The anatomy of successful digital transformation: The role of analytics

Jacques Bughin, Barbara O’Beirne and Jonathan Deakin

Applied Marketing Analytics: The Peer-Reviewed Journal, 2019, vol. 5, issue 2, 121-128

Abstract: Among incumbent companies, digitisation (ie the process by which companies leverage digital technologies in order to transform their business system), tends to be a rather slow process. This is in no small part due to the complexity of mastering the various elements of successful digital transformation. Based on extensive statistical analysis of the failure and success of almost 1,000 digital transformations by traditional firms worldwide, this paper finds that success is increasingly linked to mastering analytics.

Keywords: digital transformation; analytics; marketing; chief analytics officer; chief digital officer (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2019:v:5:i:2:p:121-128

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