How to benchmark and build a digital transformation roadmap

Digital transformation often means something different to each brand, department or stakeholder. The right way forward will vary for each organisation and team, but it’s the willingness to be nimble and adaptive that underpins true digital transformation. This holds the key to unlock growth, revenue and efficiencies for every business. 

What is digital transformation?

To help brands advance on their digital transformation journey, Jellyfish has developed a new Digital Maturity Framework which delivers a tailored, actionable roadmap to make transformation achievable. It starts with a collaborative exercise to assess an organisation’s readiness across four key areas:

• People: How teams and external partners work well together.
• Data & Transformation: How data is leveraged to understand customers and measure activity and what automation is used to enhance activities and improve processes.
• Creativity to Execution: Understanding messaging and creative and how they connect to customers and prospects, regardless of channel, lifestage, locale, or medium. 
• Technology: The technology that’s in place to help with execution or to collect relevant data for insights.

Once this exercise has been completed,  a benchmark is created, followed by a prioritised roadmap of actions,  tailored to the organisation. The tasks and projects that provide the biggest gains are highlighted, based on criticality, effectiveness, achievability and impact, and this determines the next steps. 

Tailored for your business, with a clear understanding of your vertical 

During a publisher-focused webinar with FIPP on direct-to-consumer revenue models (which are expected to become the primary source of revenue for most media businesses), Jellyfish’s VP of Publishing, Carola York, discussed what’s needed if a publisher is looking to embark on a digital marketing transformation project, and what publishers should ultimately be looking to achieve. 

Carola highlighted that the best subscription marketing teams use data for end-to-end measurement and messaging. They build an in-depth understanding of the entire customer journey and they know how and where to focus customer engagement efforts.  And they apply the latest in automation technology, artificial intelligence, and machine learning. 

But getting the right technology in place can be confusing, and then properly wiring it together can be a real struggle. And most subscription marketers are not technical gurus, or mathematicians, or data scientists. And that’s where Jellyfish can step in to help.

The full webinar can be watched here: