UNIT V

DIGITAL TRANSFORMATION
1. Define digital transformation.

Digital transformation is the process of using digital technologies to create new — or modify
existing — business processes, culture, and customer experiences to meet changing business
and market requirements.
Digital transformation is the process of using digital technologies to transform existing
traditional and non-digital business processes and services, or creating new ones, to meet
with the evolving market and customer expectations, thus completely altering the way
businesses are managed and operated, and how value is delivered to customers.

2. What are the 4 main areas of digital transformation?

The 4 Main Areas of the Digital Transformation Process:

• Process Transformation.
• Business Model Transformation.
• Domain Transformation.
• Cultural/Organizational Digital Transformation.
3. Give an example for digital transformation.

• IT Modernization such as switching to a cloud environment,

• Being remote-ready,
• Reskilling employees,
• Implementing automation to accelerate customer support and service,
• Using AI-driven insights to enhance sales efficiency.
4. List some Real-world examples of digital transformation.

• The digital transformation of Netflix.

• NIKE's Digital Transformation through SNKRS App.
• Starbucks Using AI Technology to Enhance Customer Satisfaction.
• AUDI's Digital Showroom.
• Adobe's Digital Transformation.
5. List the 3 R's of digital transformation.

• Reimagine,
• Roadmap,
• Results.
6. List the 3 P's of digital transformation.

• People first,
• Process second,
• Platform/technology third.
7. List the 5 A's of digital transformation.
• Audience,
• Assets,
• Access,
• Attribution,
• Automatisation.
8. Which stages are involved in digital transformation?
• Business as usual,
• Present and active,
• Formalized,
• Strategic,
• Converged,
• Innovative and adaptive.

9. Which challenges are arisen during digital transformation?

• Security concerns
• Budget constraints
• Upskilling and recruitment
• Lack of expertise
• Continuous evolution of customer needs
10. What does 4.0 digital transformation refer to?

4.0 Digital Transformation refers to the integration of advanced technologies from Industry
4.0 into business operations. It focuses on automation, data-driven decision-making, and
smart technologies. Key aspects include:
1. Internet of Things (IoT) – Connecting devices and systems for real-time data
exchange.
2. Artificial Intelligence (AI) & Machine Learning – Enhancing automation and
predictive analytics.
3. Big Data & Analytics – Using large datasets to improve efficiency and customer
experiences.
4. Cloud Computing – Enabling scalable and remote digital infrastructure.

11. List the benefits of digital transformation.

• Reduce Costs,
• Improve Product and Service Quality,
• Improve Time-to-Market,
• Drive Growth,
• Improve the Customer Experience,
• Enhance Company Culture,
• Make Data-Driven Decisions.
12. What are the different types of digital attribution?
 First-Touch Attribution – Assigns 100% credit to the first interaction a user had with the
 brand.
 Last-Touch Attribution – Gives full credit to the last interaction before the conversion.
 Linear Attribution – Distributes credit equally across all touchpoints in the customer
journey.
 Time-Decay Attribution – Gives more credit to interactions closer to the conversion,
with earlier touchpoints receiving less credit.
 Position-Based (U-Shaped) Attribution – Assigns 40% credit to both the first and last
interactions, with the remaining 20% distributed among the middle interactions.
 W-Shaped Attribution – Assigns 30% credit each to the first, middle (lead creation),
and last interactions, with the remaining 10% spread among other touchpoints.
 Custom Attribution – Businesses create a tailored model based on their unique data and
goals.
 Data-Driven Attribution (AI-Based) – Uses machine learning to analyze real user
journeys and determine the actual impact of each touchpoint.

13. Define channel attribution (OR) Define multi-channel attribution in digital

marketing?
Channel Attribution, also known as Multi-Channel Attribution, is the process of identifying
and assigning credit to different marketing channels that contribute to a customer's conversion
(purchase, sign-up, etc.). It helps businesses understand which channels (e.g., social media,
email, paid ads, organic search) play a role in driving customer actions.

14. Define web analytics. (Apr-May 2024) (Nov-Dec 2023) (Nov-Dec 2024)

Web analytics refers to the process of collecting website data and then processing, reporting,
and analyzing it to create an online strategy for improving the website experience. The
process of web analytics is the collection and use of data from a website.

15. What are the steps of Digital Marketing Data Analysis Strategy to Drive Business
Growth? (Nov-Dec 2024)

• Define a Problem,
• Set Data-Driven Goals,
• Collect Accurate Data,
• Make Informed Changes,
• Experiment and Advance,
• Assess and Pivot.
16. List the recent trends in digital marketing.

• Artificial Intelligence (AI),

• The new wave of influencer marketing,
• Personalized marketing,
• Short-form video content,
• Multi-channel social media marketing,
• Linkedin,
• Google Analytics 4,
• Gen Z.
17. What do you mean by Digital Divide? (Apr- May 2024)
Digital Divide refers to the gap between individuals, communities, or regions that have
access to modern digital technologies (like the internet, computers, and smartphones) and
those that do not. This divide can be due to factors such as income, education, geography, or
infrastructure.

18. What is Omni channel marketing? (Nov-Dec 2023)

Omni-channel marketing is a strategy that provides a seamless and integrated customer

experience across all channels and touchpoints, both online and offline. It ensures that
customers can interact with a brand through various platforms—such as websites, social
media, physical stores, and mobile apps—while receiving a consistent message and
experience.

Part B
1. Digital transformation is more about strategy and new ways of thinking- Explain how
it is happening with suitable examples. (Nov-Dec 2023)
2. Discuss on the recent trends in digital marketing in India based on your experience as
a young customer. (Apr-May 2024) (Nov-Dec 2023)
3. What do you mean by CRM? Write about the importance of CRM in Digital
marketing with an example. (Apr-May 2024)
4. Think of launching a new product digitally in any category of your liking and explain
how you would develop the four digital media planning elements. (Nov-Dec
2023)
o market research
o website development
o online advertising and
o social media marketing for launching the new product.
5. Explain the concept of digital transformation and channel attribution in marketing.
How can analytics help businesses optimize their strategies?
6. Discuss the role of Google Ads, Email Marketing, Mobile Analytics, and Social
Media Analytics in digital marketing. How do these analytics tools support decision-
making?
7. How can businesses adjust their marketing strategies based on data analysis? Provide
examples of techniques such as A/B testing and campaign optimization.
8. Analyze the recent trends in digital marketing, including AI, voice search
optimization, influencer marketing, and video content. How do these trends impact
marketing strategies?
9. Evaluate the significance of data privacy and security in digital marketing. How can
businesses ensure compliance with regulations like GDPR and CCPA while
maintaining effective marketing strategies?
10. Discuss the impact of interactive content (quizzes, polls, etc.) and shoppable content
on customer engagement and conversion rates.
11. Examine the role of customer experience (CX) and personalization in digital
marketing. How can businesses leverage customer data to improve their marketing
efforts?
12. Discuss the concept of digital transformation and channel attribution with its
significance in reshaping business operations and customer experiences with
examples. (Nov- Dec 2024)
13. Analyze the recent trends in digital marketing, including personalization, voice search
optimization, video marketing, AI and machine learning, and AR/VR technology.
Discuss the implications of these trends for businesses. (Nov- Dec 2024)