For Marketers, Digital Transformation Isn't About Chasing the Next Channel - eMarketer
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eMarketer Interview

For Marketers, Digital Transformation Isn't About Chasing the Next Channel

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An interview with

Dave Haucke

Program Director, Product Strategy, Watson Marketing, IBM

Interview summary

Dave Haucke, program director of product strategy at IBM Watson Marketing, spoke with eMarketer’s Jillian Ryan about how companies are approaching digital transformation. For most IBM clients, the focus is on marketers stepping away from campaign- and channel-based approaches and thinking about consistent omnichannel customer experiences.

Interview

eMarketer: How does IBM define digital transformation for your clients?

Dave Haucke: We view digital transformation as that “nirvana” end state where the marketer can deliver consistent experiences across all touchpoints. Transformation is in three parts: people, process and technology, and it requires coordination across all three.