L2’s Enterprise Index calculates and compares the average Digital IQ of brands in an enterprise. This interactive graph from L2’s 2016 Digital IQ Index: Home Care shows the variation in Home Care enterprises’ digital competence from 2014 to 2016. It also finds that Kimberly-Clark leapt past P&G to become the leading enterprise of the Home Care study, with an average Digital IQ of 116.
Another trend in the past two years is the tightening up of digital properties and moving to common enterprise site templates, which has narrowed the gap between the highest and lowest performing brands in an enterprise. Gain led this charge, and halved the Digital IQ disparity of its enterprise from 96 points in 2013 to just 52 in 2016.