L2 Spider Charts provide a framework for benchmarking brands relative to the Index average of an industry vertical. The chart is divided into four dimensions of the Digital IQ: Site & E-Commerce, Digital Marketing, Social Media, and Mobile, with the Index average represented by a dotted line. This video shows the digital score of Miller Lite, ranked No. 12 and Gifted in the 2015 Digital IQ Index: Beer, relative to the average of 67 Beer brands in the study. Site is the dimension in which Miller Lite was the weakest, exhibiting dated and redundant navigational queues. Miller Lite was strong in digital marketing, optimizing for organic search visibility unlike many premium brands. On social media, Miller Lite is in the middle of the pack. It has amassed one of the largest Beer communities on Facebook, which it fails to leverage.
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