Fireside Chat Video: Building and Measuring the Business Case for Digital Investment

Jared Blank
Published On Oct 19, 2023

We recently sat down with Doug Topken, the Director of Global eCommerce, CRM and Digital Customer Experience at global ingredients solutions company Ingredion, to discuss how he builds and measures a business case when he is looking for digital investment.

In this new interview, Brian and Doug chat about:

How should companies think about ROI in digital, and what’s changed over the past 5 years?
How do you calculate the ROI of an improved customer experience?
When you build a business case with your CEO, should you include NPS, share of wallet and other non-revenue metrics?
How do you include investments in new channels in your business case?

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