In December, the consultancy consolidated its digital divisions into Accenture Digital, an arm that includes its CMO advisory Accenture Interactive and mobility and analytics services. This move followed the acquisitions of design and creative agency Fjord and ecommerce services company Acquity Group.
As Joanna O’Connell, research director at AdExchanger, illustrated in her study, “organizations face myriad challenges in moving to a data-driven model of customer-centric marketing, not the least of which is cultural – and, as often follows, organizational change.”
While a CMO Insights study by Accenture Interactive estimated that digital will account for 75% of CMO marketing budget in the next five years, 79% of those surveyed do not believe their company is properly equipped to handle this shift.
Glen Hartman, Accenture Interactive’s global managing director of digital transformation, spoke with AdExchanger.