77 Building Blocks of Digital Transformation

Jace An

Description

In 2018, '77 Building Blocks of Digital Transformation: The Digital Capability Model' was published to help 'digital practitioners' working in the digital space. Since then, quite a few readers have suggested writing a book about digital transformation for 'the general public' interested in learning more than basics of digital transformation. That is how the book '77 Building Blocks of Digital Transformation: Simply Explained' has been created.This book is intended to deliver the key messages of 'the 77 Building Blocks' to the general public. It aims to help the general public understand 'actual practices' in the digital space. This is not a theory book that discusses the academical ideas and concepts of digital transformation, but a 'practical' field book that describes the proven digital capabilities as the building blocks of digital transformation. This book does however not fully cover the technical detail of the Maturity Model described in '77 Building Blocks of Digital transformation: The Digital Capability Model' that aims to help digital practitioners with measuring digital maturity. Instead, this book provides examples of higher maturity indicators as an introduction to the Maturity Model. If you are looking for a deep dive into the Maturity Model, refer to '77 Building Blocks of Digital transformation: The Digital Capability Model'.This book covers:1. Digital Customer Experience Management -Digital Customer Journey Management -User Research -Usability Analysis -User Experience Designing -User Experience Testing 2. Social Interaction -Social Listening -Social Media Marketing -Social Media Servicing -Online Community Management -Rating & Review Management -Content Moderation -Social Crisis Management3. Digital Marketing -Digital Brand Marketing -Search Engine Optimization -Paid Search -Content Targeting -Affiliate Marketing -Online Advertising -Digital Campaign Management -Lead Management -Marketing Offer Management -Email Marketing -Mobile Marketing -Marketing Automation -Conversion Rate Optimization4. Digital Commerce -Online Merchandising -Shopping Cart & Checkout -Payments & Reconciliation -Order Management & Fulfillment -Account Management & Self-Service5. Digital Channel Management -Channel Mix & Optimization -Cross-Business Integration -Cross-Channel Integration -Multi-Device Presentation6. Knowledge & Content Management -Knowledge Collaboration -Knowledge Base Management -Content Lifecycle Management -Digital Asset Management -Content Aggregation & Syndication -Web Content Management7. Customization & Personalization -Customer Preference Management -Customer Communication Management -Social Behaviour Management -Interaction Tracking & Management -Customer Loyalty Management -Digital Customer Services8. Digital Intelligence -Product Similarity Analytics -Customer Insights -Customer Segmentation -Conversion Analytics -Digital Marketing Effectiveness -Big Data Analytics -Web Analytics -Reporting & Dashboard9. Digital Data Management -Non-relational Data Management -Distributed Data Store Management -Enterprise Search -Master Data Management -Data Quality Management -Digital Data Policy Management10. Digital Infrastructure Management -On-Demand Provisioning -User Interaction Services -Process Integration Services -Parallel Processing Services -Federated Access Management -Digital Continuity Management11. Digital Alignment -Digital Innovation -Digital Planning -Digital Governance -Cross-Boundary Collaboration -Digital Journey Readiness12. Digital Development & Operations -Digital Program & Project Management -Digital Design Authority -Digital Capability Development -Digital Capability Introduction -Digital Service Operations -Digital Quality Management

Sujets

• Marketing et communication

Informations

• Publié par: Story Tree FDC
• Date de parution: 11 avril 2019
• Nombre de lectures: 0
• EAN13: 9781912924851
• Langue: English
• Poids de l'ouvrage: 4 Mo

Extrait

77 BUILDING BLOCKS OF DIGITAL TRANSFORMATION: Simply Explained

By Jace An
77 BUILDING BLOCKS OF DIGITAL TRANSFORMATION: SIMPLY EXPLAINED
By Jace An

Second Edition

Copyright © 2021 Story Tree FDC
Published in the United States

All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the author, except in the case of brief quotations embodied in critical reviews and certain other noncommercial uses permitted by copyright law.
All product and company names, logos, and brands mentioned in this book are property of their respective owners. The author and the publisher assume no responsibility for errors or omission that may appear in this book, nor do they assume liability for damages resulting from the use of the information contained in this book. Any recommendations in this book may not be applicable to every situation.
D EDICATION
This book is dedicated to my better half, Emily and my precious daughter, Alice for their spiritual support along the journey to completing this book.
A CKNOWLEDGEMENTS
I would like to express my special gratitude to Nick Crowther, Managing Director at Freerange Future - a global award winning agency, for inspiring me to embark on the journey to creating this book. This book would not have been created if it were not for him.
Throughout the process of creating and publishing this book, many individual professionals have helped me out. I’d like to give a special thanks to Eddie de Jong, Dayeong Yun, Beenish Qureshi, Todd Emsley, and Edward Oh for actively participating in editorial review, book designing and formatting, and contributions for this book. This work would not have been possible without support from all of them.
TABLE OF CONTENTS

Prologue
Introduction
Mega Capability 1. Digital Customer Experience Management
Capability 1-1. Digital Customer Journey Management
Capability 1-2. User Research
Capability 1-3. Usability Analysis
Capability 1-4. User Experience Designing
Capability 1-5. User Experience Testing
Mega Capability 2. Social Interaction
Capability 2-1. Social Listening
Capability 2-2. Social Media Marketing
Capability 2-3. Social Media Servicing
Capability 2-4. Online Community Management
Capability 2-5. Rating & Review Management
Capability 2-6. Content Moderation
Capability 2-7. Social Crisis Management
Mega Capability 3. Digital Marketing
Capability 3-1. Digital Brand Marketing
Capability 3-2. Search Engine Optimization
Capability 3-3. Paid Search
Capability 3-4. Content Targeting
Capability 3-5. Affiliate Marketing
Capability 3-6. Online Advertising
Capability 3-7. Digital Campaign Management
Capability 3-8. Lead Management
Capability 3-9. Marketing Offer Management
Capability 3-10. Email Marketing
Capability 3-11. Mobile Marketing
Capability 3-12. Marketing Automation
Capability 3-13. Conversion Rate Optimization
Mega Capability 4. Digital Commerce
Capability 4-1. Online Merchandising
Capability 4-2. Shopping Cart & Checkout
Capability 4-3. Payments & Reconciliation
Capability 4-4. Order Management & Fulfilment
Capability 4-5. Account Management & Self-Service
Mega Capability 5. Digital Channel Management
Capability 5-1. Channel Mix & Optimization
Capability 5-2. Cross-Business Integration
Capability 5-3. Cross-Channel Integration
Capability 5-4. Multi-Device Presentation
Mega Capability 6. Knowledge & Content Management
Capability 6-1. Knowledge Management
Capability 6-2. Content Lifecycle Management
Capability 6-3. Digital Asset Management
Capability 6-4. Content Aggregation & Syndication
Capability 6-5. Web Content Management
Mega Capability 7. Customization & Personalization
Capability 7-1. Customer Preference Management
Capability 7-2. Customer Communication Management
Capability 7-3. Social Behaviour Management
Capability 7-4. Interaction Tracking & Management
Capability 7-5. Customer Loyalty Management
Capability 7-6. Digital Customer Services
Mega Capability 8. Digital Intelligence
Capability 8-1. Product Similarity Analytics
Capability 8-2. Customer Insights
Capability 8-3. Customer Segmentation
Capability 8-4. Conversion Analytics
Capability 8-5. Digital Marketing Effectiveness
Capability 8-6. Big Data Analytics
Capability 8-7. Web Analytics
Capability 8-8. Reporting & Dashboard
Mega Capability 9. Digital Data Management
Capability 9-1. Non-relational Data Management
Capability 9-2. Distributed Data Store Management
Capability 9-3. Enterprise Search
Capability 9-4. Master Data Management
Capability 9-5. Data Quality Management
Capability 9-6. Digital Data Policy Management
Mega Capability 10. Digital Infrastructure Management
Capability 10-1. User Interaction Services
Capability 10-2. Process Integration Services
Capability 10-3. Parallel Processing Services
Capability 10-4. Artificial Intelligence Services
Capability 10-5. Federated Access Management
Capability 10-6. On-Demand Provisioning Services
Capability 10-7. Digital Continuity Management
Mega Capability 11. Digital Alignment
Capability 11-1. Digital Innovation
Capability 11-2. Digital Planning
Capability 11-3. Digital Governance
Capability 11-4. Cross-Boundary Collaboration
Capability 11-5. Digital Journey Readiness
Mega Capability 12. Digital Development & Operations
Capability 12-1. Digital Program & Project Management
Capability 12-2. Digital Design Authority
Capability 12-3. Digital Capability Development
Capability 12-4. Digital Capability Introduction
Capability 12-5. Digital Service Operations
Capability 12-6. Digital Quality Management
Endnotes
Glossary
References
About the Author
P ROLOGUE
The Purpose and Audience of This Book
Since ‘77 Building Blocks of Digital Transformation: The Digital Capability Model ’ has been published to help ‘digital practitioners’ who work in the digital space, quite a few readers have suggested writing a book about digital transformation for 'the general public’ who are interested in learning more than basics of digital transformation. That is how this book ‘77 Building Blocks of Digital Transformation: Simply Explained ’ has been created.
This book is intended to deliver the key messages of ‘77 Building Blocks of Digital Transformation: The Digital Capability Model ’ to the general public. That being said, this is not a theory book that discusses the academical ideas and concepts of digital transformation, but a ‘practical’ field book that describes the proven digital capabilities as the building blocks of digital transformation.
‘77 Building Blocks of Digital Transformation: Simply Explained ’ is focused on ‘introducing’ the 77 Building Blocks. It aims to help the general public understand ‘actual practices’ in the digital space, but does not fully cover the Maturity Model described in detail in ‘77 Building Blocks of Digital transformation: The Digital Capability Model ’ that aims to help digital practitioners with measuring maturity of the digital capabilities. Instead, this book provides some examples of higher maturity indicators as an introduction to the Maturity Model of the digital capabilities. If you are looking for a deep dive into the Digital Capability Model including the Maturity Model, please refer to ‘77 Building Blocks of Digital transformation: The Digital Capability Model ’.
A digital capability is defined in this book as an organizational capacity and ability to produce intended business outcome in the digital space by combining process, people and technology elements in a way that is unique to each organization.
A Process element includes process flow, input & output information, and business rules, policies & guidelines. A People element includes organizational structure & culture, and people’s roles, responsibilities & skills. A Technology element includes applications, data, infrastructure, facilities and equipment around digital technology.
The Social Listening digital capability is for example defined as an organizational capacity to understand what users are talking about on social media and use that for business by combining its well-defined processes, skilled staff and their clear roles & responsibilities, and automation tools. A higher maturity of digital capabilities ensures effective and efficient operations of a digital business.
Digital business operations is a multi-disciplinary area where business and IT converges and works together to produce business outcomes in the digital space. Understanding both business and IT as if these were a single departmental function is therefore critical to the success of digital business. The Digital Capability Model is optimized to meet the needs of those who wish to obtain and increase this cross-boundary, multi-disciplinary knowledge.
The Digital Capability Model is comprehensive in scope, making it best suited for those who desire to have a broad understanding of the entire scope of digital capabilities and want to use a holistic approach to improve the performance of their digital business.
Impact of the Digital Trend on Business
I started my career as the marketing manager of an Interactive Marketing team in a marketing communication company. When my team saw the potential of the Internet as an unprecedented effective marketing channel, we developed an Internet shopping mall in the mid-1990s. E-business soon became the dominant trend as the first version of digital business in the early 2000s.
Nowadays, new digital technologies are introduced at a rapid pace. As was learned from integrating e-commerce or e-business into the traditional business in the past, other significant potential for further sell-side improvements is possible by applying those contemporary digital technologie