Top Story

Home >> Digital >> Article Presented By, IDMA - Mathrubhumi.com presents e4m's IDMA 2018, gold partner - Republic TV           Techमंच - exchange4media presents Techमंच - Digital Conference 2018, gold partner - Mathrubhumi.com

LinTeractive launches proprietary framework-‘Deep Digitisation’ for digital transformation

01-June-2016
Font Size   16
LinTeractive launches proprietary framework-‘Deep Digitisation’ for digital transformation

LinTeractive, the digital arm of MullenLowe Lintas Group, unveiled a proprietary framework named Deep Digitisation at a major regional industry event today, in Singapore.

Digital Transformation is a subject gaining currency, both as an opportunity and a cause-of-concern, across the industry over the past year. LinTeractive’s framework, Deep Digitisation, looks at re-imagining organisations for a digitized environment, leading to transformation as the outcome.

Eight months ago, the agency set up a task-force of technologists, designers, analysts and strategists, to develop approaches that could help large organisations evolve for a digitised environment. The team, led by Sumanta Ganguly, Executive VP – LinTeractive, came up with several hypotheses and some prototypes that eventually led to the Deep Digitisation framework. The agency claims to have tested alpha versions of it with some of its existing clients to establish applicability and robustness.

Vikas Mehta, Group CMO and President, Marketing Services – MullenLowe Lintas Group says, “We’ve been in several conversations with clients about Digital Transformation over the past months. A pattern seems to be emerging, where a discussion with CMOs quickly evolves to include the CTOs and the CEOs as crucial players who need to come together to drive digitisation. While there are several offerings in the market that promise digital transformation, they come from either consulting or technology firms. Each has its own strengths, but almost all of them fall short of building an ecosystem around every company’s most important asset, its customers. This observation led us to start working on a model that could put users (including consumers), at the heart of an organisation’s digital ecosystem.”

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:

- Unify the organization to create seamless interactions within, and among user groups

- Build out a content engine to constantly drive these interactions

- And finally, it creates a roadmap to scale through a platform stack to facilitate collaboration in a modular fashion

Speaking of the launch, Ganguly said, “Most of today’s successful companies were born in an era of competition. They are organised around competencies and structured to create competitive advantage. Their digital pursuits are reflective of this reality where every department is driving multiple digital efforts simultaneously. But when you add them all up, it ends up with common gaps, as well as duplicated efforts. In an era of collaboration, the whole company needs to come together as one, and create a seamless experience for every user group. We’ve attempted to achieve that through Deep Digitisation. The framework helps companies reorganize around their existing structures and yet, have a unified approach to digital transformation.”

As per the Deep Digitisation framework - digital transformation is the outcome of an ecosystem of platform play that sets the stage for consistent innovation.

Applied to organisations, the approach is semi-structured and leads to a customised solution in each instance. Ganguly added, “What we’ve seen with most use-cases so far, it’s about two-thirds constant where the modules are plug-and-play, and one-third bespoke. The customization varies depending on the scale, complexity and ambition of the company.”

Creating the Deep Digitisation roadmap for a company requires about 6-8 weeks of intense immersion into a client’s organisation, 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.LinTeractive aims to work with 3-4 clients this year, on this module.

Tags LinTeractive Deep Digitisatio Sumanta Ganguly

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Abraham Thomas, CEO of Radio City, and L V Krishnan, CEO, TAM Media Research, talk to exchange4media about a recent Nielsen report on radio

The announcement was made by the third judge of the Madras High Court, with an order expected later this evening.

Sanjay Goyal talks to exchange4media about the fast changing norms at companies, the current employment scenario and what would a workplace be like by 2025.