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The anatomy of successful digital transformation: The role of analytics

Author

Listed:
  • Bughin, Jacques
  • O’Beirne, Barbara
  • Deakin, Jonathan

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.

Suggested Citation

  • Bughin, Jacques & O’Beirne, Barbara & Deakin, Jonathan, 2019. "The anatomy of successful digital transformation: The role of analytics," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 5(2), pages 121-128, July.
    • Handle: RePEc:aza:ama000:y:2019:v:5:i:2:p:121-128
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    Citations

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    Cited by:

    1. Marco Cioppi & Ilaria Curina & Barbara Francioni & Elisabetta Savelli, 2023. "Digital transformation and marketing: a systematic and thematic literature review," Italian Journal of Marketing, Springer, vol. 2023(2), pages 207-288, June.

    More about this item

    Keywords

    digital transformation; analytics; marketing; chief analytics officer; chief digital officer;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

    Access and download statistics

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