LinTeractive, the digital arm of MullenLowe Lintas Group, has take a lead and unveiled a proprietary framework namely Deep Digitisation which claims to look at re-imagining organizations for a digitized environment, leading to transformation as the outcome.
A task-force of technologists, designers, analysts and strategists, led by Sumanta Ganguly, came up with several hypotheses and some prototypes that eventually led to the Deep Digitisation framework.
What makes this framework unique is answered by Vikas Mehta, group CMO & president, marketing services, MullenLowe Lintas Group.
While several offerings in the market promise digital transformation, they come from either consulting or technology firms. Almost, all of them fall short of building an ecosystem around every company’s most important asset, its customers.
Deep Digitization is thereby a model that put users (including consumers), at the heart of an organisation’s digital ecosystem.
As a practitioners wisdom, any conversation about digital transformation starts with CMOs but quickly evolves to include the CTOs and the CEOs as crucial players who need to come together to drive digitisation, Vikas adds.
How it Does it?
Applied to businesses, Deep Digitisation clusters multiple stakeholders as user groups, and puts them at the core.
Post that, it intervenes with the company’s work-flows in three ways:
- Unifies the organization to create seamless interactions within, and among user groups
In an era of collaboration, the whole company needs to come together as one, and create a seamless experience for every user group.
- Builds out a content engine to constantly drive these interactions
- Creates a roadmap to scale through a platform stack to facilitate collaboration in a modular fashion
As per Ganguly, who led to the creation of this proprietary framework, digital pursuits are reflective of reality, where every department tends to drive multiple digital efforts simultaneously. But when you add them all up, it ends up with common gaps, as well as duplicated efforts.
The Deep Digitisation Promise
- As per the Deep Digitisation framework – digital transformation is the outcome of an ecosystem of platform play that sets the stage for consistent innovation.
- Creating the Deep Digitisation roadmap for a company requires about 6-8 weeks of immersion into a client’s organization, while implementation can last upto a year.
- This module is especially useful for companies that are about to take the next leap of growth as also for large organisations that operate in diversified fields but prefer that their verticals work in a collaborative manner so that the final outcome augurs well for all.