Attribution is a common barrier to digital maturity because it hinders the source identification of a customer lead which makes it nearly impossible to evaluate the ROI of your marketing spend. Combining online and offline data in a seamless, informative process is difficult for the even the most sophisticated digitally mature organizations.
Businesses tend to rely too heavily on last-click attribution, which doesn’t account for the holistic view of the customer journey. Without the right processes and software, businesses are stuck doing attribution manually, which doesn’t work.
2. Business model
Your current business model is probably at odds with where you need to go and will most likely need to change as you mature digitally.
It takes many teams and new procedures to change your model, and it’s not always easy convincing leadership to go in a different direction.
Even if you get buy-in to go digital, that doesn’t mean you have the skills to do digital. Organizations are fighting to attract top-level talent, but these candidates are few and far between. If no one in your organization has the talent to take on your digital transformation, outside help is must.
You can’t ask marketers to become programmers, and you certainly can’t expect customer service representatives to become data scientists overnight. Instead, invest in talent specifically for digital maturity. Increase your current employees’ value by investing in training and skills that complement your goals. Over time, hire the talent that enables you to embrace transformation.
Contact New Path Digital to learn how to get started evaluating your path to digital maturity!
Like most strategies that save time and money, digital maturity requires an investment of resources; New Path can help guide you safely around attribution, business model, and talent roadblocks.