Implementation of Big Data Analytics - Big Data Analytics: Disruptive Technologies for Changing the Game - page 69

Figure 6.1: Social media maturity model
• Ad hoc —A company that is just starting to develop the capability to
gather consistent information in key functional areas, generally falling
well behind other companies in the corresponding sector. Information
beyond basic reporting is not available. Time-consuming, manual efforts
are generally required to gather the information needed for day-to-day
business decisions.
This model is an important tool in developing an enterprise-wide analytics
roadmap. It allows us to specify speciic capabilities developed in each phase,
compare them with others in the industry, and align metrics to each level, so that
the beneits can be identiied using the metrics and can be quantiied using either
benchmarks or company-speciic information.
The business maturity model lets us rapidly quantify the beneits of an
analytics program. We have been tracking actual beneits using case studies and
using these benchmarks in roadmap development. The maturity models and their
underlying descriptions are industry-speciic, as implementations and beneits
differ from one industry to the next.
Figure 6.1 shows an example of the maturity model applied to the capability
Monitor Brand Sentiment. At the Foundational level, the marketing organiza-
tion establishes a Facebook account, which is used by customers to express
sentiments; however, the sentiment information is not used in any way. At the
Competitive level, the organization establishes a mechanism for collecting,