QI Digital Hotels 2013

October 1, 2013

SCOTT GALLOWAYNYU Stern

© L2 2013 L2ThinkTank.com

Economy, Midscale, Upper Midscale, Upscale

Hotels

EXCERPT from the Digital IQ Index®: Hotels To access the full report, contact [email protected]

http://l2thinktank.com/research/hotels-2013-2

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October 1, 2013Digital IQ Index®: Hotels


Fueled by steady increases in average daily room rates (ADR), the second quarter of 2013 marked the 13th consecutive quarter of growth in revenue per available room (RevPAR).1 The industry also tallied its highest second-quarter occupancy rate (65.9 percent) since 2007.2 Facing less pressure to sell rooms to Online Travel Agencies (OTAs), brands are reasserting control over inventory and pricing.3 Brand sites are the most popular online channel for bookings, and gaining share. By 2014 direct bookings via brand sites will account for 59 percent of online bookings, up from 55 percent in 2010.4

The New NormalThree-fifths of the brands in the Index earned a “Gifted” ranking, establishing a new

normal where enterprise site, mobile platforms, and digital marketing strategies

shared between sister brands provide operational efficiency and consistent, if not

differentiated, experiences. Despite strong macro indicators across the industry, hotel

brands risk ceding market share to OTAs and other emerging distribution channels.

Mobile: Mobile share of digital travel bookings is expected to triple by 2017 to 30 percent.5

Hotel brands are playing catch up. In 2012, OTAs captured 64 percent of mobile hotel

bookings (versus ~45 percent of overall online bookings).6 Furthermore, mobile ad spending

in travel is up six-fold year-over-year, led by OTAs.7 New applications for last-minute bookings,

for example Hotel Tonight, are besting brands when it comes to direct mobile bookings.

Only one in five brands in the Index (the La Quinta Inns & Suites and Wyndham Hotel Group

portfolios) have optimized their mobile experience for same-day booking.

1. “STR reports Q2 2013 results,” Hotel News Now, July 24, 2013.2. Ibid.3. “U.S. Hotels,” Mintel Reports, November 2012.4. “US Online Travel Overview Twelfth Edition,” PhoCusWright as cited by Travel Weekly, November 19, 2012.5. “U.S. Digital Travel Sales: Mobile Drives Changes in a Mature Marketplace,” eMarketer, May 22, 2013.6. Ibid.7. “S.M.A.R.T Report: 2012 Year In Review,” Millennial Media, March 2013.

Influence of Travel Review Sites on U.S. Leisure Travel Purchases

U.S. Online Travel Booking Revenues for Hotel Brands

Note: Leisure and unmanaged business travel bookingsSource: PhoCusWright, “US Online Travel Overview Twelfth Edition” as cited by Travel Weekly, Nov 19, 2012

Have Much Influence Have Some Influence Have Little or No Influence

Supplier Websites Online Travel AgenciesRebound2010 2014

45% 55% 41% 59%

31%

18% 18%

2% 4%

67%

78% 82%

AGE

55+AGE

21–34AGE

35–54

Tablet: In the past 16 months, bookings from tablet devices have increased 70 percent.8

In 2013, 46 million U.S. Internet users will book travel on a tablet, seven percent more

than on smartphones.9 However, no brand in the Index hosts a fully optimized touch

commerce experience. DoubleTree by Hilton is the only Index brand with an application

built specifically for the iPad.10

8. “Tablet-Based Bookings on the Rise. What Does this Mean for your Hotel?,” Tambourine Digital Travel Marketing Blog, June 24, 2013.9. “U.S. Digital Travel Sales: Mobile Drives Changes in a Mature Marketplace,” eMarketer, May 22, 2013.10. Starwood Hotels & Resorts Worldwide released an app for iPad optimized for iOS 7 September 2013, outside the scope of data collection for this study.



http://www.hotelnewsnow.com/article/index/10916

http://store.mintel.com/hotels-us-november-2012

http://www.phocuswright.com/products/4075

http://www.emarketer.com/Article/Slow-Steady-Continued-Gains-US-Digital-Travel-Sales/1009909

http://www.slideshare.net/content-review/mobile-ads-trends-in-20122013

http://www.tambourine.com/blog/increase-in-hotel-revenues-from-tablet-based-bookings/

http://www.emarketer.com/Article/Slow-Steady-Continued-Gains-US-Digital-Travel-Sales/1009909

http://www.mediapost.com/publications/article/209427/starwood-puts-loyalty-on-ipad.html%3Fedition%3D64803%23axzz2fMZO61V5





User Reviews: Review sites influence bookings for three-quarters of

travelers.11 Use of reviews over-indexes among younger consumers, and

31 percent of travelers ages 21 to 34 state that reviews have “very much

influence” on their travel decisions.12 However, just 38 percent of hotel brands

feature user reviews or ratings on their sites, sending consumers to OTAs and

incumbent review sites such as TripAdvisor. Fourty-four percent of travelers

consume reviews on OTAs, versus just 32 percent who engage with reviews

on brand sites.13

Data + Brand + Content: Hotels spend three-quarters of their digital

dollars on direct response marketing (search, retargeting, email), a game

of diminishing returns for most hotel brands who are competing with OTAs’

much deeper pockets and expertise.14 Priceline.com spent $1.27 billion

on Internet advertising in 2012, tripling spend over the past three years.15

To compete, brands must combine proprietary customer data with brand

advertising, site content investments, and loyalty initiatives to increase

yield on direct marketing and differentiate the direct booking experience.

Digital IQ = Shareholder ValueOur thesis is that the success of hotel brands is inextricably linked

to digital competence. This study attempts to quantify the digital

performance of 48 U.S. hotel brands in the Economy, Midscale, Upper

Midscale, and Upscale classes. Our aim is to provide a robust tool to

diagnose digital strengths and weaknesses, and help managers achieve

greater return on incremental investment. Similar to the medium we are

assessing, our methodology is dynamic and we hope you reach out with

comments that improve our approach and findings. You can reach me at

[email protected].

11. “2012 Consumer Trends,” Travel Weekly, July 30, 2012.12. Ibid.13. “Consumer Travel Report Fifth Edition,” PhoCusWright, April 30, 2013.14. “The US Travel Industry 2013: Digital Ad Spending Forecast and Key Trends,” eMarketer, August 2013.15. Ibid.

SCOTT GALLOWAYProfessor of Marketing, NYU Stern Founder, L2

U.S. Digital Travel Sales $ Billions (USD)

Reasons U.S. Travelers Do Not Book Through Their Mobile Devices

May 2012, Percent of Respondents

Source: eMarketer, May 2013 and RBC Capital Markets, April 2013.

Note: n=502, mobile users who accessed the internet on their mobile devicewhile planning travel, but didn’t book anything via mobile in the past year.Source: “The 2012 Traveler,” Google and Ipsos MediaCT, Aug 10, 2012.

$113.90 $126.30 $136.40

$13.60

$145.20 $153.20

$32.20

$160.90

$40.20

$168.10

$48.80$23.20$113.90$3.40

2011 2012 2013 2014 2015 2016 2017

Online as Percent ofTotal Leisure Travel Sales

Digital Travel Sales(2013–2017 CAGR: 23%)

Mobile Travel Sales(2013–2017 CAGR: 259%)

59% 61% 63% 64% N/A N/A N/A

The websites are hard to see/read/navigate on a movile device36%

It takes too long to book on a movile device/the pages load too slowly28%

Too cumbersome25%

Don’t trust the security on mobile devices22%

Needed to confirm with someone else before booking19%

The mobile version of the site did not allow me to book15%

Didn’t have credit card accessible7%

Other4%



mailto:scott%40stern.nyu.edu?subject=Hello


http://www.phocuswright.com/products/4251

http://www.emarketer.com/Article/Travel-Sector-Ups-Digital-Ad-Investment-Steady-Clip/1010113




About the Ranking

15% Social Media

Brand Presence, Community Size, Content, and Engagement Facebook: Likes, Growth, Tabs & Applications, Responsiveness, Engagement

Twitter: Followers, Growth, Frequency

YouTube: Views, Number of Uploads, Subscriber Growth, Viral Videos, Search Visibility

Emerging Social Media: Google+, Instagram, Pinterest

TripAdvisor: Number of Reviews/Ratings, UGC Photos, Regional Rank, Optimization of Business Pro!le, Promotion of Offers and Bookings, Brand Responsiveness to Negative Reviews

The Methodology

30% Digital Marketing

Search, Display, and Email Marketing Efforts Search (Google and Bing): Traf!c, SEM, SEO, Web Authority

Advertising and Innovation: Display, Retargeting, Geolocal, Cross-Platform Initiatives

Blog & Other User-Generated Content: Mentions, Sentiment

Email: Frequency, Content, Innovation, Segmentation and Trigger Emails

30% Site

25% Mobile

Effectiveness of Brand Site 87.59% Site Technology Site Search and NavigationReservationsProperty Pages and Destination GuidesCustomer ServiceAccount Functionality and Loyalty ProgramsEase of Booking and CancellationBooking and Cancellation Con!rmation Emails

Brand Translation 12.5% Aesthetics Messaging and Visuals (Provided by Vertic)

Compatibility, Optimization, and Marketing on Smartphones, and Tablets Mobile Site: Compatibility, Functionality, Transaction Capability, Tablet Experience

Mobile Applications (both iPhone & iPad): Availability, Popularity, Functionality

Digital IQ Classes

Genius 140+Digital competence is a point of competitive differentiation. Creatively engineered messaging reaches travelers on a variety of devices and online environments.

Gifted 110–139Brands are experimenting and innovating across site, mobile, and social platforms. Digital presence is consistent with brand image and larger marketing efforts.

Average 90–109Digital presence is functional yet predictable. Efforts are often siloed across platforms.

Challenged 70–89Limited or inconsistent adoption of mobile and social media platforms. Sites lack inspiration and utility.

Feeble <70Investment does not match opportunity.






Digital IQ Ranking

RANK BRAND DIGITAL IQ

3 134

4 133

4 133

6 132

7 129

7 129

9 127

InterContinental Hotels Group

Hilton Worldwide

Hilton Worldwide


Hilton Worldwide

Marriott International


Gifted


10 126

11 124

11 124

11 124

14 121

15 119

15 119


Starwood Hotels & Resorts Worldwide

Choice Hotels International



La Quinta Worldwide

Wyndham Hotel Group


1 142

2 141


Best Western International

GeniusGENIUS

Best WesternHoliday Inn

GIFTEDCrowne Plaza Hotels & Resorts

DoubleTree by HiltonHoliday Inn Express

Courtyard by MarriottHampton Inn

Hilton Garden InnFairfield Inn & Suites by Marriott

Hotel IndigoComfort Inn

aloftDays Inn

La Quinta Inn & SuitesQuality

SpringHill Suites by MarriottFour Points by Sheraton

Howard JohnsonRamada Worldwide

ClarionTravelodge

Comfort SuitesSleep Inn

Wingate by WyndhamSuper 8

Baymont Inn & SuitesRodeway Inn

Knights InnMicrotel Inn & Suites

by Wyndham

AVERAGEEcono Lodge

RadissonHyatt Place

Cambria SuitesRed Roof Inn

Country Inns & Suites by CarlsonMotel 6

Ascend Hotel CollectionAmericInn

Park Inn by Radisson

CHALLENGEDRed Lion Hotels

Americas Best Value Inn

FEEBLEJameson Inn

Sonesta CollectionVagabond Inn

America’s Best Inns & SuitesBudget Host

Country Hearth Inns & SuitesBudgetel Inns & Suites

MidscaleUpsacle Upper Midscale EconomyGenius, Gifted






Digital IQ Ranking


22 115

25 114

26 111

27 110

27 110

27 110

30 108


15 119

18 118

18 118

20 117

20 117

22 115

22 115


Wyndham Hotel Group Wyndham Hotel Group

Choice Hotels International Wyndham Hotel Group


Starwood Hotels & Resorts Worldwide Wyndham Hotel Group


Choice Hotels International Choice Hotels International


Gifted

Average

GENIUSBest Western

Holiday Inn






aloftDays Inn




ClarionTravelodge





by Wyndham

AVERAGEEcono Lodge

RadissonHyatt Place







FEEBLEJameson Inn




Gifted, Average


31 106

32 104

33 102

34 100

35 99

36 97

37 94


G6 Hospitality

Hyatt Hotels Corporation

Carlson Rezidor Hotel Group


Red Roof Inns


MidscaleUpsacle Upper Midscale Economy






Digital IQ Ranking


38 93

39 91

40 85

41 81

42 56

42 56

44 47

Vagabond Inn Corporation / America’s Best Franchising

Red Lion Hotels Corporation

Sonesta International Hotels Corporation


Northcott Hospitality

America’s Best Franchising

Vantage Hospitality Group

Feeble

Challenged

Average, Challenged, Feeble

GENIUSBest Western

Holiday Inn






aloftDays Inn




ClarionTravelodge





by Wyndham

AVERAGEEcono Lodge

RadissonHyatt Place







FEEBLEJameson Inn





45 46

46 44

47 43

48 42


Budget Host



MidscaleUpsacle Upper Midscale Economy






Key Findings2013 U.S. Hotel Digital IQ DistributionPercent of Brands by Digital IQ and STR Class

August 2013, n=48

Economy, n=15 Midscale, n=11 Upper Midscale, n=9 Upscale, n=13

2013 Hotel Digital IQ DistributionAverage Hotel Digital IQ by STR Class

August 2013, n=48

Economyn=15

Midscalen=11

Upper Midscalen=9

Upscalen=13

87

108120

114

$ $$ $$ $ $$ $ $

4%

56%

21%

4%

15%

Genius Gifted Average Challenged Feeble

2013 Luxury Hotels Digital IQ DistributionPercent of Brands by Digital IQ Class

August 2013, n=57

GENIUS>140

GIFTED110–139

AVERAGE90–109

CHALLENGED70–89

FEEBLE<70

2%

37%21%

37%

4%

Digital IQ DistributionStrong digital programming is the cost of entry in the

hotel sector, where 35 percent of bookings are secured

via brand sites.16 As a result, more than half of brands

earn a Genius or Gifted designation. Furthermore, only

19 percent of brands in the Index are characterized as

Challenged or Feeble, versus 41 percent in our January

2013 Digital IQ Index ®: Luxury Hotels report17, where

there is a significantly wider disparity. Upper Midscale and

Upscale hotels register substantially higher average Digital

IQs than their budget-conscious counterparts. Sonesta

Collection is the only Upscale brand to fall in the Feeble

class, primarily made up of Economy hotels.

16. “TripBarometer,” TripAdvisor and StrategyOne, March 2013.17. “Digital IQ Index®: Hotels,” L2 Think Tank, January 2013.



http://tripadvisortripbarometer.com/

http://www.l2thinktank.com/research/hotels-2013




Key Findings Mobile

Tablet OptimizationTablets tally more bookings18, page views per hotel site visit19

and higher conversion rates20 than smartphones. However,

none of the Index brands features a tablet-specific site. Less

than one-quarter employ any tablet-specific functionality, such

as swiping technology for viewing photos, on their sites. Tablet-

specific app development also lags; of brands with iPhone

apps, less than half of these apps are also optimized for iPad.

Additionally, 34 percent of mobile apps developed for Android

smartphones and four percent of apps developed for the

iPhone fail to work on tablet devices.

18. “The Rise of Mobile Adoption, Sentiment & Opportunity,” Expedia Media Solutions and comScore, Nov 14, 2012.19. “Hotel Benchmarking Metrics,” Adobe Systems Inc., January 29, 2013.20. “Tablets Now Account for More Web Traffic than Smartphones: Stats,” Econsultancy, David Moth, March 8, 2013.

U.S. Hotel Mobile App Adoption RatesAugust 2013, n=48

U.S. Hotel Site Tablet FeaturesAugust 2013, n=48

IHG’s brand sites incorporate tablet-specific technology, instructing users to “tap” and “drag” to navigate virtual tours.

25%

15%13%

Dropdown Menu Swipe in PhotoSlideshow

iPad-FriendlyCalendar

27%

73% 73%

21%

15%

23%

Brand Parent Company None

iPhone Android iPhone Android iPhone Android

6%

iPad

27%

iPad

67%

iPad



http://atawayexchange.com/company/expedia-media-solutions

http://www.hsmai.org/knowledge/Presentations.cfm%3FItemNumber%3D7132

http://econsultancy.com/us/blog/62307-tablets-now-account-for-more-web-traffic-than-smartphones-stats




Key Findings Digital Marketing

Mobile: Percentage of First Page U.S. Organic Real EstateBrand Term Searches

August 2013, n=48

Google Bing

Percentage of U.S. Brands Purchasing Brand Term AdsAugust 2013, n=48

Google

65%

Google Mobile

73%

Bing

62%

Index Brand Competitor Brand

56%62%

0%1%

OTA

8%13%

Brand SearchFifty-six percent of travelers enter the purchase funnel

through search engines.21 On average, 31 percent of

upstream traffic to Index brand sites comes from search

(paid and organic), second only to direct traffic. Every brand

claims the top spot in organic results on both Google and

Bing for brand search terms and dominates 56 percent and

62 percent, respectively, of organic first-page real estate.

For the Travel segment, the average cost per click on

Yahoo! Bing is 10 to 24 percent lower than on Google

AdWords.22 However, brands control 82 percent of first-

page paid real estate on Google, versus just 34 percent

on Bing, where brands face fiercer competition from OTAs

and competitors and are less likely to engage in defensive

search strategies. On Bing, OTAs control three times more

paid ad positions than on Google for brand terms. Comfort

Inn was the only brand purchasing competitive ads on

Google (against Budgetel Inns & Suites), while six percent of

brands purchased against at least one competitor on Bing.

U.S. hotel searches are projected to increase 24 percent

overall in 2013, including a 68 percent uptick in searches

from mobile devices.23 Twenty-nine percent of Index brand

term searches are conducted from a mobile or tablet device.

Brands in the Index command roughly 60 percent of the

first five mobile organic results for brand terms. Budgetel

Inns & Suites and Vagabond Inn were the only brands not

to appear first in Google mobile organic search results.

On average, brands controlled just 39 percent of paid real

estate on Google Mobile for brand terms, compared to

45 percent by OTAs. Microtel Inn & Suites by Wyndham,

Knights Inn, Ramada, and Baymont Inn & Suites all

purchase competitive brand terms on mobile.

21. “The Hotel Traveler’s Road to Decision”, Google and Ipsos MediCT, July 2012.22. “Yahoo! Bing PPC Performance Metrics,” AdGooroo, 2012. 23. “Tablets Grab Significant Share of Travel Traffic,” eMarketer, June 17, 2013.



http://www.google.com/think/research-studies/hotel-travelers-road-to-decision-2012.html

http://succeed.adgooroo.com/rs/adgooroo/images/AdGooroo_Yahoo_Bing_PPC_Performance_Metrics.pdf

http://www.emarketer.com/Article/Tablets-Grab-Significant-Share-of-Travel-Traffic/1009973




Key Findings Digital Marketing

Average Emails Per Week Sent by U.S. HotelsAugust 2013, n=46

U.S. Hotel Email Optimization for MobileAugust 2013, n=42

Brands with loyalty programs like Hilton

Worldwide keep in touch with members

via regular status emails.

93%

Links to Hotel Locator

57%

Able to View Email in Browser

Viewableon Mobile

100% 100%

Renders to Mobile Proportion

71%

Links to Mobile Site

Economyn=13

Midscalen=11

Upper Midscalen=9

Upscalen=13

0.781.25 1.28 1.03

Red Roof Inn was the only Index brand to send a “Happy Birthday” email.

EmailEmail accounts for 10 percent of hotel bookings and seven

percent of upstream traffic to brand sites.24 Nearly three-

quarters of Index brands offer a stand-alone email opt-in,

while 91 percent offer email through account sign-up.

Accounts are more popular among hoteliers because of ties

to loyalty programs.

Brands in the Index averaged 1.06 emails per week, five

times higher than the hotels profiled in our January 2013

Digital IQ Index®: Luxury Hotels25 (0.23 emails per week).

Best Western tops brands in email frequency, averaging 2.8

emails per week.

Email is not immune from the growing popularity of

mobile technology. U.S. mobile Internet users spend most

of their web time using email,26 and 68 percent of travel

consumers view email either exclusively on a mobile device

or using mobile and desktop devices interchangeably.27

Fifty-three percent of travel emails are opened on a mobile

device, but the click-to-open rate is only nine percent.28

Observant of these trends, all the Index brands’ emails were

viewable and rendered to proportion on mobile devices.

Used by on-the-go travelers, brands’ emails commonly link

to hotel locators and promote mobile properties.

24. “Online Satisfaction and Experience in the Hospitality Industry,” iPerceptions and Hospitality Sales and Marketing Association International (HSMAI), September 13, 2012.25. “Digital IQ: Hotels,” L2 Think Tank, January 2013.26. “Experian Marketing Services Reveals 27 Percent of Time Spent Online is on Social Networking,” (Press Release), Experian Marketing Services, April 16 2013.27. “Yesmail’s Email Marketing Compass: The Mobile Effect”, Yesmail Interactive, August 201328. Ibid.



http://www.iperceptions.com/en/engage/press-releases/iperceptions-and-hsmai-release-online-satisfaction-and-experience-report-for-q2-2012

http://www.l2thinktank.com/research/hotels-2013

http://press.experian.com/United-States/Press-Release/experian-marketing-services-reveals-27-percent-of-time-spent-online-is-on-social-networking.aspx

http://press.experian.com/United-States/Press-Release/experian-marketing-services-reveals-27-percent-of-time-spent-online-is-on-social-networking.aspx

http://www.yesmail.com/resources/whitepaper/yesmails-email-marketing-compass-mobile-effect




Key Findings Social Media

Social Media Thirty percent of travelers use social networks to seek

out travel-related deals,29 and 76 percent of travelers use

Facebook to conduct research while planning their trips.30

However, social media properties contribute just 0.3 percent

of upstream traffic to hotel brand sites.

Lack of coordinated property efforts across the Upscale,

Upper Midscale, Midscale and Economy sectors reduces

the impact of social media. While every brand in the Index

maintains a presence on Facebook, it is inconsistent at

the property level. Just over half of brands maintain a

centralized and property-specific presence on Twitter,

however the platform registers the slowest growth and

lowest engagement of any platform. While adoption on

Instagram (particularly at the brand level) is limited, the

platform tallies 20x higher engagement than any other social

media destination.

29. “The Future of Social Media for the Travel Industry,” Luc Chomé, TourismLink, April 19, 2013.30. “TripBarometer,” TripAdvisor and StrategyOne, March 2013

* Top Social Media Sites Used to Research and Plan Internet Users’ Last Trip1

U.S. Hotel Brand Social Media AdoptionAugust 2013, n=48

Average Community Size, Weighted Growth and Engagement by Platform Across U.S. Index Hotel Brand Pages

August 2013, n=48

77%

54%

21% 23%15% 13%

69%

4%

15%

44%

40%

2%

63%

15%

67%

13%35%

4%6%23%

76%* 21%* 40%* 6%* 7%*

Brand & Property No PresenceProperty Only Brand Only

0%-0.1%

0.0%

0.1%

0.2%

0.3%

0.4%

1.0%

2.0%

3.0%

2%

22,8764.1%0.013%

208,4888.8%0.121%

88613.1%2.165%

3,83415.3%0.029%

SizeGrowth

Engagement

4% 6% 8% 10% 12% 14% 16% 18%Growth

Eng

agem

ent



http://www.tourismlink.eu/2013/04/the-future-of-social-media-for-the-travel-industry/

http://tripadvisortripbarometer.com/




Table of Contents

Click to jump to:

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Methodology

Digital IQ Rankings6 Genius

7 Gifted

8 Average

9 Challenged

9 Feeble

Key Findings 11 Digital IQ Distribution

12 Enterprise Effect

Site13 Site Functionality

15 Pricing and Promotions

16 Travel Planning Tools

17 Customer Service

18 Booking

Digital Marketing19 STR Top 25 Hotel Market Search

20 Google Carousel

21 Sponsored Search Results

22 Email

23 Brand Search

Mobile24 Mobile Adoption

26 Mobile Booking

27 Tablet Optimization

Social Media28 Social Media

30 Twitter

33 YouTube

34 Property All-Stars

35 TripAdvisor Booking

36 TripAdvisor User-Generated Content

Flash of Genius38 Aloft, Crowne Plaza Hotels & Resorts and

Marriott International: Digitizing Check-In

39 InterContinental Hotel Group, Marriott International, and

Wyndham Worldwide: Translating Reviews into Customer Loyalty

40 DoubleTree by Hilton: DTour

41 Holiday Inn Express: “Stay Smart”

42 La Quinta and Wyndham Worldwide: Mobile Standout

43 Interactive Travel-Planning Tools

44 Loyalty Programs

L2 Team

About L2

11 38

45

46

5

6






About L2 ?

L2 is a think tank for digital innovation.

We are a membership organization that brings together thought leadership from

academia and industry to drive digital marketing innovation.

RESEARCH

Digital IQ Index®: The definitive benchmark for online competence, Digital IQ Index® reports score brands against peers on more than 600 quantitative and qualitative data points, diagnosing their digital strengths and weaknesses.

L2 Collective®: Series of benchmarking reports designed to help member brands better understand resources, human capital, budgets, and priorities supporting digital strategies.

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