The difficulty of digital transformation & how to make it happen
Full TEDx talk by Rico Dittrich from July 2017 at https://www.youtube.com/watch?v=hiGctf0Va5U Rico Dittrich graduated in International Politics and History from Jacobs University, Bremen, before moving to Ireland to make ends meet by testing video games. Rico changed companies and joined Google and went on to troubleshoot large customers' issues with some of Google's most technical and advanced digital analytics services. He currently works as Digital Analytics Specialist at Google, collaborating with large German retailers to set them up for the future of online measurement, attribution and automation. He has lived in six countries, across three continents, in the last six years and is fluent in German, English, and Spanish.