2014 State of Digital Transformation / Altimeter

EXECUTIVE SUMMARY Digital transformation isn’t a trend owned by a particular role, nor a discipline that belongs to one department alone. It is, however, a signifcant movement where daring business leaders venture into tomorrow’s markets, today. In 2013, Altimeter Group researched how businesses explore digital 1transformation . One fnding revealed that while the word “digital” is part of “digital transformation,” the essence of digital transformation comes down to people and how their digital behaviors differ from that of the traditional customers before them. It’s also more than that. In our initial report on the topic, Digital Transformation: Why and How Companies Are Investing in New Business Models to Lead Digital Customer Experiences, we set out to determine how digital transformation unifed disparate digital efforts under a common vision. In the process, we uncovered a more human story. We followed up our initial research with a 2014 survey, aimed at digital strategists, to further understand the state of digital transformation. This report shares its results and is designed to complement Altimeter Group’s annual State of Social Business report . Combined, this research helps strategists drive social business evolution and digital transformation based on insight from peers and market leaders.