Digital Dominance Benchmark - February 2021 - Sia Partners
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Digital Dominance
Benchmark
February 2021
Martin Hermsen Rutger Katz
Partner Manager
+31 646 82 87 85 +31 652 46 65 35
martin.hermsen@sia-partners.com
rutger.katz@sia-partners.comThe Digital 1. APPROACH
Dominance 2.SECTOR RESULTS
Benchmark 3. HOW TO REACH DIGITAL DOMINANCE!
Digital brand strength research
5. ABOUT SIA PARTNERS
by Sia Partners 6. APPENDIX
21. Approach confidential 3
We developed the Digital Dominance Benchmark to measure
the digital strength of brands
The Digital Dominance Benchmark (DDB):
• Is the first benchmark that measures the digital strength
of brands.
• It started in 2016 in the Netherlands as an annual
recurring benchmark to see the state, but also the
development of the digital strength of brands over the
years.
• Covers 26 sectors and 350 brands.
• Data allows for comparison between brands within and
outside the sector.
• Evaluates over 50 KPI’s in 5 different digital channels.
confidential 4The DDB helps organization to understand their digital
performance gap
How to bridge the gap between customer expectations and the experience you deliver as brand?
Extended Retain
Inspiration Orientation Purchase Use Service relationship
Digital Needs
Digital Engagement
& Wants of
consumers
∆
Digital
services
offered by
brands
confidential 5Different methods and approaches exists to measure digital
enabled business performance improvement
• KPI tree with inter-connected KPI’s
Digital Marketing • Top KPI’s linked to business objectives
Performance • Leading indicators above lagging
Dashboard • How are we doing and how can we do better?
Marketing Return Predictive & Customer Journey
Data analytics and Digital Dominance Customer Journey
on Investment Propensity Return on
reporting Benchmarking Investment (CROI) Mining
(MROI) Modelling
• Own data analytics • Cross channel • What will happen? • How does our brand • Touchpoint • How do individual
• 3rd party data media (advertising • Next best action compare to others? evaluation in order to customers behave
analytics and content) spend • Which customer • How do we compare optimize our budget and travel through
• Channel Analytics optimization interaction is best to with direct and allocation their customer
• Google analytics • S-curve analysis
serve when? indirect competition? • What is the journey?
• How do we compare incremental effect of • Where do they flow,
• Social media to other sectors? an investment in a where do they halt,
analytics touchpoint vs. Other where do they drop-
• Touchpoint investments in other out and why?
analytics touchpoints? • Continuous customer
journey improvement
confidential 6Why Digital Dominance is important
While the internet may be the best thing to have happened to humanity since the invention of the steam engine, ensuring that
brands can compete and win in this digital age isn’t always as simple as it looks.
Here are some of the aspects companies must invest in to create digital differentiation:
A strong web presence, inviting, quick to load, searchable with clear navigation and calls to action for
1 the customer/consumer
Mobile optimization beyond responsive design; also succinct, uncluttered and with a clearly visible
2 value proposition
Emotional engagement with the customer/consumer via relevant content, curation and story telling
3 delivered by a compelling customer experience
4 A proactive social media strategy to engage with customers/consumers and their communities on the
social web where they turn to for information, counsel and decision making
5 Paid media advertising to ensure brand visibility, awareness, consideration and customer activation
confidential 7The Digital Dominance Research Methodology
More than 50 KPIs are analyzed in 5 areas benchmarking you and your competitors, consolidating in the overall index:
• Total visits last 6 months
Number of web visits, time visitors spend on
• Average time on site
Branded websites website, number of pages visited per visit and how
• Average page views per visit
many people leave after seeing one page.
• Bounce Rate
How does the company score on the mobile
• SEO score
SEO & keyword readiness and other SEO components such as
• Mobile readiness
speed? What is the company’s score against
usage keywords used by customers?
• Usability and speed
• Total page likes [Fans]
How many fans does the company have and how is • Fan growth YTD
the fan base growing, how much does the company • Total interactions YTD (likes, shares +
Social Media interact with customers and how effective is the comments)
content (and advertising) on Facebook,Twitter • # posts YTD
LinkedIn and Instagram? • Average engagement per post YTD
• # interactions per 1000 fans YTD
How many videos does the company have on its
YouTube channel, how many customers have • Subscribers
YouTube watched them, and how many subscribers does the • Video views
company have?
How does the company creatively use apps to get • App review score (iOS and Android)
Apps (Mobile) close to the consumer and how do consumers rate • # app rankings (iOS and Android)
the company’s effort?
confidential 8Our data collection process follows a structured process to
ensure the quality required
High quality data is a must to meet our high reporting quality standards
Update Research Tool assessment and
Data Collection Data Quality Calibrate Data
Pool update
• Define brands in scope ▪ Cutting edge tools used • Collect data from data • Compare owned data ▪ Looking at the bigger
• Confirm URL for web and for the data collection providers with benchmark data picture, using data plots
social channels process • Make interpretation of ▪ Significant time of the to have a 4-eye principles
• Confirm apps ▪ Benchmark performed of data and check validity study consists of data and using common sense
the solutions used in the • Build data analysis file sourcing, cleaning and to assess the results
previous years • Data integration, validation (~80%) visually
▪ Interviews held with tool validation, cross check ▪ YoY comparison of data ▪ Calibration and
providers to understand • QA check on data ▪ Fault-tolerance analysis normalization of global
their approach, QA completeness, outliers ▪ Systematic delta data to country specifics
process and the data • Sample based quality analysis (incl. outlier (in case of missing
context check detection) country data
• Validation with other ▪ Extrapolate/interpolate
sources to fill the gaps
confidential 9The Benchmark Pool for the Netherlands covers 23 sectors and
350 brands (1/4)
Cosmetics / Personal
Automotive Food & Beverage Kitchen Appliances Luxury Fintech
Care
confidential 10The Benchmark Pool for the Netherlands covers 23 sectors and
350 brands (2/4)
Employment & Government / Oil & Gas / Minerals &
Retail Banking Pharmaceuticals Utilities
Recruitment General Mining / Chemicals
confidential 11The Benchmark Pool for the Netherlands covers 23 sectors and
350 brands (3/4)
General Insurance Health Insurance eCommerce Fashion Hotel & Leisure Travel & Booking
confidential 12The Benchmark Pool for the Netherlands covers 23 sectors and
350 brands (4/4)
Food Retail Non Food Retail Telco Airlines Airports
confidential 132. Benchmark Results confidential 14
Almost all industries were affected by Covid-19 crisis. We have
seen the following effect of Covid-19 on digital brand performance
Retail and Health Insurance brands have strengthened their digital dominance driven by an increased
1 online consumer demand and associated traffic.
eCommerce remains the most digital dominant industry overall with Thuisbezorgd (online food
2 ordering and delivery service brand) showing the largest increase in 2020 driven by increased demand
during quarantine and remote working which still continues.
Airlines shows the biggest decline in performance. And Airports, the sector that enjoyed steady
3 increase over the last years showed no growth in 2020. Whilst these sectors has been impacted
strongly by the C-19, the online dialogue with the Customers stayed relatively on a good level.
IKEA shows a surprising performance improvement, replacing Booking.com in the top 3 the best
4 performers overall versus last year, presumably driven by the demand for home improvements while
consumers were forced to stay indoors and work remotely.
Bol.com remains the most digital dominant brand overall, however its growth were marginal at 2% in
5 comparison to other eCommerce brands, such as CoolBlue, which enjoyed the growth of 6% in 2020.
confidential 15The Digital Dominance Index – Dispersion per sector
• eCommerce have the
Dispersion 2020 Industry Average Cross-industry Average highest industry
average
Automotive
Cosmetics / Personal Care
Food & Beverage
• The highest scoring
Kitchen Appliances brand across industries
Luxury is in the eCommerce
Fintech sector
General Insurance
Health Insurance
• Dispersion in some
Retail banking
industries is larger than
Employment & Recruiting
Pharmaceuticals
others
Public Services, Government
Resources • Pharmaceuticals overall
Utilities performs below the
eCommerce cross-industry average
Fashion
Food Retail
• Food & Beverage
Non Food Retail
Telco
industry average is the
Airlines lowest
Airports
Hotels & Leisure • The lowest scoring
Travel & Booking brand across industries
00% 10%
0,1 20%
0,2 30%
0,3 40%
0,4 50%
0,5 60%
0,6 70%
0,7 80%
0,8 90%
0,9 is in the FinTech sector
confidential 16The average DDB score per channel per industry 2020 (1/2)
Top 3 sectors and their average score: 1) eCommerce (66,2%) 2) TelCo (62,3%) and 3) Food Retail (60,0%)
Non Food Retail Travel & Public Health
eCommerce TelCo Food Retail Fashion Airlines Automotive Luxury
Retail Banking Booking Services Insurance
Website
Weight: 25%
60,7% ↑ 55,0% ↑ 46,8% ↑ 51,4% ↑ 52,4% ↑ 49,9% ↓ 48,7% ↓ 52,6% ↓ 44,3% ↑ 42,7% ↓ 45,6% ↑ 38,4% ↓
Social
Weight: 30%
67,9% ↑ 52,7% ↓ 63,8% ↑ 63,5% ↑ 63,3% ↑ 54,6% ↓ 58,5% ↓ 58,1% ↑ 57,9% ↑ 58,4% ↑ 49,8% ↑ 66,5% ↑
Online
video 53,3% ↑ 56,5% ↑ 43,4% ↑ 31,3% ↑ 39,8% ↑ 40,6% ↑ 35,7% ↑ 29,5% ↑ 41,7% ↑ 43,8% ↑ 28,5% ↑ 37,0% ↓
Weight: 10%
SEO
Weight: 25%
77,3% ↓ 81,7% ↓ 77,3% ↑ 75,8% ↑ 76,5% ↑ 73,5% ↑ 70,5% ↓ 73,0% ↓ 77,5% ↓ 73,8% ↓ 70,4% ↑ 74,1% ↓
Apps
Weight: 10%
64,0% ↑ 65,1% ↓ 62,7% ↓ 62,4% ↑ 48,8% ↑ 66,5% ↑ 66,9% ↓ 47,7% ↓ 44,2% ↑ 53,5% ↑ 73,2% ↑ 53,5% ↑
Overall
66,2% ↑ 62,3% ↑ 60,0% ↑ 59,6% ↑ 59,5% ↑ 57,7% ↑ 57,1% ↓ 56,3% ↑ 55,7% ↑ 55,6% ↑ 53,9% ↑ 53,5% ↑
↑ ↓ → Industry average as compared to 2019 score Best Score 2nd Score 3rd Score
confidential 17The average DDB score per channel per industry 2020 (2/2)
Hotel & Kitchen General Employment Cosmetics / Pharmaceutic Food &
Resources Utilities Airports FinTech
Leisure Appliances Insurance & Recruiting Personal Care al Beverages
Website
Weight: 25%
33,9% ↑ 29,2% ↑ 38,8% ↑ 40,9% ↑ 41,3% ↑ 40,2% ↑ 30,1% ↓ 35,5% ↑ 25,5% ↑ 35,5% ↑ 27,1% ↓
Social
Weight: 30%
60,6% ↑ 60,2% ↑ 58,7% ↑ 51,0% ↓ 48,7% ↑ 45,3% ↑ 60,8% ↓ 61,2% ↑ 61,9% ↑ 33,0% ↑ 50,0% ↑
Online
video 20,2% ↑ 38,6% ↓ 31,5% ↑ 33,5% ↑ 18,3% ↑ 23,3% ↑ 18,5% ↓ 28,1% ↑ 23,0% ↑ 13,3% ↑ 33,1% ↑
Weight: 10%
SEO
Weight: 25%
73,4% ↓ 75,3% ↑ 72,2% ↓ 71,8% ↓ 75,8% ↓ 72,4% ↑ 69,7% ↑ 67,7% ↓ 69,3% ↑ 73,2% ↑ 66,3% ↓
Apps
Weight: 10%
66,9% ↑ 57,4% ↑ 21,0% ↑ 29,3% ↓ 35,7% ↑ 35,0% ↑ 34,1% ↑ 11,9% ↑ 11,9% ↑ 42,4% ↓ 6,5% ↓
Overall
52,4% ↑ 52,2% ↑ 49,6% ↑ 49,2% ↑ 48,9% ↑ 47,3% ↑ 46,9% ↓ 46,9% ↑ 43,9% ↑ 42,8% ↑ 41,2% ↑
↑ ↓ → Industry average as compared to 2019 score Best Score 2nd Score 3rd Score
confidential 18The top 3 per sector and the top 10 overall winners (1/2)
Non Food Travel & Public Hotel &
eCommerce TelCo Food Retail Fashion Airlines Resources Utilities Airports
Retail Booking Services Leisure
1 8 9 2 3 10
1
79% ↑ 69% ↑ 69% ↑ 76% ↑ 74% ↑ 66% ↓ 68% ↓ 62% ↑ 57% ↑ 58% ↑ 62% ↑ 66% ↑
5 4
2
73% ↑ 68% ↑ 68% ↑ 67% N/A 73% ↑ 65% ↑ 65% ↑ 61% ↑ 55% ↑ 54% ↑ 60% ↑ 52% N/A
7
3
69% ↑ 65% ↑ 65% N/A 67% ↑ 67% ↑ 62% N/A 63% ↓ 60% ↑ 54% ↑ 52% ↑ 59% ↑ 52% ↑
↑ ↓ → Brand total score change 2020 versus 2019
confidential 19The top 3 per sector and the top 10 overall winners (2/2)
Retail Health Kitchen General Employment Cosmetics / Pharmaceutic Food &
Automotive Luxury FinTech
Banking Insurance Appliances Insurance & Recruiting Personal Care al Beverages
6
1
70% ↑ 64% ↑ 62% ↑ 62% ↑ 62% N/A 66% ↑ 62% ↓ 62% ↑ 51% ↑ 59% N/A 55% ↑
2
67% ↓ 62% ↑ 60% ↑ 57% ↑ 58% N/A 63% ↑ 61% ↑ 52% ↑ 49% ↑ 56% N/A 51% ↑
3
66% ↑ 62% N/A 59% → 55% ↑ 58% ↑ 61% ↑ 61% ↑ 51% ↑ 48% ↑ 55% ↑ 50% ↑
↑ ↓ → Brand total score change 2020 versus 2019
confidential 20The Top 10 is still being dominated by Retail and eCommerce
Marktplaats, KPN, and Albert Heijn are new in the top 10
Web 73% 76% 67% 83% 60% 69% 64% 60% 59% 68%
(+3%) (+6%) (+6%) (-7%) (+5%) (+2%) (+1%) (+10%) (+6%) (+4%)
Social 80% 76% 73% 66% 66% 63% 70% 66% 69% 64%
media (+9%) (+13%) (+18%) (+3%) (0%) (-3%) (+1%) (+7%) (0%) (-4%)
Online 68% 44% 73% 26% 92% 71% 49% 67% 65% 26%
video (-1%) (-11%) (-4%) (+26%) (+2%) (-2%) (-34%) (+10%) (-3%) (-1%)
85% 84% 81% 83% 84% 74% 74% 81% 84% 78%
SEO (-3%) (0%) (0%) (+2%) (-3%) (-1%) (-4%) (-1%) (-4%) (-5%)
88% 87% 78% 85% 85% 80% 88% 77% 63% 92%
Apps (+2%) (+2%) (+21%) (0%) (+28%) (-2%) (+2%) (-2%) (-7%) (0%)
79% 76% 74% 71% 73% 70% 69% 69% 69% 68%
Total (+2%) (+5%) (+7%) (+10%) (+5%) (+3%) (+1%) (+15%) (+4%) (-2%)
Ranking 2020 1 2 3 4 5 6 7 8 9 10
Ranking 2019 1 2 9 18 5 8 4 78 12 3
confidential 21Most accelerating brands over the last year are Marktplaats,
KPN and Thuisbezorgd
Growth 2020 compared to 2019
90%
SLEEPERS80% WINNERS
70%
DDI score Jan-Jun 2020
60%
50%
40%
30%
20%
10%
LOSERS CHALLENGERS
0%
-20% -10% 0% 10% 20% 30% 40% 50% 60% 70% 80%
Relative compounded growth 2020 compared to full year 2019
confidential 224. How to reach digital dominance? confidential 23
Sia Partners can assist Dela to drive sales and market share by
improving the digital performance of it’s brand
5 different ways to improve the digital dominance of your brand:
Module Activities
• Deep-dive into the benchmark results with a focus on SEO and App
Digital dominance • Workshops facilitated and prepared by Sia Consultants to find root-cause and compare with best practices and competition
1 benchmark deep dive • Define improvement areas
• Develop improvement backlog and kick-of agile/scrum teams to improve
• Digital (marketing) capability assessment based on a capability model with 46 digital marketing capabilities
Digital Capability • Assessment method by evaluating the maturity levels (scale 1/5) with the core team
2 •
Assessment Workshop to present and discuss the consolidated assessment results and capability maturity ambition levels
• Develop improvement backlog and kick-of agile/scrum teams to improve
• Track customer journey’s and customer behaviour
Customer Journey • Analyse critical touchpoints (frequency, recency, value, drop-outs, conversion)
3 Analytics • Define touchpoint improvements
• Develop improvement backlog and kick-of agile/scrum teams to improve
• Use available customer segmentation or persona’s and select x high priority segments (define x)
Customer Journey • Create customer journey design’s in x design workshops (4 hours each)
4 •
Design Define high priority journey touchpoints and define areas for improvement
• Develop improvement backlog and kick-of agile/scrum teams to improve
• Evaluate current strategy
Refocus your Digital • Define new and/or changed strategies for market and revenue growth
5 Strategy • Define marketing and channel strategy and plan
• Develop Business case and mid and longer term improvement roadmap
confidential 24All 5 modules follow 4 logical steps
All 5 modules can be performed independently or jointly. When more then 2 modules are executed the investment decreases
due to synergies in work and activity.
1 2 3 4
Module
1 Digital dominance
benchmark deep dive
Digital Capability
2 Assessment ASSES YOUR KNOW HOW TO DRIVE HOW TO DO IT? EXECUTE
OPPORTUNITY VALUE
Customer Journey • Deep dive digital • Define your priorities • Prioritize and plan • Kick-of agile/scrum
3 Analytics dominance results • Set digital ambition improvement backlog teams to improve
• Assess digital marketing • Design future customer • Define approach, team, • Continue to measure
capability maturity journeys resources • Continue to improve
Customer Journey
4 Design • Analyse your customer • Design future capability • Obtain the right
Journey’s blueprint mandate
• Compare with competition • Develop business case • Prepare kick-off
Refocus your Digital
5 Strategy • Review current initiatives • Develop improvement
• Review current strategy backlog
confidential 255. About Sia Partners confidential 26
We are a next-generation consulting firm.
We are a global firm that has We invest heavily in tech and We cultivate expertise stemming
grown steadily over the past design to stay on cutting-edge from R&D activities and our
20 years and meet our clients' evolving proximity with our clients’
challenges industries
1,800 Consultants 4 AI centers 4% Of our revenue invested
in R&D
31 Offices across 18 2 Design Centers 100K+ Followers on LinkedIn
countries
325M$ in revenue for FY20/21 500 Clients
92% returning
+19% increase in revenue
FY19/20 despite C19
confidential 27A pioneer mindset, enhanced by a unique blend of capabilities...
Delivering results through
Business Expertise, the core of
Consulting
…to better serve
our clients.
Leveraging AI, emerging tech, and
open innovation for augmented
consultants
Reshaping projects and experiences through
design & creativity for next-level impact
Making CSR a lever for
profitable transformation
confidential 28We are business experts focused
on delivering superior results.
SECTORS SERVICES
Agriculture Actuarial Sciences
Automotive & Aerospace Defense Business transformation
90 Partners Banking & Capital Markets
Consumer Goods & Retail
Compliance
Corporate Strategy
Energy, Resources & Utilities CSR
Government Cybersecurity
Global coverage across 31 offices Health
Insurance
Data management
Data Science
Luxury goods and beauty Digital transformation
Manufacturing E-commerce
Pharmaceuticals Financial Performance
16 Business Units, working in an integrated manner
Real Estate Growth & Innovation
Software & platforms IT Strategy
Technology Marketing & Customer Experience
Telecommunications & Media Organization effectiveness
Transportation & Travel People
Pricing & Revenue Management
Procurement & Sourcing
Restructuring
Supply Chain & Logistics
confidential 29As the pioneer of Consulting 4.0, we leverage AI, emerging tech
and open innovation
TECH LAB AI CENTERS OPEN INNOVATION
We stay one step ahead of the We boost the transformational impact We develop innovative ecosystems,
emerging tech value offer of AI through our solutions both independently and with our
clients
Disruptive technologies • Heka, our AI ecosystem:
RPA | IoT | 5G | Blockchain | DevOps | Quantum • PAAS • STUDIO, our startup investment arm
Computing • AI solutions • APIFICATOR, international challenge for tech
• AI accelerators (Algorithms/models/APIs B2B startups
Advanced AI technology POC & data sets) • Alliances and partnerships bringing added value
Voice Recognition/Virtual Assistants | Voice • Production and industrialization of AI projects to our clients
recognition | Satellite image recognition | • Helping our clients develop their own innovative
Multilingual sentiment analysis | Time prediction | ecosystems
Machine Learning on edge
Tech Greenfields
Complex ecosystem transcending conventional
business
BIM | Autonomous Vehicles | Connected Home |
Predictive healthcare | Digital currencies
confidential 30We believe design and creativity can transform projects and
experiences for next-level impact
Creative Agency Design Centers
Designing experiences Creativity through human experience
We help our clients develop brand and communication We combine collaboration, design thinking, and user
strategies, implement omnichannel customer relationship experience to help our clients develop new ideas and
strategies, and digitalize the customer experience. accelerate their projects.
confidential 31We make CSR a lever for shared,
profitable transformation
4 Labs for Good operating on two levels:
• Implementing internal initiatives, policies, and values that support our people, our community, and our planet
• Integrating CSR into innovative offerings for our clients worldwide
CLIMATE ANALYSIS CENTER ETHICS AND COMPLIANCE SOCIAL RESPONSIBILITY RESPONSIBLE AI
• Anticipating a warmer world • AML / KYC • Well being at work Leveraging our Data Science
• Leveraging technologies • Data privacy & algorithm bias • Burn out and Bore out Lab to support social
• Ethics prevention responsibility, ethics &
• Green financing
compliance, and the
• Adapting public policies • Anti-Bribery • Work 4.0
environment
• Biodiversity • Online fraud / trafficking • Work transformation and
social negotiation
• Agriculture
• Diversity & Inclusion
• Circular Economy
confidential 32Our people work in an integrated way across the Sia Village
SIA VILLAGE OUR VALUES
This concept describes our commitment to
fostering a sense of community within and among
our offices and is an expression of our values.
We believe that knowledge sharing is the key,
not only to innovation, but to the growth and EXCELLENCE Our global internal network promoting
development of our people. Working together Diversity, Equity, Inclusion & Belonging
allows us to challenge one another and, as a
ENTREPRENEURSHIP
result, raise the bar in our commitment to
excellence, both individually and collectively.
INNOVATION
The conception of our offices is, therefore, a focal
Our internal training institute
point of the Sia Village. Sia Partners office spaces
TEAMWORK
worldwide follow a cohesive design scheme,
intended to facilitate teamwork and encourage
community and wellbeing. CARE & SUPPORT
To cultivate a sense of togetherness between
WORK-LIFE BALANCE
offices, our employees have access to a host of
collaborative tools and internal networks, like Our Smart Knowledge
DEIB (Diversity, Equity, Inclusion & Belonging) Management platform
@Sia Partners and BU or sector-related clubs.
confidential 33Abu Dhabi
Amsterdam
Baltimore
Brussels
Casablanca
Charlotte
Chicago
Denver
Doha
Dubai
Sia Partners is a next generation consulting firm focused on delivering
Dublin
superior value and tangible results to its clients as they navigate the
Edinburgh
digital revolution. Our global footprint and our expertise in more than Frankfurt
30 sectors and services allow us to enhance our clients' businesses Greater Bay Area
worldwide. We guide their projects and initiatives in strategy, business Hamburg
transformation, IT & digital strategy, and Data Science. As the pioneer Hong Kong
of Consulting 4.0, we develop consulting bots and integrate AI in our Houston
solutions. London
Luxembourg
Lyon
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Follow us on LinkedIn and Twitter @SiaPartners Panama City*
For more information, visit: Paris
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