Digital Transformation & Innovation
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Digital Transformation & Innovation

Carlos Andre Sant'Anna, Chief Digital Officer, JHSF
Carlos Andre Sant'Anna, Chief Digital Officer, JHSF

Carlos Andre Sant'Anna, Chief Digital Officer, JHSF

Specialization in Digital Transformation: Technology and its applications. MIT Massachusetts Institute of Technology

Every company must adopt a strategy for its Digital Transformation. Seems like a simple task, doesn't it? Just seems! Let's understand how we can succeed!

There is a long way to go to reach a relevant point of digital transformation, but it is extremely important to take some steps so that your transformation does not end up being unsuccessful.

First and foremost, your strategy must initially be aligned with the main executives and all stakeholders, then this must be communicated clearly and transparently to the other levels of the company.     

Every good transformation must always bring a concept of excellence combined with the best corporate governance practices, in order to create sustainable value for the company's business.

Currently, the companies' omnichannel strategies must offer their customers excellent experiences, throughout their shopping journeys in digital environments, through online sales channels, creating synergies between their main bases, through applications, websites, social media and through creation of relationship and loyalty programs.

Today, the mission is to turn data into great experiences with personalized activation and delivery of business value.

How, which paths, resources and methodologies should we adopt?

Obviously, we must do all this in a practical and fast way and that's why we adopt the agile methodology.

We need to orchestrate specific squads to work on the proposed fronts with multidisciplinary teams, such as:

1. Tech: Architecture and Integrations / Payments and Engines / Squads to develop websites, e-commerce, apps and new features.

2. Martech: CRM (Customer relationship Management) and CDP (Customer Data Platform).

3. Data: BI, Dashboards, and Growth.

Pause, but not everyone is familiar with these terms mentioned above. So let's explain:

What is CDP?

"CDP (customer data platform) is a marketing system that unifies a company's customer data and other channels to enable customer modeling and optimize the timing and targeting of messages and offers."

Gartner's Short Definition of CDP

The technology product must feature a marketing-friendly web-based interface that allows for the following:

1. Data collection; 2. Profile unification; 3. Segmentation.

And what is the role of BI (Business Intelligence)?

Being able to map source data and better acquisition channels becomes an even more strategic step for both retaining and winning customers.

And where does Martech come in?

This is the challenge for large companies: Integrating the CRM platform with digital marketing strategies.

Now that we've paused and summarized on these terms, we can move on.

It is recommended that we have a Technology and Data team and create a short roadmap to start the work:

1. List the priority of projects and separate the urgent from the important;

2. Conduct a Discovery and map all the company's data sources, before starting to do it;

3. Understand the processes, difficulties and relevant metrics;

4. Understand the processes, difficulties and relevant metrics;

5. Study and choose well before implementing a single tool integrated with the Cia's satellite systems;

6. Have a Data lake – Single base (Central repository of structured and unstructured data, thus allowing better and efficient data management);

7. Have processing capacity, that is, data are organized, transformed and processed into views and layers to be used;

8. Act with Governance, environment security, storage, 24/7 availability in the cloud and access;

9. Have the “First Party Data” owned by the Company with the possibility of having the lowest lock-in with third-party technological solutions;

10. Possibility of easy integration with platforms such as:

a. Data visualization for tracking metrics and insights.

b. CDP (Customer Data Platform), eg segmentation and activation of the consumer journey.

c. Data modeling, eg propensity and next offer models, use of machine learning.

After going through these steps, we will need to make decisions and for that, we need to be guided by data and in this way it is important to build a single view of the consumer with data: demographic, transactional, behavioral and engagement.

In parallel with this, we must create and develop dashboards with indicators for monitoring the business areas. Next, we must activate data and visualizations and provide feedback with insights to improve new KPIs.

In the end, it is essential to have an NPS (Net Promoter Score) system implemented to measure customer satisfaction.


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