Unit 4: Implementation

Chapter 11 reviews how organizations can implement digital by aligning their core values with business goals, and then operationalize these values and goals with actionable digital strategies, tactics, and tools. Chapter 12 examines the impact of organizational structure and policy on digital alignment and transformation. Chapter 13 analyzes various methods and tools organizations can use to accurately measure and evaluate digital marketing ROI.

Chapter 11: Digital Alignment

Chapter 12: Structural Integration