Scoring framework
Defined the maturity model — the dimensions, criteria and weighting that let UX, analytics, SEO and accessibility share one comparable scale.
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Case study · Digital Intelligence Director
A digital maturity assessment framework that turns UX, analytics, SEO and accessibility audits into a single, comparable score — and a clear roadmap for where to invest next.
Overview
Bayer runs a vast portfolio of brands, markets and properties. Each was being measured differently — if at all — so it was impossible to say which experiences were actually mature and which were quietly underperforming. The Precision Marketing Index gives every property a comparable maturity score across UX, analytics, SEO and accessibility.
My job was to design the framework that makes those very different disciplines measurable on the same scale — and to turn the findings into priorities the business could act on.
The challenge
UX, analytics, SEO and accessibility are usually audited in isolation, by different people, with different definitions of "good". That makes the results hard to compare and easy to argue with — and leaves leadership without a clear way to prioritise investment.
The framework had to be rigorous enough to defend, consistent enough to compare across markets, and simple enough that a non-specialist stakeholder could read a score and know what to do next.
What I owned
Defined the maturity model — the dimensions, criteria and weighting that let UX, analytics, SEO and accessibility share one comparable scale.
Ran structured audits across each discipline so every property was assessed against the same evidence-based checklist.
Translated scores into prioritised, business-ready recommendations — what to fix first, and what it would move.
Approach
Built the maturity model: clear criteria and weighting per discipline, so every audit measured the same things the same way.
Assessed properties across UX, analytics, SEO and accessibility — consistent, documented and repeatable across markets.
Rolled findings into a single index and turned the gaps into a ranked roadmap leadership could fund with confidence.
Outcome