Web analytics provider Web Trends is promoting a model for standards in digital media measurement.

The Digital Marketing Maturity model (DM3) is aimed at providing a framework and objective criteria for assessing the strategies, skills, tools and best practices that support the successful measurement of all digital marketing activities. A white paper (PDF) is available to learn more about the model, along with a self-assessment survey.

"For online marketing to continue to grow and mature, there needs to be standardized, structured approaches for organizations to ensure they are getting the most bang for their digital marketing buck," said Jascha Kaykas-Wolff, Webtrends vice president of marketing. "We hope this model leads to consensus about how to build and maintain mature measurement programs across all types of digital marketing investments."

The model helps organizations:

• Measure the maturity of digital marketing programs in six core areas (measurement strategy, analytics resources and domain expertise, data integration and visualization, data analysis and insight, adoption and governance, on-going optimization).
• Assess measurement programs across all digital channels, including websites, search engine marketing, online advertising, social media and other digital marketing channels.
• Pinpoint the skills, staffing and other investments needed to advance within the model's four levels of maturity.