List of 6 Analytics Maturity Models

A Maturity Model is a tool to assess your organization’s process capability in a specific domain – it is typically divided into levels or stages. The idea is that you cannot move to a higher stage until you have comprehensively met the requirements of all stages below. The goal is to achieve the highest step.

The idea of a Maturity Model is nothing new. One of the earliest maturity models developed, was in conjunction with the U.S. Department of Defense: the Capability Maturity Model, which focused on improving the software development process. The CMM is inspired by the ideas  found in the book Managing the Software Process (Humphrey).  Carnegie Mellon University now administers and markets CMMi (Capability Maturity Model Integration) – a process improvement training and appraisal program.

The Five CMM Levels: Initial -> Managed -> Defined -> Quantitatively Managed -> Optimizing

I first came across the concept of an Analytics Maturity Model when reading Competing on Analytics: The New Science of Winning (Davenport, Harris).

Analytics Maturity Pyramid
Figure 1: Analytics Maturity Pyramid

The model introduced has also appeared in a step-wise notation with definitions at each stage (Figure 1).

Five Stages of Analytical Maturity
Figure 2: Five Stages of Analytical Maturity

This model was developed by the analytics software developer SAS who wrote a white paper on the model.  Similar to CMM, it also has five levels (Figure 2).

Many other organizations have started to offer their own analytics maturity models, each with their own spin. Some offer access to a self-assessment tool, where you can fill out certain information about your company and proceed to be evaluated. Here is a list of five others (in no particular order).

1.  Online Analytics Maturity Model (OAMM) – Cardinal Path

Cardinal Path’s Online Analytics Maturity Model measures your organizations analytics maturity against six areas: Governance, Objectives, Scope, Team & Expertise, Improvement Process Methodology and Tools, Technology & Data Integration. The OAMM is presented in the style of a radar graph indicating a score in each of the six areas (Figure 3).

Cardinal Path's Online Analytics Maturity Model
Figure 3: Cardinal Path’s Online Analytics Maturity Model

2. Adobe Analytics Maturity Model – Adobe

Adobe’s Analytics Maturity Model is focused around their Marketing Cloud product suite and is primarily directed towards web analytics (Figure 4).

Adobe Web Analytics Maturity Model
Figure 4: Adobe Web Analytics Maturity Model

3. Big Data & Analytics Maturity Model – IBM

IBM’s Big Data & Analytics Maturity Model is also a five level model that focuses not only on analytics maturity, but also other areas of the business including: business strategy, information, culture and execution, architecture and governance (Figure 5).

IBM Big Data & Analytics Maturity Model
Figure 5: IBM Big Data & Analytics Maturity Model

4. Data Science Maturity Model – Booz Allen Hamilton

Booz Allen Hamilton’s maturity model is heavily focused on data science – the process by which insight is gained through data (Figure 6).

Booz Allen Hamilton Data Science Maturity Model
Figure 6: Booz Allen Hamilton Data Science Maturity Model

5. Informs Analytics Maturity Model (AMM) – Informs

The organization behind the Certified Analytics Professional program has developed their own maturity model that is quite different from the list above.

Compared to the other models that evaluate your organization’s analytical maturity as a whole (which Informs also does – Figure 7) – it evaluates the maturity of the following categories and factors:

  1. Organization Maturity (Figure 8)
    1. People
    2. Leadership Impact
    3. Measures
    4. Processes
  2. Analytics Capability Maturity
    1. Analytic Framework
    2. Roles and Skills
    3. Analytic Services
    4. Analytic Processes
  3. Data and Infrastructure Maturity to Support Analytics
    1. Health
    2. Access
    3. Traceability
    4. Analytics Architecture
Informs Assessment Summary Score
Figure 7: Informs Assessment Summary Score
Informs Organization Maturity Graph
Figure 8: Informs Organization Maturity Graph

You have seen six different approaches to evaluating your organizations analytic maturity – some take a global view of your organization and place you along a scale, others evaluate you on a more detail level and roll up your results into a final score.

Do you prefer one model over another? Are there other models out there  that you think should have made this list? Please share your responses in the comments below.


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