New business aims to help Aussie organisations rate digital maturity

Digital Transformation Scores has debuted locally, offering a digital benchmarketing and diagnostics tool for corporates

A new company looking to help local organisations benchmark their digital maturity and strategic effectiveness has launched in Australia.

Digital Transformation Scores (DTS) is the brainchild of founder, Marcelo Silva, who has spent the past 20 years working in a range of marketing and business roles, with an emphasis on digital. His career includes helping to launch digital-first upstarts, ING Direct and PayPal, in Australia, as well as working on digital execution for media organisations such as Bauer and Turner Broadcasting.

According to Silva, too many organisations are still ‘doing digital’ rather than embracing it as the cultural, transformative shift it represents. Launching DTS is about providing a diagnostic tool that helps organisations understand where they sit in the digital maturity spectrum and against their corporate competitors.

Silva has spent the past 18 months building up the DTS business, bringing on a team of researchers and statisticians to help him work out what it is that digitally mature organisations are doing differently to the rest of the pack, and how to provide a benchmarking tool that helps others gauge digital success.

DTS is tapping into up to 40 data points to gauge digital maturity, grouped into four main dimensions: People and culture including leadership, diversity and training programs; digital strategy roadmaps; enablers, such as technology, platforms and systems; and measurement and performance.

“Obtaining digital transformation measurement across all key business dimensions has been a disjointed and invariable frustrating experience,” Silva said, noting his own historical experience of trying to gauge digital success in organisations he’s worked for. “Nothing has been presented in a considered and consolidated manner across the entire operational spectrum.”

Silva told CMO most of the numbers are based on publicly available data, such as financial reports, gender diversity scores, reported customer metrics such as Net Promoter Score and customer satisfaction, and A/B testing diagnostics.

The measurement platform was developed in consultation with a 38-digital expert panel representing a range of organisations and fields and including former chief digital officer for the Federal Government, Paul Shetler and ANZ’s group head of digital, Maile Carnegie.

According to Silva, what’s clear is people and culture is the most important element to embracing digital, coupled with leadership. Both ranked the highest contributors in organisations that have reached digital maturity. Not far behind is a comprehensive digital strategy, followed by platforms and measurement.

“When it comes to the level of transformation, owners driving it for whole had greater emphasis on people and culture, whereas people that have just started on the digital journey have a greater emphasis on digital strategy,” he said.

Having a customer-first strategy is pivotal regardless of who you are, but Silva agreed the industry you’re in has a clear bearing too, something that’s taken into account as part of the benchmarketing exercise. He noted banks, for example, are well on the journey to digital maturity, whereas the energy sector is just at the starting line.

“We feed our insights into a scoring framework that takes into consideration your maturity profile. ANZ won’t rank as high as Facebook, but can be compared with NAB or Westpac,” Silva said.

Three filters are applied by DTS to organisations: Little, moderate and largely transformed. Clients get a graphical representation of their digital transformation score, broken into 35 sub-categories, and are benchmarked against their two nearest competitors.

Silva’s go-to-market strategy for the new offering is both direct board and c-suite including CMOs, as well as media and creative agencies. Thanks to digital disruption, many agencies are seeing their roles shaken up and are looking for ways to minimise disintermediation by having a seat at the digital transformation table, he said.

The other area of interest has been with accelerators and innovation programs, Silva said. “We’re seeing many corporates flocking to accelerator programs. This tool helps measure your progress.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu      

 

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

the systems that run these things are teachable just like a car, theres stuff still yet to come out to bring up the automation grade, b...

Magnus Robert Carl Wootton

Fear not: It's only a robot - Big data delivery - CMO Australia

Read more

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

Latest Podcast

More podcasts

Sign in