This summary report identifies what are crucial dimensions or elements when undertaking digital transformation within your organization. DTS interviewed 38 of the brightest digital minds across APAC including folks from Google, Facebook, eBay, comScore, Allianz, AGL, NAB, Sparkline, CompeteShark and many more. For a complete copy of the research project contact marcelo@dtscores.com

1. 29%
27%
24%
20%
People, Culture
and Structure
Digital Strategy
Technology
Platforms and
Systems
Measurement and
Information
Management
Understanding
Digital Transformation
According to a recent article by eMarketer1, most
executives agree that Digital Transformation is
vital in the competitive landscape to “keep pace
with disruptive technologies and evolve with
shifting consumer expectations”. However,
despite it being considered a necessary part of the
current business landscape, many executives have
difficulty understanding Digital Transformation or
its key drivers to growth.
We define Digital Transformation as the process
of organisational change through the use of digital
technologies and business models to improve
performance. The purpose of this report is to
outline factors driving Digital Transformation, and
provide a framework for measuring it within the
current business landscape
About the research
We engaged 38 experts from a range of
organisations, including leading global digital
companies, financial institutions and
data/research businesses, to understand their
experience with Digital Transformation.
Almost all participants (82%) were Director-level
or above, from both small and large
organisations, covering a range of sectors
including technology, business services, media &
entertainment, government and financial services.
Importantly, many of these businesses considered
themselves a ‘digital native business’, with 42%
completely transformed, while the remaining 58%
still undergoing some digital transformation.
State of Digital Transformation of
Participating Organisations
Why do businesses undertake Digital
Transformation?
The key driver for Digital Transformation is
increased performance.
According to our experts, automation of business
processes and cost savings of business operating
expenses were the most-common performance
improvements. A similar number of participants
also benefited from enhanced information and
decision making, as a result of Digital
Transformation.
More than half of participants recognised
improved customer service, and diversified their
customer touch-points. Interestingly, half of the
businesses also benefited from incremental
revenue streams and access to new markets
through Digital Transformation.
Performance Improvements of Digital
Transformation
What are the key dimensions of Digital
Transformation?
We asked our experts to rank the four key
dimensions of Digital Transformation. Our results
showed that ‘People, Culture and Structure’
contributed the most to Digital Transformation,
while ‘Measurement and Information
Management’ contributed the least.
Key Dimensions of Digital Transformation
%
Automation of business processes 79%
Cost savings of operating expenses 76%
Enhanced information and decision making 74%
Improved customer service 55%
Diversification of customer touch points 53%
Direct access to customers 50%
Incremental revenue streams 50%
Access new markets 47%
Simplification of operating models 42%
Increase customer lifetime value 39%
1. SOURCE : eMarketer : What Is Digital Transformation, and What Does It Require?
https://www.emarketer.com/Article/What-Digital-Transformation-What-Require/1015854
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M A Y 2 0 1 7
42%
32%
16%
11%
0%
Completely transformed
Mostly transformed
Somewhat transformed
A little transformed
Not at all transformed

2. Interestingly, those businesses that were ‘more
transformed’ placed greater emphasis on ‘People,
Culture and Structure’, while those that were ‘less
transformed’ placed more importance on ‘Digital
Strategy’ and ‘Technology, Platforms and
Systems’.
What were the top 3 drivers for each
dimension?
We also asked our experts to determine the
relative importance of drivers for each dimension
– providing a score for each driver out of 10.
People, Culture and Structure
‘Strong Leadership and Digital Advocacy’ by
Senior Executives was considered the strongest
driver for People, Culture and Structure – and it
was also the strongest of all the drivers we tested.
‘Digital competency and expertise’ within senior
management and broader roles, as well as
‘Coaching and development’ in relation to digital
technologies and business processes, was also
ranked highly.
Digital Strategy
In terms of ‘Digital Strategy’, our experts believed
that a ‘Customer-First Strategy’ that can be clearly
articulated by employees was most important for
success. There was also strong emphasis on
‘Privacy and Security Policies’, as well as ‘Mobile
channel optimisation’ across web and apps.
Technology Platforms and Systems
In terms of ‘Technology’ drivers, our experts
suggested that ‘Data Systems’ were the most
important – especially by those who claimed to
be most-knowledgeable about Digital
Transformation. Other key ‘Technology’ drivers
for Digital Transformation included the ‘Marketing
Stack’ and the use of ‘Digital Tools for Customer
Service’.
Measurement and Information Management
The ‘Measurement’ drivers were aligned with
drivers in other dimensions. ‘Customer
Experience (CX) Measurement’ was considered
most important by the experts, and helped to
deliver to a ‘Customer-First Strategy’. ‘Clear and
Transparent Communication’ by executives was
also key, as well as having accessible
measurement of the ‘Financial Impact of the
digital strategy and investments to drive focus.
What does this mean for businesses
undergoing Digital Transformation?
Given the current business climate of disruption,
it’s never been more important to understand
Digital Transformation.
This research shows that Digital Transformation is
underpinned by a mix of people, technology,
strategy and measurement, driven by strong
leadership, a customer-first strategy and
supported by data systems and transparent
information. But as the old management adage
tells us – you can’t manage what you don’t
measure – and it is vital for businesses to track
and benchmark their Digital Transformation to
ensure they remain competitive within their
industry.
About DTS
DT Scoring is a digital measurement company focussed
on understanding the impact of Digital Transformation
in the current business landscape. It produces the
Digital Transformation Score (DTS) to enable
businesses to maintain a quarterly pulse on how their
respective digital strategies are performing, relative to
competitor benchmarks.
For more information, contact Marcelo Silva
(marcelo@dtscores.com).
Score
Strong Leadership and Digital Advocacy 9.3
Digital Competency and Expertise 8.9
Coaching and Development 8.7
Score
Customer-First Strategy 8.9
Privacy and Security Policies 8.5
Mobile Channel Optimisation 8.3
Score
Data Systems 8.9
Marketing Stack 8.3
Digital tools for Customer Service 8.2
Score
Customer Experience (CX) Measurement 8.9
Clear and Transparent Communication 8.7
Measurement of Financial Impact 8.4
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