Centric Digital

Digital Classification

WE CREATED A CLASSIFICATION SYSTEM FOR UNDERSTANDING & MEASURING DIGITAL CAPABILITIES

To assess digital proficiency, we have deconstructed digital into six core layers. These layers are the building blocks of the classification system we use to measure and compare brands, companies and industries.

DIMENSIONS chart with scores

EXPERIENCE

FROM INTERACTION DESIGN TO LOYALTY PROGRAMS

Categories include website usability, content, branding, site organization, navigation design, user interface design, visual design, responsiveness, personalization...

CHANNELS

FROM SEARCH TO SOCIAL

Categories include organic search, social media, email, paid media, customer service...

PRODUCT

FROM MOBILE APPS TO WEB SECURITY

Categories include web features, industry-specific features (banking, healthcare, etc.) Android, iOS...

PLATFORM

FROM CRM TO ANALYTICS

Categories include CMS, CRM, e-commerce platform, social management, marketing automation, API development, IoT...

PROCESS

FROM CHANGE MANAGEMENT TO DIGITAL LEARNING

Categories include strategy, channel management, communication, digital culture (agile, data-driven), program management, product development...

PEOPLE

FROM DIGITAL SKILLS TO ORGANIZATIONAL STRUCTURE

Categories include: skills, digital charters, culture, team structure, learning, leadership, resourcing...

BEST PRACTICE SOURCES

BEST PRACTICES ARE COMPILED FROM DIGITAL THOUGHT LEADERS

Our framework provides a hierarchical categorization of 3000+ digital best practices compiled from expert sources, industry thought leaders, and our front-lines experience with digital transformation.

DIMENSIONS chart showing best practices

SCORING

DIGITAL PROFICIENCY IS SCORED THROUGH OUR PROPRIETARY ALGORITHM

Company performance is measured against best practices, and the results are validated and weighted through our proprietary algorithm to produce scores for every level of digital strategy and experience.

DIMENSIONS chart detailed zoom.

COMPANY RANKING

DIMENSIONS PROVIDES A CONSISTENT MEASUREMENT OF DIGITAL PROFICIENCY

DIMENSIONS provides a consistent relative score of digital capabilities that can be refreshed on a continuous basis, measuring the evolution of a brand or industry’s strengths and weaknesses.

EXCELLENCE SCORE

TRANSFORMATIVE

Blurs the line between physical and digital, human experience and technology.

DIMENSIONS Excellence Score Chart
1000 900
DIMENSIONS Leading Score Chart

LEADING SCORE

IMMERSIVE

Beginning to integrate digital and physical experiences.

800 700

PARITY SCORE

PROGRESSIVE

Have adopted effective digital solutions to supplement traditional alternatives.

DIMENSIONS Parity Score Chart
600 500
DIMENSIONS Lagging Score Chart

LAGGING SCORE

REACTIVE

Meeting minimum consumer expectations for digital capabilities.

400 300

DEFICIENT SCORE

PRIMITIVE

Lacking foundational digital capabilities.

DIMENSIONS Deficient Score Chart
200 100 0