Skip to main content
Disciplines
Automotive Business IT + Informatics Construction + Real Estate Electrical Engineering + Electronics Energy + Sustainability Insurance + Risk Finance + Banking Management + Leadership Marketing + Sales Mechanical Engineering + Materials
Events
DE
EN
Books
Journals
Topic Page
Marketing
Start single access now
Access for companies
EXTENDED SEARCH
Log in
Top

2023 | Book

The Significance of Digital Transformation Read chapter Read first chapter

Methodology for Digital Transformation

Implementation Path and Data Platform

Author: Xiaodong Ma

Publisher: Springer Nature Singapore

Book Series : Management for Professionals

Part of: Springer Professional "Wirtschaft+Technik" , Springer Professional "Technik" , Springer Professional "Wirtschaft"

Login to get access
insite
SEARCH

About this book

This book focuses on why and how to achieve digital transformation for enterprises and organizations by introducing cases in China. Its purpose is to highlight the importance and improve the understanding for digital transformation and related issues, like human resource allocation, and how to improve the efficiency and success rate in a low-cost and low-risk way. In this way, the cases in the book avoid the most common traps during the digital transformation process, enabling R&D and business personnel, and data practitioners in the organization to figure out the implementation and processes involved, and hence better understand how to work with senior management team when implementing the transition plan. The middle and senior level managers such as company executives, presidents in banks and universities, and officials in government, are also the target audience.

Table of Contents

Frontmatter

Why Do You Implement Digital Transformation?

Frontmatter
Chapter 1. The Significance of Digital Transformation
Abstract
Before implementing digital transformation, companies must understand its significance and future challenges. This Chapter profoundly analyzes the five drivers from the three dimensions of internal environment, external environment, and technical empowerment, as well as the most significant dividend of digital transformation—Dividend Beyond Conformism.
Xiaodong Ma
Chapter 2. Three Types of Digital Disruptions to Traditional Companies
Abstract
Digital transformation has long been a consensus among companies at home and abroad, and the proliferation of digital disruption to the traditional industries has inspired more companies to be passionate about digital transformation. This Chapter comprehensively outlines the analysis in detail of how digitalization disrupts the traditional industries from the three dimensions of strategic level, efficiency level and user experience, and discusses the misconceptions of digital transformation.
Xiaodong Ma

When Do You Implement Digital Transformation?

Frontmatter
Chapter 3. New-Born Species of Digitalization
Abstract
Digitalization has brought about outsized changes in all industries. This Chapter demonstrates the urgency of digital transformation for companies from three perspectives: acceleration of industrial evolution with digitalization, the birth of new industrial giants, and new industrial players.
Xiaodong Ma
Chapter 4. Two Primary Reasons to Speed Up Digital Transformation
Abstract
In Chap. 1, we analyzed and discussed the five drivers of digital transformation. The strong drive of the new initiative of the “Construction of New Infrastructure” in China is a new motivation to push for digital transformation. The abrupt new coronavirus pandemic in 2020 has had grave impacts on the global economic growth and the lives of the Chinese people, and it has also forced many companies to actively seek viable alternatives, further accelerating the pace of digital transformation.
Xiaodong Ma
Chapter 5. When Do You Implement Digital Transformation?
Abstract
When do companies begin with their digital transformation? The answer is that the earlier, the better, while the best is to start right now. So, are there any references for the transformation timeline? This Chapter examines this issue in detail.
Xiaodong Ma

What Is Digital Transformation?

Frontmatter
Chapter 6. The Elements of Digital Transformation
Abstract
The digital transformation of companies is a process of creating intelligent business operating systems. And this is a systematic process. This Chapter examines and describes the digital transformation in detail.
Xiaodong Ma

Should You Implement Digital Transformation?

Frontmatter
Chapter 7. Self-assessment of Digital Transformation
Abstract
After understanding the significance of digital transformation, companies must decide whether to implement digital transformation. This Chapter helps companies to determine whether they should implement digital transformation from the perspective of their levels of digital operations and their degree of readiness for digital transformation. Furthermore, companies must also avoid the four major misconceptions before deciding on any digital transformation.
Xiaodong Ma

Who Is Responsible for Digital Transformation?

Frontmatter
Chapter 8. The Main Driver of Digital Transformation
Abstract
In the following section, we shall describe the directors spearheading digital transformation. How does a board of directors drive digital transformation? How does a CEO construct an organizational structure, recruit and retain talents, and determine digital transformation KPIs? How does a CDO continually drive digital transformation? The list goes on.
Xiaodong Ma

How to Implement Digital Transformation?

Frontmatter
Chapter 9. Failures of Digital Transformation
Abstract
The KPIs for digital transformation are divided into two parts: capability and performance. Capability refers to the ability to build an intelligent business operating system and enhance the ability to uncover business value, while performance refers to digital transformation results. A poor transformation result is akin to a transformation failure. This Chapter provides a reference for the digital transformation of companies from the perspective of failures.
Xiaodong Ma
Chapter 10. How to Achieve Digital Transformation at Low Costs
Abstract
The profit margins of many industries have declined, especially SMEs in the manufacturing industry in recent years. Faced with many headwinds like rising labor costs, outdated management, lack of innovation, and low operational efficiency, some companies have closed and declared bankruptcy. Despite the declining economic conditions compared to prior years, the consumer sector is still maintaining robust demand, creating opportunities for companies to tap and lead in this segment.
Xiaodong Ma
Chapter 11. Six-Map Planning Method of Digital Transformation
Abstract
The six maps in the planning method of digital transformation include the strategy map, business map, requirement map, application map (data intelligence), algorithm map, and data map. Companies can sort out the business map according to their strategy map. The requirement map is generated from the business map. After sorting out the requirement map, the application map (data intelligence) is formed by integrating the digital transformation path.
Xiaodong Ma
Chapter 12. To Whom Should Digitalization Be Empowered?
Abstract
The key to a successful digital transformation lies in empowering frontline employees. Digital transformation can also empower the sales team, enhancing the efficiency of the sales staff and improving the precision of their services. It can empower the operations team, shrinking the decision-making time and creating a more precise implementation solution. It can empower the product managers, helping them to create products that better meet the consumer needs with their personal experience and data support. It can empower the finance team, helping them to set reasonable performance indicators, and enhance the overall operating efficiency of companies. It can empower the management team, boosting the efficiency of the management team in three hierarchical levels: senior management, middle management, and lower management. In addition, digital transformation can also improve the stickiness of all companies in the ecosystem, helping every company, particularly the core company, achieve more revenue.
Xiaodong Ma
Chapter 13. How Does a CDO Execute Digital Transformation?
Abstract
In the digital transformation process, the CDO is responsible for executing the decisions made by the CEO and devising a detailed plan for digital transformation.
Xiaodong Ma
Chapter 14. How Does a CTO/CIO Control Digital Transformation?
Abstract
Regardless of standardizing data specifications or bringing in data technologies, the implementation results of digital transformation will be affected to a certain extent. All these require the CTO/CIO to control in an overall manner. Apart from having many relevant technological capabilities and closely monitoring the latest development trends of technologies, the CTO/CIO must also emphasize how to select solutions for digital transformation, review the data assets and organize the technical team.
Xiaodong Ma
Chapter 15. Insights from Alibaba’s Digital Transformation
Abstract
As an advocate and pioneer in digital transformation, Alibaba (abbreviated as “Ali”) has led the industry in successfully achieving digital transformation. The immeasurable benefits of its successful transformation have encouraged many companies to delve into digitalization proactively. The digital transformation of Taobao, in particular, has provided endless references and takeaways for other companies. This Chapter further outlines these contents.
Xiaodong Ma

Critical Tools of Digital Transformation—Data Platform

Frontmatter
Chapter 16. The Development Phases of a Data Platform
Abstract
A data platform is a technical architecture that generates value from data-driven businesses. In 2019, it was known as a “data platform” in the first year of a new digital era, and every internet company has competitively launched its data platform.
Xiaodong Ma
Chapter 17. Interpretation of the Role of a Data Platform
Abstract
As the saying goes, a thousand readers have a thousand Hamlet. Similarly, the value of a data platform interpretation by different roles in the internal departments of companies is also different. We analyze the interpretation of a data platform from the five perspectives of a managing director, CEO, CTO/CIO, IT architect, and data analyst.
Xiaodong Ma
Chapter 18. Five Elements of a Data Platform
Abstract
The five elements of a data platform are data, business, algorithm, application, and organization, respectively. These five elements must properly execute the data platform's basic requirements, which is key to helping companies reasonably employ the digital platform.
Xiaodong Ma
Chapter 19. Implementation Path of a Data Platform
Abstract
It is most important to enable a true data platform implementation to achieve digital transformation. After properly preparing the necessary work in the early phase, including data governance, system construction, talent allocation, and others, the next step is the essential implementation of the data platform. Companies must first grapple with the three key factors in the construction of the data platform: having a correct data construction approach, a clear understanding of the construction concept, avoiding the construction misconceptions of the data platform, and achieving digital transformation with the lowest costs possible.
Xiaodong Ma

Case Studies of Digital Transformation

Frontmatter
Chapter 20. Marketing Cloud Intelligence Helps New Retail Companies Achieve Transformation
Abstract
There are four phases of marketing development for new retail companies: from independent marketing campaigns to capturing business opportunities by utilizing the information management system and precision marketing, and finally to achieving an enclosed loop for automated marketing revolving around the user assets.
Xiaodong Ma
Chapter 21. Building a Marketing Intelligence System for New Retail Companies
Abstract
New retail companies adhere to users’ principles, restructuring the interpretation of “People, Goods, and Scenarios” and providing brand new consumer products and services.
Xiaodong Ma
Chapter 22. A Renowned Retail Company Creates an Industrial Internet Platform
Abstract
A renowned retail company has made a crucial breakthrough to overcome its sales bottlenecks by constructing an industrial internet platform. It has finally created a data intelligence business of its own.
Xiaodong Ma
Chapter 23. A University Builds a Digital Campus
Abstract
Data analytics has become an essential means of making scientific decisions. Decisions and actions purely based on experience and intuition have gradually disappeared. Big data is becoming a new highlight in corporate competition. Every industry has to use big data technologies. Companies not concerned about the data-driven business model eventually become obsolete in the market.
Xiaodong Ma
Chapter 24. An Urban Merchant Bank Builds a Digital Bank
Abstract
The banks’ informatization construction began in the 1990s of the twentieth century, and the technical informatization deployment of most Chinese banks was implemented comprehensively. In the DT era, however, the banking industry’s data intelligence performance lagged behind the e-commerce industry.
Xiaodong Ma
Backmatter
Metadata
Title
Methodology for Digital Transformation
Author
Xiaodong Ma
Copyright Year
2023
Publisher
Springer Nature Singapore
Electronic ISBN
978-981-19-9111-0
Print ISBN
978-981-19-9110-3
DOI
https://doi.org/10.1007/978-981-19-9111-0