Marketing & Innovation - marketing, strategy, innovation & social media

Digital Strategy Success: Think 10X And Nothing Else #irev10X

18/04/201920/04/2019Yann Gourvennec

Before you claim Digital Strategy Success, defining digital strategy is a must

Digital strategy, digital transformation …

It is strange that the terms we often use are also those which one understands the least or the ones which are the least well defined. We take them at face value, just because they are fashionable, we think that everyone hears the same thing when we use them.

This could not be more false. And decidedly, digital (the term ’digital’ in itself can be interpreted in various ways) is keen on quirky terminology.

Digital Strategy Success
Always the inevitable hipsters, digital professionals use such terms en masse without always understanding what they really mean. For fear of being taken for has-beens.

According to Yahya El Mir, co-founder of iRevolution, a really successful digital strategy is when we do it X10! Click To Tweet

In the case of digital strategy, interpretations vary from one expert to another, but you shouldn’t draw the conclusion that it means nothing. That’s why we created the Horror Museum of Digital Transformation with our client, iRevolution.

Digital revolution and digital strategy success

Even if many commentators (remember the Solow computer paradox) do not hesitate to question the idea of a digital revolution, when the proof is in the pudding, nothing much is left but to eat the pudding. Theory matters so little at the end of the process.

So, to define the digital transformation, what it is and what it is not and what it can represent for a company, I interviewed Yahya El mir so that it gives us his point of view.

Digital revolution: the proof is in the pudding

I’ve known Yahya for over 10 years, having met him when he was the CEO of IT services company SQLi. I must admit I was impressed by his field knowledge, his efficiency, his professionalism and his ability to remain humble. It is clear that those professionals who are the most humble are also often the most seasoned.

So, when we had the opportunity to work with him and his teams on the digital transformation horror museum, we found out not surprisingly that we were on the same page, and that we had the right true anecdotes to prove our points.

As the saying goes, with digital strategy as anything else, the proof is in the pudding.

Enough said, I proposed to Yahya to deliver his vision through this piece entitled “A successful digital strategy is when you do it 10X! which provides the background for a series of articles posted on this new blog dedicated to digital transformation. Obviously, all these articles will be teaming with examples.

Digital strategy success is when you do it 10X!

When it comes to digital transformation, you have to be revolutionary and know how to think. The 10X Rule is the path to success, explains Grant Cardone, in his eponymous book. To succeed, you have to thing 10 times bigger, fix objectives that are ambitious and also give you ten times the ability to succeed. Little goals can only lead to little successes.
That is real digital transformation. Let me explain my vision.Digital transformation is a break point – the biggest mistake is to just keep on doing as beforeCLICK TO TWEET At a time when digital transformation is on everyone’s lips, you cannot talk strategically without exploring the importance that digital has in business.

Digital is used to sell, to expand businesses, to communicate with customers … in a nutshell, to do business better.It is a tool that lets us multiply our results 10X– or even 100X or 1000X. Without it, you will have only “digitized” – to put it another way, at best, you will have automated your existing processes, and, at worst, introduced technology for the sake of it, where it adds nothing, just because it is in vogue

Source: Digital strategy success is when you do it 10X!

6 free digital strategy eBooks written by GEM students – @grenoble_em

03/04/201916/04/2019Yann Gourvennec

Here is a little text I wrote some time ago in order to introduce a set of ebooks based on the work carried out by my students of the Advanced Master’s in Digital Business Business Strategy of Grenoble Ecole de Management. Digital Me Up (http://digital-me-up.com) was created five years ago. I decided to create that online space in order to serve a business case for content marketing. My idea was that, if I encouraged them well enough, our students would end up liking the blog so much that writing in it would not be pure pleasure.

In essence, the idea was to give them the taste for content marketing rather force feed them with concepts about content marketing. Less theory, more practice. Read more →

Data Science Ethics: Without Conscience It Is But The Ruin of the Soul

25/03/201920/04/2019Lee Schlenker

Data Science is on the agenda but what about Data Science Ethics? The twin motors of data and information technology are driving innovation forward in most every aspect of human enterprise. In a similar fashion, Data Science today profoundly influences how business is done in fields as diverse as the life sciences, smart cities, and transportation.

As cogent as these directions have become, the dangers of data science without ethical considerations is as equally apparent – whether it be the protection of personally identifiable data, implicit bias in automated decision-making, the illusion of free choice in psychographics, the social impacts of automation, or the apparent divorce of truth and trust in virtual communication.

Justifying the need for focus on the Data Science Ethics goes beyond a balance sheet of these opportunities and challenges, for the practice of data science challenges our perceptions of what it means to be human.

This contribution was inspired by Julie Compagny’s noteworthy article on the Digital Me Up. Digital Me up is the blog of our students from the Advanced Master’s in Digital Business Strategy of Grenoble Management School, where I teach and Julie is one of the students from the 2018-2019 academic year. This topic will be on the menu of next month’s lecture about “Technology and Innovation”, which I will deliver on the premises of Vinci’s incubator, aptly named Leonard.

Data Science ethics and its influences on today’s business practices

if ethics is defined as shared values that help humanity differentiate right from wrong, the increasing digitalization of human activity shapes the very definitions of how we evaluate the world around usClick To Tweet

Margo Boenig-Liptsin’s points out that our ever-increasing reliance on information technology has fundamentally transformed traditional concepts of “privacy”, “fairness” and “representation”, not to mention “free choice”, “truth” and “trust”.These mutations underline the increasing footprint and responsibilities of data science – beyond the bytes and bits, data science shakes the perceptual foundations of value, community, and equity. If academia has been quick to establish Data Science programs around statistics, computation and software engineering, few programs address the larger societal concerns of data science, and fewer still analyse how responsible data practices can be conditioned and even encouraged. Let’s sketch out the contours of this challenge. Read more →

How Tom Tom achieved its digital transformation with Big Data – #bigdataparis

18/03/201924/03/2019Yann Gourvennec

Big data is more than ever on the agenda of those marketers who are on the warpath of data-driven marketing. It’s the 6th year I’ve been active (from a content marketing perspective) in this area and I find it always more exciting, year after year. On March 12, I attended the Big Data Paris 2019 keynote entitled “How Tom Tom has evolved from a navigation company to a big data company”.

Tom Tom lives and breathes Big Data

The speaker was Alain de Taeye, Founder of TeleAtlas, Member of the Management Board, Tom Tom. For those who wouldn’t know, Tom Tom is a Dutch company. His pitch was instrumental in my understanding how Big Data moved from a technical topic into a full fledged transformational toolbox reshaping entire industries and businesses.

Such was the promise of Big Data six years ago or more, but few are able to show such impressive results as Tom Tom. Here is how they turned from a B2C company selling navigation devices into a B2B data-driven money machine.

Tom Tom Big Data — Alain de Taeye is right: we do live in a world driven by Big Data and Tom Tom is leading the show.

The Big data revolution was the subtitle of de Taeye’s presentation and God knows this was a revolution! Tom Tom has changed radically. Here is his account thanks to my notes taken during his presentation.

Making navigation easier with Big Data

“At this moment in Paris we are collecting data from users and this is used to make navigation easier” Mr de Taeye said as an introduction to his speech. Tom Tom is well known for its maps and rapidly evolved into a technology company. “The company’s maps aren’t ‘ordinary maps’” however, Mr de Taeye went on. Read more →

Influencer Marketing: How Should Brands Tackle Malpractices

13/12/201813/12/2018Ahmad Zamir

Influencers are trusted people with a substantial number of people following them. Therefore, brands partner with them so that their products get marketed through personalities who are recognized by and looked up to by many.

Lately, companies have been increasingly going after influencer marketing and it’s expected that this trend will continue in the future. It’s quite amazing to look at some statistics that depict the growth in influencer marketing.

The malpractices of influencer marketing

People often buy followers to get themselves into the list of influencers. An influencer is somebody who people trust, talk about, and hence follow. Buying followers can only increase some numbers, but never endow anyone with influence.