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 Modelo, ranked No. 32 and Challenged in the Digital IQ Index: Beer, relative to the average of 67 Beer brands in the study. Modelo’s site is a confusing template that resembles a Tumblr, with modular videos and text. However, the brand overperforms on e-commerce as it is available on all major couriers. On Google, Modelo is next to invisible when searching for brand or category terms while holding a 4% share of display advertising impressions among Mexican imports.


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