With the release of our fifth-annual Digital IQ Index: Beauty report yesterday, we also introduced something new that we plan to make a regular report feature. The interactive spider chart shown below (and found on the report’s research page) allows users to better understand how the rankings were determined, and how each brand performed in greater detail. Our Digital IQ Index methodology takes into account nearly 800 data points across four main dimensions (Site, Digital Marketing, Social Media, Mobile); these new charts are designed to show the three most heavily weighted metrics within each dimension for a total of 12 key digital areas.
On a scale of 0-5, with zero being the least digitally-adept and 5 being the most, each brand’s performance is translated, visually, around the circle’s 12 metrics, resulting in their distinct spiderweb. For each report, the 12 metrics are subject to change, as not every sector relies on and values the same areas of digital. For Beauty, which is one of the most video-driven industries we track, it’s no surprise that YouTube is weighted more heavily than it might be for say, Home Care or Spirits. Another useful way to use the spider chart, which always includes the Index average in black, is to select multiple brands for a performance comparison. In the above chart, we’ve selected 46th-ranked Michael Kors Beauty and 34th-ranked YSL Beauty, and can see that despite its lower overall ranking, Kors actually outperforms YSL in several areas, including commerce, customer service and the entirety of social media.
Enjoy using this new interactive feature, and be sure to look for the next version, for our fourth-annual Digital IQ Index: Fashion report, due out shortly after Thanksgiving.
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