This is not a theory book that discusses the ideas and concepts of digital transformation, but a practical field book that describes the proven digital Capabilities as the building blocks of digital transformation and the approach to assessment and improvement of the digital capabilities to achieve successful digital transformation. This book therefore caters best for digital 'practitioners' including IT professionals, marketers and sales reps as well as digital consultants and digital planners.
The Digital Capability Model in this book consists of 12 Mega Capabilities and 77 Capabilities, where a mega capability is comprised of a set of capabilities. This book is organized to describe the 77 CAPABILITIES and their MATURITY LEVELS. A digital capability is defined in this book as an organizational capacity to produce intended business outcome by combining process, people and technology elements in a way that is unique to each organization. The digital capabilities are described in detail in terms of process, people and technology elements.
The 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 wish to obtain the cross-boundary, multi-disciplinary knowledge across business and technology.
The Model covers the following digital capabilities:
1. Digital Customer Experience Management
2. Social Interaction
3. Digital Marketing
4. Digital Commerce
5. Digital Channel Management
6. Knowledge & Content Management
7. Customization & Personalization
8. Digital Intelligence
9. Digital Data Management
10. Digital Infrastructure Management
11. Digital Alignment
12. Digital Development & Operations
The English editions have been on the market for about 5 months and the royalty earned in Janunary 2019 was approx. US$1,010 (confirmed by eBookPartnership).
The book ranks 4th~7th on Amazon book keyword search for ‘digital transformation’ which is one of the most popular keywords in the cutting edge areas of digital technology and digital business.
Digital Campaign Management capability
Digital Campaign Management is a digital capability used to plan, execute, monitor, and measure the marketing campaign in digital space. A digital campaign should address a specific market issue to reach a measurable market achievement such as percentage increase in brand awareness, number of visits, or sales amount. This capability also includes a set of marketing activities and tools to achieve the specific campaign objectives.
Campaign planning starts with defining market problems in the digital space and, in general, the marketing problems mean gaps between digital marketing goals and the current state of digital marketing. Information on market problems or gaps can often be collected from the Digital Intelligence capability we will discuss later in this book. If market problems or gaps can be articulated, campaign objectives can also be articulated easily. Campaign planning also includes defining campaign target audiences, campaign scenarios, campaign schedules, messages and channels that can be tailored based on individual preference, and cost.
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On-Demand Provisioning capability
On-Demand Provisioning Services is a digital capability to scale up and down or scale in and out automatically when required, so that IT administrators, or the IT system itself can dynamically provision or de-provision application and infrastructure resources as requested.
When infrastructure scales up and down, it scales ‘vertically’ by adding or removing components within the single infrastructure unit, e.g. adding a CPU in a hardware machine. It requires high-end complex infrastructure to scale vertically. It was a common way of scaling infrastructure before the digital age.
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Spanish
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Already translated.
Translated by Verónica Macrina
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