Achieving digital inclusion is subjective, making it hard (if not impossible) to measure. Digital marketers must examine various areas to ensure that they are genuinely inclusive – including HTML (is markup for screen readers available?).
But digital marketers need data. How is that possible with something so subjective?
VP of Marketing at Children’s Health, Court Wakefield, has developed a Digital Inclusion Maturity Model which breaks down digital inclusion into measurable steps.
The key objective of the model is to assess the depth of inclusion vs the breadth of inclusion, with the ultimate goal of being in the top-right matrix known as Leading Inclusion.
How To Use The Digital Inclusion Maturity Model
So, how does it work? You will be evaluating your website’s inclusion by looking at these 7 categories and selecting a score of 1 – 4 based on the following criteria:
Let’s look at Court’s example. She has rated the categories with the scores you see marked on the table and has summarized her results at the bottom. (This summary is what will be used to plot her results on the matrix in the next step). There were 7 categories scored, 3 of which received a score of 3 or 4, and the total average score was 2.4.
The 7, 3, and 2.4 from the previous step are then plotted on the matrix as follows: 3 on the “Breadth of Inclusion” axis and 2.4 on the “Depth of Inclusion” axis. As you can see, the final score is in the “exclusion” quadrant.
In this case, she was able to see that even though there were dimensions with a 3 or a 4, the website as a whole is acting more in the exclusion category and should take steps to improve.
Check out Court’s full session to find out more about her matrix and what to do with your results.