In this episode, we traces the transition from experience-based marketing toward enterprise-wide data centricity across three cumulative phases: data-enabled marketing practices, analytics-driven marketing practices, and integrated customer intelligence practices. We identify unique innovation processes for each phase, demonstrating how practices progress through adopt–implement–refine, explore–experiment–scale, and reframe–integrate–institutionalize workflows. We reveals evolving change-agent dynamics, highlighting how internal leaders and external partners move from basic technical support to strategic translation and collaborative co-creation. We connects practice adoption to capability growth, illustrating how accumulating bundles of practices progressively build operational, dynamic, and transformational marketing capabilities to enhance marketing efficiency, strategic effectiveness, and enterprise transformation.
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