Optimizing Digital Strategy explores the choices facing organizations in the rapidly changing world of technology-enabled business. From performance marketing through to personalization, on-demand retailing and AI, this book maps out commercial and customer-focused challenges and explains how leaders can get the most out of their digital strategies. Rather than rushing headlong into adopting the latest digital platforms, tools and technologies, the book challenges leaders to step back from the demands for constant investment in new technology and drive better returns from existing assets. Presenting a sustainable model of e-commerce that is appropriate to any individual organization's needs, Optimizing Digital Strategy addresses the repetitive dilemma between even more investment in technology and the need to improve margins and grow revenue. Illustrated by the authors' own digital work for global brands such as The Economist, Sky, O2, Regus, the Financial Times, Lidl and L.K.Bennett, this book shows how to balance the need to remain competitive, fully deliver customer expectations, and put resources behind investments that will deliver the best return.
As most institutions contemplate an enterprise digital content strategy for a growing number of digitized surrogates and born-digital assets, libraries, archives, and museums understand that these expanding needs can only be met by more flexible approaches offered by a multicomponent digital asset management ecosystem (DAME).
This book explains how AI and Machine Learning can be applied to help businesses solve problems, support critical thinking and ultimately create customer value and increase profit. By considering business strategies, business process modeling, quality assurance, cybersecurity, governance and big data and focusing on functions, processes, and people’s behaviors it helps businesses take a truly holistic approach to business optimization. It contains practical examples that make it easy to understand the concepts and apply them. It is written for practitioners (consultants, senior executives, decision-makers) dealing with real-life business problems on a daily basis, who are keen to develop systematic strategies for the application of AI/ML/BD technologies to business automation and optimization, as well as researchers who want to explore the industrial applications of AI and higher-level students.
Companies across different industries are launching technology-enabled (digital) business transformation programs to improve their strategic, tactical, and operational supply chain processes. The greatest challenges that they are facing include the lack of preparation and knowledge of the digital transformation life cycle and poorly addressing or neglecting the “people-related” aspects of them. Therefore, improvement initiatives have been short-lived or incomplete, and expected business benefits have not been achieved or materialized. Technology Optimization and Change Management for Successful Digital Supply Chains is a pivotal reference source that provides vital research on the application of digital business transformation programs to improve strategic, tactical, and operational supply chain processes. While highlighting topics such as maturity models, predictive analysis, and communication planning, this publication explores the limited literature in the field of digital supply chain optimization and business transformation, and complements it with practical and proven tactics from the industry. This book is ideally designed for program managers, engineers, students, and practitioners seeking current research on the field’s latest best practices on digital supply chain enablement.
Leverage big data and demand into sustainable profitable growth Optimizing Growth is a handbook for how to succeed in the age of big data. Today’s business environment looks dramatically different than it did even a decade ago, and it continues to evolve at an increasing rate; macroeconomic shifts, consumer trends, technological advances, and changing competitive dynamics are accelerating the pace of change, and businesses are struggling to grow amidst the turbulence. This book provides insightful guidance, real-world success stories and practical tools to achieve growth in this new era, utilizing big data to achieve a deeper understanding of demand, customers, competitors, and opportunity. With disruption around every corner, growth now demands innovative new approaches and an improved capacity to meet customer needs; by gaining a stronger grasp of demand, businesses can elevate performance from “survive” to “thrive.” This book provides the approaches, analytics, frameworks, and organizational capabilities required to gain competitive advantage, and describes the new mindset required to leverage these tools into sustainable growth. Develop a deeper understanding of your business’s growth factors Re-sync your thinking to gain greater leverage against disruption Delve deeper into demand, and boost fulfillment capabilities Capture more growth opportunities using precision analytics frameworks The one thing that will never change about business is the goal of growth—but the paths to growth change continuously. New opportunities forge new routes to the top, while others become obsolete—does your company know the difference? The ability to differentiate between fads and genuine evolution is more critical than ever before. Optimizing Growth provides deep knowledge of what’s out there, and a clear framework for forging ahead.
Now in its fifth edition, the hugely popular Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing is fully updated, keeping you in line with the changes in this dynamic and exciting field and helping you create effective and up-to-date customer-centric digital marketing plans. A practical guide to creating and executing digital marketing plans, it combines established approaches to marketing planning with the creative use of new digital models and digital tools. It is designed to support both marketers and digital marketers, and students of business or marketing who want a thorough yet practical grounding in digital marketing. Written by two highly experienced digital marketing consultants, the book shows you how to: Draw up an outline digital marketing plan Evaluate and apply digital marketing principles and models Integrate online and offline communications Implement customer-driven digital marketing Reduce costly trial and error Measure and enhance your digital marketing Learn best practices for reaching and engaging your audiences using the key digital marketing platforms like Apple, Facebook, Google and Twitter. This new edition seamlessly integrates the latest changes in social media technology, including expanded coverage of mobile technology, demonstrating how these new ways to reach customers can be integrated into your marketing plans. It also includes new sections on data analytics, clearly demonstrating how marketers can leverage data to their advantage. Offering a highly structured and accessible guide to a critical and far-reaching subject, Digital Marketing Excellence, Fifth Edition, provides a vital reference point for all students and managers involved in marketing strategy and implementation.
As hyper-personalization has yet to be perfected, developing hyper-personalized strategies presents a critical challenge; due to this, optimizing hyper-personalization and designing new processes and business models takes center stage in tourism and hospitality to reach new levels of customer service and experience through the introduction and development of new solutions supported in the internet of things, software interfaces, artificial intelligence solutions, back-end and front-end management tools, and other emergent business intelligence strategies. Optimizing Digital Solutions for Hyper-Personalization in Tourism and Hospitality serves as an essential reference source that emphasizes the importance of hyper-personalization models, processes, strategies, and issues within tourism and hospitality fields with a particular focus on digital IT solutions. More than a simple starting point for a critical reflection on the state of the art of this sector, this book aims to contribute in an objective way to leveraging digital solutions to optimize the concept of hyper-personalization in the tourist experience. The content of this book covers research topics that include digital tourism and hospitality, consumer behavior, customer journey, and smart technologies and is ideal for professionals, executives, hotel managers, event coordinators, restaurateurs, travel agents, tour directors, policymakers, government officials, industry professionals, researchers, students, and academicians in the fields of tourism and hospitality management, marketing, and communications.
Navigating Digital Transformation in Management provides a thorough introduction to the implications of digital transformation for leaders and managers. The book clearly outlines what new or enhanced roles and activities digital transformation requires of them. The book takes a practical approach and shapes an actionable guide that students can take with them into their future careers as managers themselves. With core theoretical grounding, the book explains how the digital transformation imperative requires all organizations to continuously undertake digital business transformation to adapt to ongoing digital disruption and to effectively compete as digital businesses. The book discusses the critical roles managers need to play in establishing, facilitating, and accelerating the day-to-day activities required to build and continuously upgrade these capabilities. Drawing on cutting edge research, this textbook: • Explains how digital technology advancements drive digital disruption and why digital business transformation and operating as a digital business are critical to organization survival • Unpacks the different digital business capabilities required to effectively compete as a digital business • Considers the new or digitally enhanced competencies required of leaders, managers, and their supporting professionals to effectively play their roles in digital transformation • Discusses how leaders, managers, and their supporting professionals can keep up with digital technology advancements • Unpacks key digital technology advancements, providing a plain language understanding of what they are, how they work, and their implications for organizations. Enriched with pedagogical features to support understanding and reinforce learning, such as reflective questions, learning summaries, and case studies, and supported by a suite of instructor materials, this textbook is an ideal choice for teachers that want to enable their information systems, information technology, and digital business students to compete and thrive in the contemporary business environment.
This research-oriented book presents key contributions on architecting the digital transformation. It includes the following main sections covering 20 chapters: · Digital Transformation · Digital Business · Digital Architecture · Decision Support · Digital Applications Focusing on digital architectures for smart digital products and services, it is a valuable resource for researchers, doctoral students, postgraduates, graduates, undergraduates, academics and practitioners interested in digital transformation.
Assisted by globalization and the rapid application of advanced technologies, the transformative power of urbanization is being felt around the world. The scale and the speed of existing and projected urbanization poses several challenges to researchers in multiple disciplines, such as computer science, engineering, and the social sciences. Optimizing Regional Development Through Transformative Urbanization provides emerging research exploring the theoretical and practical aspects of applications within urban growth interventions. It also explores the strategies for new urban development tools such as the rise of new platforms for digital activities, concepts of sharing economy, collaborative economy, crowdsourcing, and crowdfunding. Featuring coverage on a broad range of topics such as cryptocurrencies, public-private partnership, and urban governance, this book is a vital reference for city development planners, decision makers, policymakers, academicians, researchers, and professionals seeking current research on the delivery of transformative urbanization changes.
Digital Transformation in Accounting is a critical guidebook for accountancy and digital business students and practitioners to navigate the effects of digital technology advancements, digital disruption, and digital transformation on the accounting profession. Drawing on the latest research, this book: Unpacks dozens of digital technology advancements, explaining what they are and how they could be used to improve accounting practice. Discusses the impact of digital disruption and digital transformation on different accounting functions, roles, and activities. Integrates traditional accounting information systems concepts and contemporary digital business and digital transformation concepts. Includes a rich array of real-world case studies, simulated problems, quizzes, group and individual exercises, as well as supplementary electronic resources. Provides a framework and a set of tools to prepare the future accounting workforce for the era of digital disruption. This book is an invaluable resource for students on accounting, accounting information systems, and digital business courses, as well as for accountants, accounting educators, and accreditation / advocacy bodies.
B2B Digital Marketing Strategy is a decisive guide to the most recent developments in the field. It gives readers an overview of the latest frameworks and models, and shows how these can be used to overcome the everyday challenges associated with account targeting, data utilization, and digital campaign management. Intensely practical, B2B Digital Marketing Strategy helps readers get to grips with some of the more advanced and complex elements of B2B marketing. It expertly explains how to incorporate the latest digital methodologies into critical processes such as lead generation, customer retention and customer experience personalization. Packed with global case studies and examples, this book is an invaluable resource for any professional operating in the B2B space.