“Digitally Mature Businesses Are 2X More Likely to Grow”

You have to grow anyway, so why not set maturity as a 2022 goal, and grow measurably?
SIA Team
November 15, 2021

A few days ago, on the Google Analytics Twitter channel, there was a tweet quoting a stat that’s partially reflected in the title of this article:

The tweet links to an article on Think With Google, titled, The Digital Marketing Maturity Race Belongs to the Swift. Here’s How You Can Be In the Running. (Actually, the real title is probably in the title tag: 4 Key Drivers for Digital Marketing Maturity.)

The article opens with a statement of the current world situation, mentioning that some digital businesses have responded faster than others.

The article mentions 4 key areas that businesses should focus on in order to become more digitally mature. 

In my words, these are:

  1. Virtuous Use of First-Party Data

First-party data is data that is shared with people’s consent. Of course, all businesses require access to data, and with this data, businesses have a critical ingredient that they need in order to gain insight and make the best decisions possible. 

  1. More Robust End-to-End Measurement

The term end-to-end refers to the customer journey, from beginning to end (depending on how, from a tracking perspective, the business defines those ends).

Unfortunately, for marketers, tighter data restrictions (which can actually be good for the user) mean that gaining data is more and more challenging. 

That’s why marketers need to look for more robust and innovative ways of gathering data. 

  1. The Ability to Monitor, Plan, and Adjust…In a Timely Fashion

This has to do with having the ability to observe, process, plan, and make wise decisions…in a timely fashion.

The businesses that were able to do that during the start of the pandemic tended to do well. 

It’s not too late to do likewise. 

  1. Overcome Staff and Skill Shortages by Looking Inside (and Outside)

A lot of companies are facing such shortages, and to try to overcome this, they’re using a blend of in-company and outside talent (perhaps from freelancers and other companies).

Source: Google Analytics Twitter channel