Digital Capacity Initial Managed Defined

Core skills Bata centralised hub and

Resourcing and
No specific skills centralised or spoke and it has
structure
agencies dedicated resources

Developing Competent average

Stages Laggard
capability capability
 Quantified Optimized

Decentralisation and Balanced blend of

reskilling marketing skills

Above sector average Market leading

capability capability
Digital Capacity Initial Managed Defined

Bata prioritised its marketing Define vision and

Strategic Approach No strategy
activities strategy

Competent average
Stages Laggard Developing capability
capability
 Quantified Optimized

Business aligned Agile strategic

strategy and roadmap approach

Above sector average Market leading

capability capability
Digital Capacity Initial Managed Defined

Limited/no customer Separate data, tools and Bata has partially

Data and infrastructure
database IT services integrated systems & data

Competent average
Stages Laggard Developing capability
capability
 Quantified Optimized

Integrated CRM systems Flexible approach to

& 360 data sources optimise resources

Above sector average

Market leading capability
capability
Digital
Capacity Initial Managed Defined
Bata centralised hub and
Resourcing Core skills centralised or
No specific skills spoke and it has dedicated
and structure agencies resources

Competent average
Stages Laggard Developing capability
capability
 Quantified Optimized

Decentralisation and Balanced blend of

reskilling marketing skills

Above sector average

Market leading capability
capability
Digital Capacity Initial Managed

Strategic Approach No strategy

activities √
Bata prioritised its marketing

Performance Improvement Volume-based KPI's, No

No KPI's
Process dashboards

verbal support but inadequate

Management Buy-In Limited
resourcing

Core skills centralised or

Resourcing and structure No specific skills
agencies

Limited/no customer Separate data, tools and IT

Data and infrastructure
database services

Integrated customer Core push activities

Not integrated
communication synchronised

Desktop and mobile support,

Integrated customer experience Website not integrated
not personalised

Stages Laggard Developing capability

 Defined

Define vision and strategy

Bata has quality-based KPI's, 'Last click'

attribution, business dashboards √
Bata provides sponsorship and increased
investment √
Bata centralised hub and spoke and it has
dedicated resources √
√
Bata has partially integrated systems and data

Bata has integrated inbound approach √

Bata offers partially personalised desktop and
mobile experience √
Competent average capability