This report helps marketers better understand data within the wider scope of digital transformation and how data underpins businesses.

It sets out why digital transformation is needed; the role of data, including how it is made and used; the DaaS model; data strategy frameworks; and why transformation can fail. The report also features case studies of businesses undergoing digital transformation and the impact of change.

Econsultancy would like to thank the following individuals, some on and off the record, for their views and contributions to this report:

  • Bruce Biegel, Senior Managing Partner, Winterberry Group
  • David Boyle, Director, Audience Strategies (formerly Customer Insights Director at Harrods)
  • Hussein M Dajani, GM Digital and Customer Experience Transformation, Nissan Motor Corporation
  • Shailin Dhar, Data Fraud Expert, CEO and Co-Founder, Method Media Intelligence
  • Cadi Jones, Commercial Director EMEA, Beeswax
  • Oliver Kanders, Chief Client Officer, Zeotap
  • Simon Kempner, Tech Lead EMEA, Beeswax
  • Kelly Kokonas, EVP Global Data Strategy, Tech and Analytics, Starcom Worldwide
  • Cassie Kozyrkov, Chief Decision Scientist, Google
  • Gerhard Louw, Head of International Media Management, Deutsche Telekom
  • Sabrina Menasria, Head of Data, BI & Master Data Governance, Chanel Fragrance & Beauty
  • Richard Robinson, CCO, DPL
  • Richard Robinson, Managing Director, Xeim
  • James Sandoval, Co-Founder, MeasureMatch
  • Daniel Solomons, Digital Transformation Specialist, Byte Behaviour (Google Academy Leader)
  • Allison Stern, Co-Founder, Tubular Labs
  • John Thekanady, Independent Consultant, (formerly McDonald’s and Emirates Airlines)
  • Matt Turck, Partner, FirstMark Capital
  • Bill Winkler, Principal Researcher, US Census Bureau
  • Transformation Specialist, FMCG and pharmaceuticals

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