Given the industry and nature of business, a company may pursue any combination of depth and detailing when collecting customer-based information. This can be used to measure performance, improve activities and create new offerings.
Digital transformation is a long and usually overdue process for most companies. Starting it with clear goals enables the firms to capitalize on their strengths and building capabilities that can offer long-term benefits.
¹Kumar, Ashish, et al. “From Social to Sale: The Effects of Firm-Generated Content in Social Media on Customer Behavior.” Journal of Marketing 80.1 (2016): 7-25. http://journals.ama.org/doi/abs/10.1509/jm.14.0249
²Leeflang, Peter SH, et al. “Challenges and solutions for marketing in a digital era.” European management journal 32.1 (2014): 1-12. http://www.sciencedirect.com/science/article/pii/S0263237313001576