The Digital Transformation Playbook: Rethink Your Business for the Digital Age

Mindsets and the Power of Brands, Columbia Business School and Aimia, October 2015, 
http://www8.gsb.columbia.edu/globalbrands/research/future-of-data-sharing.
10. Eric Von Hippel, “Lead Users: A Source of Novel Product Concepts,” Manage-
ment Science 32 (1986): 791–806. doi:10.1287/mnsc.32.7.791.
11. Alexandre Choueiri, telephone interview with author, June 10, 2014. 
12. Anca Cristina Micu, Kim Dedeker, Ian Lewis, Robert Moran, Oded Netzer, 
Joseph Plummer, and Joel Rubinson, “Guest Editorial: The Shape of Marketing Research 
in 2021,” Journal of Advertising Research 51, no. 1 (March 2011): 213–21.
13. Oded Netzer, Ronen Feldman, Moshe Fresko, and Jacob Goldenberg, “Mine 
Your Own Business: Market-Structure Surveillance Through Text Mining,” Marketing 
Science 31, no. 3 (2012): 521–43.
14. Rachael King, “Sentiment Analysis Gives Companies Insight Into Consumer
Opinion,” BusinessWeek, March 1, 2011, http://www.bloomberg.com/bw/stories/2011–03 
–01/sentiment-analysis-gives-companies-insight-into-consumer-opinionbusiness 
week-business-news-stock-market-and-financial-advice.
15. Ki Mae Heussner, “Meet the Startup Helping Sites Like Fab and Etsy Court 
Their Customers,” Gigaom, June 4, 2012, https://gigaom.com/2012/06/04/meet-the 
-startup-helping-sites-like-fab-and-etsy-court-their-customers/.
16. Steven Rosenbush and Michael Totty, “How Big Data Is Changing the Whole 
Equation for Business,” Wall Street Journal, March 11, 2013, http://www.wsj.com/news 
/articles/SB20001424127887324178904578340071261396666.
17. Alice Lee, “How Health Care ‘Hotspotting’ Can Lower Costs, Improve Quality,” 
The Aspen Idea Blog (blog), The Aspen Institute, October 2, 2014, http://www.aspen 
institute.org/about/blog/how-health-care-hotspotting-can-lower-costs-improve-quality.

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18. Atul Gwande, “The Hot Spotters,” New Yorker, January 24, 2011, http://www 
.newyorker.com/magazine/2011/01/24/the-hot-spotters.
19. Mukund Kaushik, “Client Perspective” (panel discussion at the IBM Think 
Marketing CMO Executive Leadership Forum, New York, April 10, 2014).
20. Jo Boswell, telephone interview with author, August 9, 2015. 
21. David Williams, “Connected CRM: Delivering on a Data-Driven Business 
Strategy” (speech given at Columbia Business School’s Annual “BRITE” Conference, 
New York, March 3, 2014).
22. Boswell, telephone interview.
23. Mike Weaver, “How Data and Insights Are Evolving Digital Consumer Engage-
ment” (speech given at the IBM ThinkMarketing CMO Executive Leadership Forum, 
New York, April 10, 2014).
24. David Rogers and Don Sexton, “Marketing ROI in the Era of Big Data: The 2012 
BRITE/NYAMA Marketing in Transition Study,” Columbia Business School Center on 
Global Brand Leadership, March 2012, http://www8.gsb.columbia.edu/globalbrands 
/research/brite-nyama-study.
25. Jose van Dijk, “Client Perspective” (panel discussion at the IBM ThinkMarketing 
CMO Executive Leadership Forum, New York, April 10, 2014).
26. Anindita Mukherjee, “Social Spending: Measuring the ROI of Tweets, Posts, 
Pics, and 6-Second Vids” (speech given at The Economist’s “The Big Rethink: The 
360-Degree CMO” Conference, New York, March 13, 2014).
27. From a fascinating insiders’ account of the Sony Pictures data hack, in an in-
terview with CEO Michael Lynton, “They Burned the House Down,” Harvard Business 
Review, July–August 2015, 113.
5. Innovate by Rapid Experimentation
1. Scott Anthony, “Innovation Is a Discipline, Not a Cliché,” Harvard Business 
Review, May 30, 2012, https://hbr.org/2012/05/four-innovation-misconceptions.
2. Kaaren Hanson, “Creating a Culture of Rapid Experimentation” (speech given 
at Columbia Business School’s Annual “BRITE” Conference, New York, March 4, 2013).
3. Ibid.
4. Ibid.
5. Ibid.
6. Nathan R. Furr and Jeffrey H. Dyer, The Innovator’s Method: Bringing the Lean