I was in London last week for the Adobe Summit.

I got the chance to speak with David Edelman, McKinsey Digital. Not only is Edelman a Top 5 LinkedIn Influencer, but also the global co-lead at McKinsey Digital. And before that, he worked at both Digitas and Boston Consulting Group. I asked him to quite simply give me his thoughts on how to stay on top of the digital shift.

Here’s a summary of our conversation:

Interview Notes

David Edelman
Topic 1: Mobile first strategies.

Many companies are still treating their mobile strategy as an add-on when the mobile actually serves more and more as both a starting- and end point for the customer decision journey. The customer’s mobile experience is too often overlooked or setup without a solid strategy.

Many companies are still treating their mobile strategy as an add-on when the mobile actually serves more and more as both a starting- and end point for the customer decision journey. The customer’s mobile experience is too often overlooked or setup without a solid strategy.

Topic 2: Advanced search.

Today, we often associate search with textual input. But emerging technologies are showing great promise when it comes to searching for images, sound, and location. As algorithms get even more sophisticated, the search systems will be more potent when it comes to predicting and understanding what the customer is searching for.

Topic 3: Machine learning.

Organisations must not only harvest customer data but also, be able to detect patterns and to leverage predictive modelling on a massive scale. Edelman predicts that running tests continuously on all aspects of business will be crucial for successful enterprises.

Topics 4: Large-scale testing.

Testing is extremely important in managing the shift to digital. Edelman advises his clients to allocate 20 percent of digital budgets for test programs on a massive scale. You beat your competitors in the digital game by constantly evolving your business iteratively — based on real customer data analysis.

Topic 5: The multi-channel customer journey.

Organizations must find ways to keep tabs on their customers across channels to give them a coherent and efficient experience as they form their opinions and make their decisions. This transition doesn’t have to take all that long to make since software companies like Adobe are developing tools to track the customer decision journey online, especially the transition between mobile and other channels.

Topic 6: Aligning leadership.

A digital first strategy requires a committed leadership. Digital isn’t just more, it’s different. And this is something the C-level must get behind. Putting digital on top of the agenda shouldn’t be a big step for leaders of today and now is the time to really start unlocking the potential of the digital shift.

Were you at the Adobe Summit 2014? Please share your insights from the conference in the comment section.

Notes from my talk with David Edelman, McKinsey Digital.

Photo by Jamie Davies on Unsplash.

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Elia Morling
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Elia Morling

Jerry, that does sound like a rewarding conference visit! The multi-channel customer journey, and leadership are both valid points. However “the testing” is the real trend and shift from my perspective.

I actually think 20% sounds very low. With a data-driven hypothesis driven approach, and a growth hacker mindset, this could be as high as 100%. Depending on where you draw the “testing” line of course.

A great testing routine is, regularly:
1) collect & analyze your data as well as KPI. Answer the ‘why’ question
2) select one KPI that will be the primary focus
3) design and run growth hacks that you presume will have an impact
4) document all hacks and what you learnt
5) loop around