Every business begun before the Internet now faces the same challenge: How to transform to compete in a digital economy? In his new book, globally-recognized digital expert David Rogers argues that digital transformation is not about technology—it’s about upgrading your strategic thinking. Drawing on case studies from GE to Caesar’s Casino, and JC Penney to The New York Times, Rogers shows how traditional businesses need to rethink their approach to strategy in five domains—customers, competition, data, innovation, and value. In The Digital Transformation Playbook, he provides a practical framework to help you rethink your own business—to unlock growth in the digital age.
In a world of social networks, mobile computing, and billions of smart sensors, we are now awash in data. New tools to harness data are powering self-driving cars, lifecasting athletes, and real-time flu-tracking. For businesses, big data poses new challenges, and demands new kinds of leadership. But for those who can master it, data will offer incredible sources of innovation and customer insight, and provide the answers to some of marketing’s most vexing questions.
Amidst a slew of data from new digital tools, even successful marketers find it hard to know “which half of my marketing is working?” – or to explain to the CFO where they should next invest in digital and why. Instead of searching for a universal ROI solution, marketers need to think strategically about their own customers’ path to purchase. By linking audience, engagement, and financial impact to their key business objectives, they can build a model that ensures marketing will matter for their business in the digital age.
David Rogers will provide a strategic guide that any business or non-profit can use to succeed in the digital age. David will examine how digital technologies, from smart phones to social networks, connect us in ways that transform our relationships to businesses and one another. To thrive today, organizations need new strategies – strategies designed for customer networks. He will offer five strategies for businesses to create new value:
• ACCESS: Be faster, be easier, be everywhere, be always on.
• ENGAGE: Become a source of valuable content.
• CUSTOMIZE: Make your offering adaptable to your customers’ needs.
• CONNECT: Become a part of your customers’ conversations.
• COLLABORATE: Involve your customers at every stage of your enterprise.
David Rogers, a professor at Columbia Business School, is a globally-recognized leader on digital business strategy, known for his pioneering work on customer networks and digital transformation. He is author of four books, including The Network Is Your Customer, and his bestselling book, The Digital Transformation Playbook: Rethink Your Business for the Digital Age, published in 6 languages.
Rogers delivers keynotes at conferences worldwide on digital transformation, digital leadership, and the impact of emerging technologies on business. Rogers has consulted and developed custom executive programs for global companies such as Google, Unilever, GE, Toyota, HSBC, Visa, Acuity Insurance, Pizza Hut, Hard Rock Café, Cartier, Pernod Ricard, SAP, Cisco, Telstra, Merck, Lilly, China Eastern Airlines, Kohler, Saint‐Gobain, MacMillan, Hearst, and many others. He has delivered strategic workshops for executives in hundreds of companies from 66 countries.
He has appeared on CNN, ABC News, CNBC, Marketplace, Channel News Asia, and in The New York Times, The Wall Street Journal, The Financial Times, Forbes, and The Economist. He received the 2009 Award for Brand Leadership at the World Brand Congress, was a board member of The Marketing Hall of Fame™, and is Past President of the American Marketing Association New York.
At Columbia Business School, David teaches global executives as faculty director of Executive Education programs on Digital Business Strategy, Digital Business Leadership (with modules in New York, online, and Silicon Valley) and the Google-Columbia CMO Academy. David’s recent research has focused on digital transformation, big data, the Internet of Things, in‐store mobile shoppers, and customer data sharing. David is the founder of Columbia’s acclaimed BRITE conference (now in its 11th year), where global CEOs and CMOs come together with leading technology firms, media companies, and entrepreneurs, to address the challenges of building strong brands in the digital age.