web maturity models
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Web Maturity ModelsTRANSCRIPT
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Web Maturity Models
IA SUMMIT 2008
Vera Rhoads
April 13, 2008
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One cannot value what one cannot measure
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What gets measured
gets done
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Maturity Model Frameworks are used to understand, control and improve a product or a process
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Outline The Research Problem The Goal Attributes of Maturity Frameworks Other Existing Models – CMMI, IPMM,
People CMM, eBusiness Maturity Factors for Consideration Web Maturity Model Presented Research and Industry Benefits Application Roadmap
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The problem
Lack of consistency in assessments of web excellence.
Lack of one consistent and agreed and upon classification.
Classifications evolve with technology and user disruptions.
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The goal
The overarching objective is to enhance the understanding of the interrelations and specific dependencies between multitude of factors (socio-economic, technical, etc.) that contribute to the success of a web property.
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The goal
develop and present a hierarchical, evolutionary model with distinctly defined stages of existence and a methodology for applying the model.
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The goal
Develop a toolkit with applicable action, budget and policies and standards template with extended application within the web properties field.
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Maturity Frameworks Explained
Three Key attributes: Knowledge Element Assessment Element – methods, processes and
procedure that can be used to self-assess Improvement Element
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Innovation Theory Dissemination
Innovation Defined as “an idea, practice, or object that is perceived as new by an individual or other unit of adoption”
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Innovation: five perceived attributes
Relative Advantage Compatibility Complexity Trialability Observability
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Innovation Lifecycles
Stage One: Entry Stage Two: Adoption Stage Three: Adaptation Stage Four: Appropriation Stage Five: Invention
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Maturity Frameworks Explained
Standard Capability Maturity Methodology: Five Levels Traditionally identified:
Initial – Ad hoc, no control
Repeatable – Stable process
Defined – Consistent implementation, improved understanding of the process
Managed
Optimizing – a foundation is established for the continued improvement and optimization of process
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Traditional Frameworks
The KPAs – key process areas These identify the changes the organizations
need to make in order to advance to a higher level
Web Accelerants – attributes you need to possess to move from one level to the next
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CMM Model Level 1. Initial – Ad hoc: the organization has no control at all. Level 2. Repeatable – The organization has achieved a stable
process with a Repeatable level of statistical control by initiating rigorous project management of commitments, cost, schedule, and change
Level 3. Defined – The organization has defined the process to ensure consistent implementation and to provide a basis for improved understanding of the process
Level 4. Managed – The organization has initiated comprehensive process measurements beyond those of cost and schedule performance
Level 5. Optimizing – The organization now has a foundation for continued improvement and optimization of the process
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Why bother?
The Web Maturity Model helps assess where organizations are
What is the recommended level What key web accelerants they need to take
to get there
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The Planning Process
Black Box View
INPUTS MODEL OUTPUTS
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Expected Applicability
Business• ROI – Return on Investment • Comparative Analysis• Unified, objective method of measuring
Research• Repeatable framework• Ability to instruct into what is considered best practices
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Benefits
• Provide an assessment methodology• Develop an extensive benchmarking tool, • Proactively assist in planning, budgeting
and forecasting• Provide a Road Map for success tailored
within the appropriate category• Provide tools for enhanced strategic
planning
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Model Creation and Its Components
• Company Categorization Taxonomy• Inputs• Model Engine• Outputs• The Toolkit
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Company Categorization
Size – In terms of sized companies are viewed as small, medium and large – based on factors such as number of employees, revenue and number of geographical locations.
Business Model – Profit, Non-Profit, Government Web Property Existence – is there a web site or not Precedence – did the company precede the web property creation
or did the web property precede or came in existence simultaneously with the company
Strategic Prioritization – is the web property viewed as a strategic priority.
Availability of Sufficient Funding – this category is self-explanatory.
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Web Properties Categorization
Existing Categorizations:• By content orientation – information• By transactional complexity• By size• By channel orientation• By target audience
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Web Properties Categorization
•Size •Business Model•Web Property Existence•Precedence •Strategic Prioritization •Availability and Allocation of Sufficient Funding
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The Study Itself
Stages within the study
Survey Instrument Creation
Delphi Study – Survey Instrument Verification
Survey Distribution Survey Processing Results Analysis
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Expected Further Work
Scope extensions:• Run a six month validity check• Extend the study to a broader audience• Extend the study to an international
audience
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Anatomy of the Study
• Profile of Recipients Selection Methodology Professional Affiliations and Job Titles
• Profile of Companies Selection Methodology and Rationale
• Profile of responses received Types of Companies
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Challenges of the Study-Lessons Learned
Area• Distribution• Participant Solicitation• Participant Responses• Survey Validity
Valuable Lesson• Attachments can be problematic• Language needs to be as non-technical as possible• Persistence, Persistence, Persistence
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Findings of the Study
Distribution of Companies
11
23
14
3
Government
Industry (Profit)
Non-Profit
Educational
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Findings of the Study
Historical Perspective – Year of Emergence
10%
54%2%8%
0%0%
14%
2% 10%
Prior to 1995
1995-1996
1997
1998
1999
2000
2001
2002
In planning
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Findings of the Study
• Rankings of the Companies by the Researcher
• Rankings of the Companies Themselves – TBD
• Rankings of the Companies by the Model• Comparative Analysis
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Preliminary Rankings
0
10
20
30
40
Level 1 Level 2 Level 3 Level 4 Level 5
S1
Overall Distribution by Model Level
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The WPQE Model
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Inputs and Outputs
INPUTS
1.Budget and Financial Factors
2. Social and Political Factors
3. Technology Acceptance
4. Innovation Levels
5. Usability
6. Priority Allocation
7. Industry Positioning
OUTPUTS
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Outputs
• Level 1 - Presence and Established Information Delivery – At this stage the company has made its foray into the Internet, put a stake in the ground. From a historical perspective this is the earliest
• Level 2 - Information Processing• Level 3 - Knowledge Creation• Level 4 - Business Value clearly identified and
derived• Level 5 - True Excellence through an Integrated,
Personalized and Collaborative environment
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Evolutionary Stages
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Measurement Tools
One cannot value what one cannot measure
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Inside the Model Engine
Size
Factors 1, 2, 6
Environment
Financial Factors
Corporate Vision factors
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Ultimate Evolutionary PathsLarge for Profit
0
5
10
15
20
25
30
35
40
Level 1 Level 2 Level 3 Level 4 Level 5
Year pre- 1995 1997 2000-02 2005 2007
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Ultimate Evolutionary Paths Medium Non for Profit and Government
0
5
10
15
20
25
30
35
40
Level 1 Level 2 Level 3 Level 4 Level 5
Year 1995 1999 2004 2006 2008
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Ultimate Evolutionary Paths Small for Profit
0
5
10
15
20
25
30
35
40
Level 1 Level 2 Level 3 Level 4 Level 5
Year 1995 1999 2001 2003-2007 2009-11
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The Toolkit
•Standard Templates•All inclusive, detailed•Frequently updated•Continuous Feedback Loop
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Conclusions
• Evolutionary Steps are concrete and measurable
• A system can be devised to represent these• There is applicability to the model• There is more consistency related to size and
leadership than to any other category
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Web Maturity Model
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Governance Models
Centralized Decentralized Federated Hybrid
Highly Decentralized
Enterprise
Highly Centralized Enterprise
Source: GartnerGroup
Sample Governance Models: http://www.usa.gov/webcontent/governance/models.shtml
Garth A. Buchholz has a great PDF in Google Base www.google.com/base/a/1572395/D1118754386065475693
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Implications for Future Research
• Conduct a broader study• Internationalize the sample• Generate universal validity of the model
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Questions?