The report suggests that companies need to transform themselves to attract and engage customers with real, omnichannel journeys. The authors highlight the importance of embracing digital marketing and transforming the marketing organization to be more agile and customer-focused. They also suggest the use of open-data platforms as a potential digital breakthrough. The report acknowledges the support and valuable input of Aurelia Bettati, Johan Treutiger, and Clemens Schwaiger.
