Publisher's Synopsis
Whilst the behaviour of consumers today has changed beyond all recognition due to digital technology and data, the drivers behind this remain rooted in the same analogue needs and motivations that have always been at the heart of all human behaviour and unlocking these analogue factors is the key to delivering digital transformation and business success. Updated from the original version and including several new chapters plus a perspective on the current hot topics of programmatic advertising and data this is a must read for anyone serious about delivering digital transformation and business success.
