Framework
Most organisations sit somewhere on a curve between "we don't really trust our numbers" and "our models predict what's coming next." Knowing where you are makes it much easier to choose the right next step — and to spot the gap that often stops teams in their tracks.
Infinity sits alongside your team at every level — automating QA, documentation, reporting and insight surfacing. It compresses the climb, helps you cross the Gap without a year-long re-platforming project, and gets you to predictive analytics far sooner.
You are just starting, or you do not trust your data. You may have some version of Google Analytics or a CMS analytics package added to your website, but you don't really understand what you're looking at, why it matters, or whether it's accurate.
This stage is about ensuring you have a basic level of accurate web metric reporting. You have set the foundations for actionable insights with reliable basic web metrics, using limited marketing and single-source web data, but you trust its accuracy.
This level is about using your data to act and continuing to work on metrics, accuracy, and process. You are optimising behaviour and traffic based on previously-agreed key performance indicators (KPIs) and agreed targets using basic self-service dashboards or custom-built reports.
This is about laying the groundwork for greater personalisation and uncovering detailed insights and wisdom. You have established vital and detailed target segments and specific user journeys, and you are starting to integrate more sources of customer data.
Between Level 3 and Level 4
There is an obvious gap between Level 3 and Level 4. Crossing this gap is difficult because you suddenly need to look beyond the marketing team and often the marketing budget — working more closely with developers and IT, potentially bringing on costly tools, and getting solid senior stakeholder support.
This level is about personalisation and taking a 330° view of a customer (330° because of privacy limitations). You have built models on Customer Lifetime Value (CLV) and are automating either content or marketing. You likely have a CRM system integrated with the rest of your marketing business technology stack, and you may use a Customer Data Platform (CDP) and an integrated data warehouse.
This involves taking the foundation of all the work completed and applying data science-powered analysis (often with artificial intelligence) and implementation over the top. You move from 'Descriptive' to 'Predictive' and 'Prescriptive' analytics.
A short conversation is usually enough to place you on the curve and identify the highest-leverage next move.
