CANNES — Asia is big, but the scale of its digital transformation right now is bigger. In fact, businesses there are pushing to make their operations digital at such a clip that the process risks breaking down.

That is according to one digital ad agency boss who says there is a need for marketers to think more clearly about their digital journey.

“A huge topic of conversation in Asia right now is digitizing businesses, and also digitizing business models,” says Wunderman’s APAC CEO Caspar Schlickum in this video interview with Beet.TV. “There’s a huge amount of innovation happening.

“Digital transformation and accountability is a big topic right now. And it’s become such a big topic, but it’s almost impossible to define. It’s so big… it means so much that it almost means nothing.”

But Schlickum doesn’t leave it there. He attempts to put some something back on the nothing of digital break-down.

For many Wunderman clients, Schlickum says the agency encourages three strategic considerations:

  1. Commerce, and eCommerce: “Making sure that you’re engaging with your customer, getting that last-mile interaction right.”
  2. Customer journey: “A much clearer understanding of the full customer experience journey and really understanding, ‘What are people’s experiences at each touchpoint, and how do you maximize the value of the interaction at each of those touchpoints?'”
  3. Data strategy: “Data is so important in instructing and informing the decisions that technology is making, that, without a solid data strategy, you’re just stabbing in the dark.”

This video is part of a series produced by Beet.TV at Cannes Lions 2018 about advertising accountability presented by Mediaocean. Please find more videos from this series here.