Click here to close now.


News Feed Item

Altimeter Group Releases New Study on the State of Digital Transformation

New 2014 Data Identifies Key Trends & Shows How Companies Are Investing in Digital Customer Experience

SAN MATEO, CA -- (Marketwired) -- 07/21/14 -- Altimeter Group, today announced its latest research, The 2014 State of Digital Transformation, by Brian Solis, with Jaimy Szymanski and Rebecca Lieb. The new report is a follow-up to Altimeter's pioneering research, Digital Transformation: Why and How Companies Are Investing in New Business Models to Lead Digital Customer Experiences, which illustrated that digital customers differ in behavior from traditional customers, and showed how leading-edge organizations are orienting around the digital customer experience (DCX).

"We surveyed digital strategists from top global companies and brands, and uncovered a surprisingly human story: digital transformation is a significant movement where daring business leaders venture into tomorrow's markets today," said Solis, principal analyst at Altimeter Group. "It isn't an initiative owned by a particular role or department in the organization; instead, it is a cross-enterprise realignment of resources to unify and enhance the digital customer experience at every touch point in order to be competitive in today's era of connected markets."

Respondents cited several potential benefits from digital transformation initiatives, including a lift in customer engagement (75%), improved customer satisfaction (63%), greater digital traffic (53%) and increased lead generation and sales (49%). However, numerous challenges to digital transformation were also captured, including company culture (63%), the need to think beyond a campaign mentality (59%), the need to ensure cross-functional collaboration (56%), a lack of resources (56%), a lack of understanding of digital customer behavior (53%) and the need to secure executive support for digital transformation (42%).

Altimeter's research reveals that digital transformation is still widely misunderstood, but that corporations and brands are taking it seriously:

  • 88% of companies say they are undergoing digital transformation, yet only 25% have mapped out the digital customer journey
  • 17% of digital leaders are now in the process of studying the digital customer journey
  • 42% of strategists report that while they have not yet researched the customer journey, they are investing in new digital channels
  • The mandate to lead digital transformation is often driven by the CMO, CEO, and CIO (54%, 42%, and 29% respectively)

Digital transformation doesn't mean digital investment alone, it means thinking "digital first."
Many are already thinking digital first and are in the process of upgrading systems and processes to meet digital transformation challenges head on. Altimeter's study uncovered the most important digital transformation initiatives inside companies today:

  • Improving processes that expedite changes to digital properties, such as website updates, new mobile or social platforms, etc. (80%)
  • Updating website and ecommerce programs for a mobile world (71%)
  • Integrating social, mobile, web, ecommerce, service efforts and investments to deliver an integrated and frictionless customer experience (70%)
  • Updating customer-facing technology systems (66%)
  • Further research into customer digital touch points (63%)
  • Overhauling customer service to meet the expectations of digital customers (46%)

More About Altimeter's New Report and Related Webinar
Available now for download, this report is available for free under Altimeter Group's open research model. Chief executives, digital strategists and marketing, sales and customer experience leaders, will want to attend the related webinar being held on Wednesday, September 17, 2014 to review key research findings and ask questions of Brian Solis. For more information about Altimeter Group's related services, visit

About Altimeter Group
Founded in 2008 by Charlene Li, Altimeter Group helps companies understand and act on digital transformation. The company provides independent research and strategy consulting services to help business leaders thrive in the face of change. Clients include 9 of the Dow Jones 30 and 16 of the Fortune 100. Altimeter Group was named by Fast Company as one of the "Five Most Creative Small Businesses." The firm is headquartered at in San Mateo, Calif., with offices on the East Coast. For more information, visit


Heather Meeker Haas
Email Contact

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
In his General Session at 17th Cloud Expo, Bruce Swann, Senior Product Marketing Manager for Adobe Campaign, explored the key ingredients of cross-channel marketing in a digital world. Learn how the Adobe Marketing Cloud can help marketers embrace opportunities for personalized, relevant and real-time customer engagement across offline (direct mail, point of sale, call center) and digital (email, website, SMS, mobile apps, social networks, connected objects).
The buzz continues for cloud, data analytics and the Internet of Things (IoT) and their collective impact across all industries. But a new conversation is emerging - how do companies use industry disruption and technology enablers to lead in markets undergoing change, uncertainty and ambiguity? Organizations of all sizes need to evolve and transform, often under massive pressure, as industry lines blur and merge and traditional business models are assaulted and turned upside down. In this new da...
We all know that data growth is exploding and storage budgets are shrinking. Instead of showing you charts on about how much data there is, in his General Session at 17th Cloud Expo, Scott Cleland, Senior Director of Product Marketing at HGST, showed how to capture all of your data in one place. After you have your data under control, you can then analyze it in one place, saving time and resources.
Culture is the most important ingredient of DevOps. The challenge for most organizations is defining and communicating a vision of beneficial DevOps culture for their organizations, and then facilitating the changes needed to achieve that. Often this comes down to an ability to provide true leadership. As a CIO, are your direct reports IT managers or are they IT leaders? The hard truth is that many IT managers have risen through the ranks based on their technical skills, not their leadership ab...
In recent years, at least 40% of companies using cloud applications have experienced data loss. One of the best prevention against cloud data loss is backing up your cloud data. In his General Session at 17th Cloud Expo, Sam McIntyre, Partner Enablement Specialist at eFolder, presented how organizations can use eFolder Cloudfinder to automate backups of cloud application data. He also demonstrated how easy it is to search and restore cloud application data using Cloudfinder.
The Internet of Everything is re-shaping technology trends–moving away from “request/response” architecture to an “always-on” Streaming Web where data is in constant motion and secure, reliable communication is an absolute necessity. As more and more THINGS go online, the challenges that developers will need to address will only increase exponentially. In his session at @ThingsExpo, Todd Greene, Founder & CEO of PubNub, exploreed the current state of IoT connectivity and review key trends and t...
Two weeks ago (November 3-5), I attended the Cloud Expo Silicon Valley as a speaker, where I presented on the security and privacy due diligence requirements for cloud solutions. Cloud security is a topical issue for every CIO, CISO, and technology buyer. Decision-makers are always looking for insights on how to mitigate the security risks of implementing and using cloud solutions. Based on the presentation topics covered at the conference, as well as the general discussions heard between sessi...
As organizations shift towards IT-as-a-service models, the need for managing & protecting data residing across physical, virtual, and now cloud environments grows with it. CommVault can ensure protection & E-Discovery of your data - whether in a private cloud, a Service Provider delivered public cloud, or a hybrid cloud environment – across the heterogeneous enterprise.
With all the incredible momentum behind the Internet of Things (IoT) industry, it is easy to forget that not a single CEO wakes up and wonders if “my IoT is broken.” What they wonder is if they are making the right decisions to do all they can to increase revenue, decrease costs, and improve customer experience – effectively the same challenges they have always had in growing their business. The exciting thing about the IoT industry is now these decisions can be better, faster, and smarter. Now ...
Continuous processes around the development and deployment of applications are both impacted by -- and a benefit to -- the Internet of Things trend. To help better understand the relationship between DevOps and a plethora of new end-devices and data please welcome Gary Gruver, consultant, author and a former IT executive who has led many large-scale IT transformation projects, and John Jeremiah, Technology Evangelist at Hewlett Packard Enterprise (HPE), on Twitter at @j_jeremiah. The discussion...
Too often with compelling new technologies market participants become overly enamored with that attractiveness of the technology and neglect underlying business drivers. This tendency, what some call the “newest shiny object syndrome” is understandable given that virtually all of us are heavily engaged in technology. But it is also mistaken. Without concrete business cases driving its deployment, IoT, like many other technologies before it, will fade into obscurity.
Discussions of cloud computing have evolved in recent years from a focus on specific types of cloud, to a world of hybrid cloud, and to a world dominated by the APIs that make today's multi-cloud environments and hybrid clouds possible. In this Power Panel at 17th Cloud Expo, moderated by Conference Chair Roger Strukhoff, panelists addressed the importance of customers being able to use the specific technologies they need, through environments and ecosystems that expose their APIs to make true ...
The Internet of Things is clearly many things: data collection and analytics, wearables, Smart Grids and Smart Cities, the Industrial Internet, and more. Cool platforms like Arduino, Raspberry Pi, Intel's Galileo and Edison, and a diverse world of sensors are making the IoT a great toy box for developers in all these areas. In this Power Panel at @ThingsExpo, moderated by Conference Chair Roger Strukhoff, panelists discussed what things are the most important, which will have the most profound...
The cloud. Like a comic book superhero, there seems to be no problem it can’t fix or cost it can’t slash. Yet making the transition is not always easy and production environments are still largely on premise. Taking some practical and sensible steps to reduce risk can also help provide a basis for a successful cloud transition. A plethora of surveys from the likes of IDG and Gartner show that more than 70 percent of enterprises have deployed at least one or more cloud application or workload. Y...
Microservices are a very exciting architectural approach that many organizations are looking to as a way to accelerate innovation. Microservices promise to allow teams to move away from monolithic "ball of mud" systems, but the reality is that, in the vast majority of organizations, different projects and technologies will continue to be developed at different speeds. How to handle the dependencies between these disparate systems with different iteration cycles? Consider the "canoncial problem"...