Digital Transformation

Increasing investments in digital transformation have the potential to provide an impetus for innovation success. Enabling digital transformation technologies include artificial intelligence (AI), machine learning, robotics, extended reality, the Internet of things (IoT), and smart products. As a case in point, artificial intelligence based data analytics can enhance the efficiency and effectiveness of managing customer relationships.

Similarly, smart products can facilitate innovative servitization-based strategies to improve revenue streams. Because digital technologies enable organizations to take advantage of and create new opportunities, such technologies can impact business models, transform competitive landscapes, and disrupt entire industries.

Accordingly, the Center aims to motivate further exploration of the connection between the digital transformation of marketing processes and innovation-based outcomes.

Customer Journey icon illustration with six country flags

Research Insight

To Design Customer Journey in Global Markets: Understand Cultural Differences

Hyoryung Nam, Syracuse University

virtual fitting room

Research Insight

Want Customers to ‘TRY IT ON’? Use Virtual Fitting Rooms

Guiyang Xiong, Syracuse University

Doodle illustration of complex business processes

Research Insight

Introducing a Business Process Innovation? Focus on Implementation

K. Sivakumar, ’92 Ph.D., Lehigh University 

Executive Perspective

To Enhance OOH Advertising Effectiveness Use Mobile Based Targeting

John Laramie, CEO, Project X Media

laptop screen running a machine learning algorithm with interactive screen

Research Insight

Want to Augment a Product’s Aesthetic Design? Use Machine Learning

Research Seminar by John Hauser

Person buys tickets online using smartphone app

Research Insight

Is Your Mobile Application Lifting Your Online Ticket Sales?

Meheli Basu, Syracuse University

Person wearing VR headset extends hand with digital pencil for interactive touch over air

Research Insight

Want to Improve Your Product Design Process? Use Extended Reality Technologies

Ralf Schneider, Syracuse University

Executive Perspective

Use Big Data and Predictive Analytics to Drive Innovation

Kirk Andreae, CEO, Clarke Power Services

Executive Perspective

Capitalize on the Digitization of Outdoor Advertising with Automation Platforms

John Laramie, CEO, Project X Media

Research Insight

How Digital Transformation Technologies Will Drive Innovation Opportunities

Jagdish Sheth, Emory University

Playoffs schedule for tournament bracket

Research Insight

Want to Successfully Manage Innovation Tournaments?

Hyoryung Nam, Syracuse University 

Eye and digital binary code to show surveillance of web users

Executive Perspective

Rescuing Digital Advertising from Extinction: The Innovation Challenge

Eli Seggev, ’69 Ph.D., Seggev Consulting