Track 6 – Attribution - Sponsored by Adobe

The Impact of Digital Transformation on the Customer Journey

Tuesday October 10th • 10:45 am - 11:45 am • Room 220-222

Disruption (and opportunity) is everywhere. It’s not limited to consumers who can order an Uber from the touch of a phone or can use Amazon’s Alexa to play music, make purchases, control smart home devices, etc. It has also affected the way B2C and B2B brands alike operate internally and how they interact with their customers. The lead cause of disruption is digital transformation, which is attributed to the proliferation of social media and mobile devices, sensor data, internet access in developed and developing economies alike, machine learning, data visualizations, and an increased ROI through digital applications.

To lead through innovation, brands must take a customer-centric approach to marketing that maximizes the customer experience across their journey — from awareness through advocacy. Key learnings in this session will include:

  • Trends in digital transformation
  • How to define and optimize the customer journey
  • Key learnings in leveraging digital technologies across the customer journey
  • Case studies from SAP, Square, and Synchrony