors to buy media, and relies on the third-party reports to measure performance. They have no internal attribution or reporting solutions built out, but they do have a team of analysts who analyze the third-party reports. They do have paid search in house and use Google Analytics Free to measure the effectiveness of this channel. However, their paid search team relies solely on last-click attribution, so they don’t collaborate with the analysts to dive deeper into how search is influenced by other media channels.

Brand ABC models the majority of brands, which fall into the Nascent or Emerging buckets. So, what can they do to mature?

By relying on third-party reporting, Brand ABC has very little ownership or insight into which digital channels are providing value. They can upgrade to an enterprise analytics solution, such as Google Analytics 360, in order to move away from last-click attribution (which is typically biased towards search). This allows users to gain more granular insight into ROI derived from each channel.

Another step they can take to move up the Maturity Framework? Bring media buying in-house, by purchasing their own in-house seat on Display and Video 360. This step provides transparency into the efficiency and effectiveness of Brand ABC’s media strategies, and can therefore reduce costs and increase the accuracy and effectiveness of targeting. Finally, an easy but often overlooked step is breaking down the silos that exist within the brand. Brand ABC should collaborate and use their existing analytics and in-house search teams to build out better measurement within Google Analytics 360.

Obviously, Brand ABC is fictitious, but a surprising number of brands today are in similar situations. To find out where you stand take the assessment below or give us a call.

Take the Google Digital Marketing Maturity Assessment for yourself and let us know what you score!


Ready to take your ads, and your business, to the next level? Get in touch with the DELVE team today.

Related Insights

DELVE Promotes COO Anton Lipkanou to President

BOULDER, Colo., September 24, 2021 — DELVE, the measurement-first advertising consultancy that empowers marketers with the intelligence of their own data, announced today that it has promoted COO Anton Lipkanou to President. In this newly-created role, Lipkanou will focus on assessing opportunities to improve processes, ensure a healthy P&L, and work with key leaders to set them up for success.  “Anton’s journey embodies DELVE’s culture of continuous learning and personal development,” said...

Read Article

September 24, 2021 |

Google Did Brands a Favor by Cutting Off Cookies

The transition to an internet without cookies will be rocky, but it will ultimately benefit all parties — including, yes, even brands. Executive Summary For years brands have relied upon third-party data to drive their marketing, although first-party data provides deeper customer insights for personalizing ads and orchestrating next best product offers. Google’s decision to discontinue support for third-party cookies doesn’t create a problem for brand advertisers -- it actually solves a problem...

Read Article

September 16, 2021 |

Why Amazon DSP is the Best-Kept Secret in Programmatic Advertising

Intent data helps advertisers achieve big gains in return on ad spend By Kiana Nemoto | Managing Director of AdTech Platforms, DELVE In the past few years, Amazon has built an advertising business powerful enough to contend with Facebook and Google. Amazon’s share of the U.S. digital ad market grew to more than 10% in 2020, making it the third-largest digital ad publisher in the country—and Amazon isn’t even a media company.  The vast majority (about 90%) of that advertising revenue is for ads...

Read Article

September 9, 2021 |
view more insights