About the author : Joni holds a PhD in marketing. He is currently working as a postdoctoral researcher at Qatar Computing Research Institute and Turku School of Economics. Contact: joolsa (at)

Digital analytics maturity model


Digital analytics maturity model:

  1. Concepts — here, focus on is on buzzwords and realization that “we should do something”.
  2. Tools — here, focus is on tools, i.e. “Let’s use this shiny new technology and it will solve all our problems.”
  3. Value — here, we finally focus on what matters: how will the tools and technologies serve and integrate with our core competitive advantage, i.e. “Guys, what’s the point?”.

Applies to almost any booming technology.

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