The effects of digital disruption examined by Vittorio Massone

Digital disruption causes changes in customer personalization and business decisions, creating new communities. In relation to the ongoing digital revolution, hyper-connectivity, data proliferation, quantum leap in computational speed and machine learning cause digital disruption, i.e., the crumbling of traditional business models. This is pointed out by Vittorio Massone, manager with a long career in the field of business consultancy, innovation and digital transformation, who in a recent study has focused on the effects generated by the so-called digital disruption.
In this regard, says the digital transformation expert, it is significant to report that one of the main changes is due to customer personalization: in other words, using the data collected on the various subjects, the supply and the relationship with the customer become personalized. This innovation destroyed one of the marketing dogmas of 20 years ago, namely the impossibility of changing consumer purchasing behavior.
Digital disruption, continues Vittorio Massone in his intervention, influences business models also in company decisions: thanks to the availability of data and complete automation, in fact, the choices of a company become very fast and increasingly accurate. There are no instincts or ego involved, he explains, only data and a continuous analysis of the feedback of these decisions. In order to make the most of these potentialities, suggests the manager and current Vice Chair of the Board of Directors of Alkemy, company rhythms and programs must become faster.
Vittorio Massone finally proposes a reflection inherent to the theme of community: specifically, he has the opinion that, by creating an aggregation platform, it is possible to initiate and monetize large-scale viral phenomena, with a limited need for intervention by the manager of the platform itself. Thus, communities are created where content is generated and shared by users themselves and this allows to create business models that act as intermediaries between supply and demand, exploiting the needs of unsatisfied consumers.

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