Driving Digital Strategy

Index

accelerators, 207

Accenture, 57

AccorHotels, 117, 123–126

acquisitions, 208

ad-blocking software, 156

additive manufacturing, 103–108

Adidas, 105

Adobe, 9, 190–191, 196

Acrobat, 72

freemium strategy, 151–152

internal operations at, 199–201

transition management at, 193–195

advertising, 150–151. See also marketing

Amazon, 16

annoying, 155–156, 160, 165

attention spans, 172

attribution and, 9, 180–182

banner ads, 143

click-through rates of, 9

correlation vs. causality and, 174–180

digital, 173

engagement and persuasion in, 166

engaging consumers and, 155–172

mobile, 37–39, 156–160

online–offline interaction in, 184–185

personalization and retargeting of, 143–144

providing value in, 156, 158–160

snackable content and, 172

story making in, ...