The Strategic Imperative … Providing the Groundwork

Discussions on applications to achieve a data-driven marketing often provide wrong conclusions: applications need to be tied into a 10-level MarTech cube—cascading from strategy, across processes, change management, down to the level of applications and IT architectures. The conceptional groundwork is or should be based upon the customer journey. Contrary to theory, only a subset of companies indicated that an outside-in customer journey analysis and mapping has been conducted. In this vein, fundamental concepts and insights are missing right from the start. “Failure by Design” for projects.