Recent studies indicate that the majority (60-80%) of advanced analytics/AI projects fail, often citing “management resistance and internal politics”. However, having reviewed/supervised hundreds of such projects around the world, our experience suggests that many projects are ill-conceived and fall victim to poor analyses and pre-launch planning.

Isabelle, vice-president of customer loyalty and insight at a big bank, has led the development of a package of new products/services for clients, and a five-minute presentation to explain the offering. In a pilot test, where client managers randomly select walk-in customers and offer to go through the presentation, some agree to listen but others don’t have the time.

The case discusses different steps which Mastercard has followed in its digital transformation journey. They involve opportunity framing, creating innovation pathways, finding digital transformation opportunities, and innovation with partners within adaptive ecosystems.