Assessing digital capability levels to lift performance
This global drinks company had a strong reliance on agencies to develop and deliver digital activities, leading to a lack of coordination between markets. It was time to build stronger in-house capabilities. The first step in addressing this was to assess digital skill levels and capability gaps within brand teams.
What we did
We developed a capability framework that described the skills and behaviours digital marketers require across core areas of digital including paid media, social, strategy and content. We then surveyed over 180 marketers in USA, Global and European teams, and interviewed individuals at all levels of seniority to produce a robust analysis of current capabilities.
Following this assessment, we designed a three-year capability strategy to lift digital capability levels towards the World Class benchmark defined in the Capability Framework.
The robust and insightful analysis of digital capability levels helped persuade the organisation of what capability programme was required. This led to foundational skills workshops and a programme of tailored interventions for priority brands and top marketers to develop innovative digital solutions.
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