“Digital” is one of those terms that is every these days – go to any conference, read any analyst report, or read any industry publication article (yes, including this one).  But what, exactly does it mean to go “digital”?  As with the tale of the blind men and the elephant, with everyone interpreting what they feel as the be-all end-all description of the animal – the trunk feels like a tree, so the animal is like a tree – perceptions of digital are filtered by the observer.

To a marketing person, digital is all about social media and engaging with customers online. To a sales rep, it’s e-commerce. To an IT person, it’s all about moving operations to the cloud. To a data person, it’s all about analytics. To a rates specialist, it’s about initiatives such as telematics. To an insurance administrator, it’s all about achieving an online workflow. To a fraud investigator, it’s about predictive algorithms in big data.

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