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 model of customer networks and his work on digital transformation. He is author of four books, including The Network Is Your Customer, and his new book, The Digital Transformation Playbook: Rethink Your Business for the Digital Age.
Rogers delivers keynotes at conferences worldwide on digital transformation, digital marketing, big data, and the impact of emerging technologies on business. He has appeared on CNN, ABC News, CNBC, Marketplace, Channel News Asia, and in The Financial Times, The Wall Street Journal, Forbes, and The Economist. Rogers has consulted and developed custom programs for Google, GE, Unilever, Toyota, Movado, Pernod Ricard, Visa, SAP, Lilly, IBM, Saint-Gobain, and MacMillan, among many others. He has delivered strategic workshops for executives in hundreds of companies from 66 countries.
At Columbia Business School, David teaches global executives as the faculty director of programs on Digital Marketing and Digital Business Strategy. He is founder and co-host of Columbia’s acclaimed BRITE conference, where leaders from business and media discuss how innovation and technology are transforming the ways we build great brands.