By Maeve Hosea

‘Digital transformation’ has been a key buzzword of the past couple of years, as companies come to realise that digital platforms have changed their business models for good. But to transform successfully, brands need to put customers’ needs at the centre of the offering they wish to create, rather than being driven simply by the technology available to them.

For many, translating big data into smart data is only part of the challenge: the customer-centric organisation needs to share more metrics with more people internally Read full story ›

Source: Marketing Week