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Understand the choices facing leaders in the fast-changing world of technology-enabled business and discover how to resource the investments that are guaranteed to deliver growth

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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 an 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.

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Building Digital Strategy That Works
Why Digital Strategies Fail - And How to Recognize Failure
Levers For Digital Growth and How to Use Them
Just Because Technology Means You Can, Doesn´t Mean You Should Do It
The Importance of Innovation in Driving Digital Success
The Dark Side of Digital
Emerging Digital Business Models
An End-to-End Model of Ecommerce
Making Digital Choices That Differentiate Success From Failure
Organizing For Digital Success
How to Ensure Digital Operational Success
Creating a Digital Culture That Works
Customer Experience - The Driver of Digital Success

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