Home > Store

A Field Guide to Digital Transformation

Register your product to gain access to bonus material or receive a coupon.

A Field Guide to Digital Transformation

Best Value Purchase

Book + eBook Bundle

  • Your Price: $39.26
  • List Price: $67.18
  • Includes EPUB and PDF
  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    Adobe Reader PDF The popular standard, used most often with the free Acrobat® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.

More Purchase Options


  • Your Price: $27.99
  • List Price: $34.99
  • Usually ships in 24 hours.

eBook (Watermarked)

  • Your Price: $25.75
  • List Price: $32.19
  • Includes EPUB and PDF
  • About eBook Formats
  • This eBook includes the following formats, accessible from your Account page after purchase:

    ePub EPUB The open industry format known for its reflowable content and usability on supported mobile devices.

    Adobe Reader PDF The popular standard, used most often with the free Acrobat® Reader® software.

    This eBook requires no passwords or activation to read. We customize your eBook by discreetly watermarking it with your name, making it uniquely yours.



  • Provides realistic, well-structured guidance to help students succeed, every step of the way
  • Offers complete coverage of risks, challenges, and pitfalls
  • Includes a from the ground up tutorial on the fundamental concepts underlying digital transformation
  • Co-authored by best-selling IT author Thomas Erl


  • Copyright 2022
  • Dimensions: 7" x 9-1/8"
  • Pages: 288
  • Edition: 1st
  • Book
  • ISBN-10: 0-13-757184-4
  • ISBN-13: 978-0-13-757184-0

Your Complete Guide to Digital Transformation 

A Field Guide to Digital Transformation is the definitive book on digital transformation. Top-selling IT author Thomas Erl and long-time practitioner Roger Stoffers combine to provide comprehensive, yet easy-to-understand coverage of essential digital transformation concepts, practices, and technologies in the format of a plain-English tutorial written for any IT professionals, students, or decision-makers. 

With more than 160 diagrams, this guide provides a highly visual exploration of what digital transformation is, how it works, and the techniques and technologies required to successfully build modern-day digital transformation solutions.

Learn from the experts and:

  • Discover what digital transformation is, why it emerged and when to apply it
  • Identify the significant business benefits that successful digital transformations can deliver and how to turn your organization into a disruptive force
  • Prepare for and overcome the common challenges associated with digital transformation initiatives
  • Understand the data-driven nature of digital transformation solutions and how they use and continually accumulate data intelligence
  • Understand how digital transformation solutions can utilize AI technology for intelligent automated decision-making
  • Gain insight into customer-centricity and how its practices are applied as part of digital transformations
  • Explore key digital transformation automation technologies, such as Robotic Process Automation (RPA), Internet of Things (IoT), Blockchain. and Cloud Computing
  • Explore key digital transformation data science technologies, such as Artificial Intelligence (AI), Machine Learning, and Big Data Analysis and Analytics

The book concludes with a uniquely detailed and highly visual real-world business scenario that provides step-by-step insights into how a digital transformation solution works, how it utilizes data intelligence to improve customer relationship building, and how it collects new data intelligence in support of enhancing future business capabilities.

Sample Content

Online Sample Chapter

Why Undergo a Digital Transformation?

Sample Pages

Download the sample pages (includes Chapter 4)

Table of Contents

About This Book     xxvii
Chapter 1: Understanding Digital Transformation     3
(What is Digital Transformation?)     3
Business, Technology, Data and People     5
    Digital Transformation and Business     6
    Digital Transformation and Technology     7
    Digital Transformation and Data     9
    Digital Transformation and People     10
    Digital Transformation and Organizations and Solutions     11
Chapter 2: Common Business Drivers     13
(What Led to Digital Transformation?)     13
Losing Touch with Customer Communities     14
Inability to Grow in Stale Marketplaces     16
Inability to Adapt to Rapidly Changing Marketplaces     16
Cold Customer Relationships     19
Inefficient Operations     19
Inefficient Decision-Making     21
Chapter 3: Common Technology Drivers     23
(What Enables Digital Transformation?)     23
Enhanced and Diverse Data Collection     25
Contemporary Data Science     27
Sophisticated Automation Technology     29
Autonomous Decision-Making     29
Centralized, Scalable, Resilient IT Resources     31
Immutable Data Storage     33
Ubiquitous Multiexperience Access     34
Chapter 4: Common Benefits and Goals     37
(Why Undergo a Digital Transformation?)     37
Enhanced Business Alignment     39
Enhanced Automation and Productivity     42
Enhanced Data Intelligence and Decision-Making     44
Improved Customer Experience and Customer Confidence     44
Improved Organizational Agility     48
Improved Ability to Attain Market Growth     50
Chapter 5: Common Risks and Challenges     53
(What Are the Pitfalls?)     53
Poor Data Quality and Data Bias     55
Increased Quantity of Vulnerable Digital Data     55
Resistance to Digital Culture     58
Risk of Over-Automation     59
Difficult to Govern     61
Chapter 6: Realizing Customer-Centricity     63
What Is a Product?     64
What Is a Customer?     65
Product-Centric vs. Customer-Centric Relationships     67
Transaction-Value vs. Relationship-Value Actions     69
Customer-Facing vs. Customer-Oriented Actions     71
Relationship Value and Warmth     71
    Warmth in Communication     71
    Warmth in Proactive Accommodation     74
    Warmth in Customer Rewards     76
    Warmth in Exceeding Customer Expectations     76
Single vs. Multi vs. Omni-Channel Customer Interactions     77
Customer Journeys     81
Customer Data Intelligence     84
Chapter 7: Data Intelligence Basics     89
Data Origins (Where Does the Data Come From?)     90
    Corporate Data     92
    Third-Party Data     92
    Creating New Corporate Data Intelligence     92
Common Data Sources (Who Produces the Data?)     93
    Operations Data     95
    Customer Data     95
    Social Media Data     95
    Public Sector Data     96
    Private Sector Data     97
Data Collection Methods (How Is the Data Collected?)     97
    Manual Data Entry     98
    Automated Data Entry or Collection     98
    Telemetry Data Capture     98
    Digitization     99
    Data Ingress     101
Data Utilization Types (How Is the Data Used?)     101
    Analysis and Reporting     101
    Automated Decision-Making     102
    Solution Input     103
    Bot-Driven Automation     103
    Model Training and Retraining     103
    Historical Record Keeping     104
Chapter 8: Intelligent Decision-Making     105
Manual Decision-Making     107
    Computer-Assisted Manual Decision-Making     107
Conditional Automated Decision-Making     108
Intelligent Manual Decision-Making     109
Intelligent Automated Decision-Making     112
    Direct-Driven Automated Decision-Making     113
    Periodic Automated Decision-Making     114
    Realtime Automated Decision-Making     115
Intelligent Manual vs. Intelligent Automated Decision-Making     115
Chapter 9: Understanding Digital Transformation Solutions     121
Distributed Solution Design Basics     122
Data Ingress Basics     127
    File Pull     127
    File Push     128
    API Pull     129
    API Push     129
    Data Streaming     130
Common Digital Transformation Technologies     132
Chapter 10: An Introduction to Digital Transformation Automation Technologies     135
Cloud Computing     137
    Cloud Computing in Practice     138
    Common Risks and Challenges     143
Blockchain     144
    Blockchain in Practice     145
        Partial Business Data Capture     147
        Full Business Data Capture     148
        Log Data Access Capture     150
        Partial Business Data Store     151
        Ledger Export     152
    Common Risks and Challenges     153
Internet of Things (IoT)     154
    IoT Devices     154
    IoT in Practice     160
    Common Risks and Challenges     163
Robotic Process Automation (RPA)     164
    RPA in Practice     165
    Common Risks and Challenges     168
Chapter 11: An Introduction to Digital Transformation Data Science Technologies     171
Big Data Analysis and Analytics     172
    The Five V's of Big Data     175
    Big Data in Practice     177
    Common Risks and Challenges     178
Machine Learning     179
    Model Training     180
    Machine Learning in Practice     180
    Common Risks and Challenges     184
Artificial Intelligence (AI)     186
    Neural Networks     186
    Automated Decision-Making     187
    AI in Practice     189
    Common Risks and Challenges     189
Chapter 12: Inside a Customer-Centric Solution     193
Scenario Background     195
    Business Challenges     195
    The Original Customer Journey     196
    Business Objectives     201
Terminology Recap     201
    Key Terms from Chapter 6: Realizing Customer-Centricity     202
    Key Terms from Chapter 7: Data Intelligence Basics     202
    Key Terms from Chapter 8: Intelligent Decision-Making     203
    Key Terms from Chapter 9: Understanding Digital Transformation Solutions     203
    Key Terms from Chapter 10: An Introduction to Digital Transformation Automation Technologies     204
    Key Terms from Chapter 11: An Introduction to Digital Transformation Data Science Technologies     204
The Enhanced Customer Journey     204
    Supporting Data Sources     205
    Step-by-Step Business Process     206
Future Decision-Making     241
About the Authors     243
Index     245


Submit Errata

More Information

InformIT Promotional Mailings & Special Offers

I would like to receive exclusive offers and hear about products from InformIT and its family of brands. I can unsubscribe at any time.


Pearson Education, Inc., 221 River Street, Hoboken, New Jersey 07030, (Pearson) presents this site to provide information about products and services that can be purchased through this site.

This privacy notice provides an overview of our commitment to privacy and describes how we collect, protect, use and share personal information collected through this site. Please note that other Pearson websites and online products and services have their own separate privacy policies.

Collection and Use of Information

To conduct business and deliver products and services, Pearson collects and uses personal information in several ways in connection with this site, including:

Questions and Inquiries

For inquiries and questions, we collect the inquiry or question, together with name, contact details (email address, phone number and mailing address) and any other additional information voluntarily submitted to us through a Contact Us form or an email. We use this information to address the inquiry and respond to the question.

Online Store

For orders and purchases placed through our online store on this site, we collect order details, name, institution name and address (if applicable), email address, phone number, shipping and billing addresses, credit/debit card information, shipping options and any instructions. We use this information to complete transactions, fulfill orders, communicate with individuals placing orders or visiting the online store, and for related purposes.


Pearson may offer opportunities to provide feedback or participate in surveys, including surveys evaluating Pearson products, services or sites. Participation is voluntary. Pearson collects information requested in the survey questions and uses the information to evaluate, support, maintain and improve products, services or sites, develop new products and services, conduct educational research and for other purposes specified in the survey.

Contests and Drawings

Occasionally, we may sponsor a contest or drawing. Participation is optional. Pearson collects name, contact information and other information specified on the entry form for the contest or drawing to conduct the contest or drawing. Pearson may collect additional personal information from the winners of a contest or drawing in order to award the prize and for tax reporting purposes, as required by law.


If you have elected to receive email newsletters or promotional mailings and special offers but want to unsubscribe, simply email information@informit.com.

Service Announcements

On rare occasions it is necessary to send out a strictly service related announcement. For instance, if our service is temporarily suspended for maintenance we might send users an email. Generally, users may not opt-out of these communications, though they can deactivate their account information. However, these communications are not promotional in nature.

Customer Service

We communicate with users on a regular basis to provide requested services and in regard to issues relating to their account we reply via email or phone in accordance with the users' wishes when a user submits their information through our Contact Us form.

Other Collection and Use of Information

Application and System Logs

Pearson automatically collects log data to help ensure the delivery, availability and security of this site. Log data may include technical information about how a user or visitor connected to this site, such as browser type, type of computer/device, operating system, internet service provider and IP address. We use this information for support purposes and to monitor the health of the site, identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents and appropriately scale computing resources.

Web Analytics

Pearson may use third party web trend analytical services, including Google Analytics, to collect visitor information, such as IP addresses, browser types, referring pages, pages visited and time spent on a particular site. While these analytical services collect and report information on an anonymous basis, they may use cookies to gather web trend information. The information gathered may enable Pearson (but not the third party web trend services) to link information with application and system log data. Pearson uses this information for system administration and to identify problems, improve service, detect unauthorized access and fraudulent activity, prevent and respond to security incidents, appropriately scale computing resources and otherwise support and deliver this site and its services.

Cookies and Related Technologies

This site uses cookies and similar technologies to personalize content, measure traffic patterns, control security, track use and access of information on this site, and provide interest-based messages and advertising. Users can manage and block the use of cookies through their browser. Disabling or blocking certain cookies may limit the functionality of this site.

Do Not Track

This site currently does not respond to Do Not Track signals.


Pearson uses appropriate physical, administrative and technical security measures to protect personal information from unauthorized access, use and disclosure.


This site is not directed to children under the age of 13.


Pearson may send or direct marketing communications to users, provided that

  • Pearson will not use personal information collected or processed as a K-12 school service provider for the purpose of directed or targeted advertising.
  • Such marketing is consistent with applicable law and Pearson's legal obligations.
  • Pearson will not knowingly direct or send marketing communications to an individual who has expressed a preference not to receive marketing.
  • Where required by applicable law, express or implied consent to marketing exists and has not been withdrawn.

Pearson may provide personal information to a third party service provider on a restricted basis to provide marketing solely on behalf of Pearson or an affiliate or customer for whom Pearson is a service provider. Marketing preferences may be changed at any time.

Correcting/Updating Personal Information

If a user's personally identifiable information changes (such as your postal address or email address), we provide a way to correct or update that user's personal data provided to us. This can be done on the Account page. If a user no longer desires our service and desires to delete his or her account, please contact us at customer-service@informit.com and we will process the deletion of a user's account.


Users can always make an informed choice as to whether they should proceed with certain services offered by InformIT. If you choose to remove yourself from our mailing list(s) simply visit the following page and uncheck any communication you no longer want to receive: www.informit.com/u.aspx.

Sale of Personal Information

Pearson does not rent or sell personal information in exchange for any payment of money.

While Pearson does not sell personal information, as defined in Nevada law, Nevada residents may email a request for no sale of their personal information to NevadaDesignatedRequest@pearson.com.

Supplemental Privacy Statement for California Residents

California residents should read our Supplemental privacy statement for California residents in conjunction with this Privacy Notice. The Supplemental privacy statement for California residents explains Pearson's commitment to comply with California law and applies to personal information of California residents collected in connection with this site and the Services.

Sharing and Disclosure

Pearson may disclose personal information, as follows:

  • As required by law.
  • With the consent of the individual (or their parent, if the individual is a minor)
  • In response to a subpoena, court order or legal process, to the extent permitted or required by law
  • To protect the security and safety of individuals, data, assets and systems, consistent with applicable law
  • In connection the sale, joint venture or other transfer of some or all of its company or assets, subject to the provisions of this Privacy Notice
  • To investigate or address actual or suspected fraud or other illegal activities
  • To exercise its legal rights, including enforcement of the Terms of Use for this site or another contract
  • To affiliated Pearson companies and other companies and organizations who perform work for Pearson and are obligated to protect the privacy of personal information consistent with this Privacy Notice
  • To a school, organization, company or government agency, where Pearson collects or processes the personal information in a school setting or on behalf of such organization, company or government agency.


This web site contains links to other sites. Please be aware that we are not responsible for the privacy practices of such other sites. We encourage our users to be aware when they leave our site and to read the privacy statements of each and every web site that collects Personal Information. This privacy statement applies solely to information collected by this web site.

Requests and Contact

Please contact us about this Privacy Notice or if you have any requests or questions relating to the privacy of your personal information.

Changes to this Privacy Notice

We may revise this Privacy Notice through an updated posting. We will identify the effective date of the revision in the posting. Often, updates are made to provide greater clarity or to comply with changes in regulatory requirements. If the updates involve material changes to the collection, protection, use or disclosure of Personal Information, Pearson will provide notice of the change through a conspicuous notice on this site or other appropriate way. Continued use of the site after the effective date of a posted revision evidences acceptance. Please contact us if you have questions or concerns about the Privacy Notice or any objection to any revisions.

Last Update: November 17, 2020