Gartner Research

Building a High-Returns Digital Experience Innovation Portfolio: Innovating the Digital Consumer Experience

Published: 25 September 2017

ID: G00347730

Analyst(s): Marketing Research Team


Digital Experience Innovation is any consumer-facing improvement in digital interactions with a brand. Our research focused on new-to-the-organization innovations, new-to-the-category-innovations, and new-to-the-world-innovations.

Table Of Contents

Marketers’ Big Bet on Digital Innovation

Between a Rock and Hard Place

The Land of Limited Returns

In Search of Answers

A Successful Innovation Posture

Principle 1: Screen Projects for Both Consumer Value and Brand Returns

Principle 2: Build a Consumer Expectations–Driven Digital Portfolio

Principle 3: Tailor Operationalization to the Innovation Starting Point

Principle 4: Adopt an “Art of the Possible” Approach to Idea Sourcing

The Formula for Digital Innovation Success


6 Innovation Categories

Recommended by the Authors

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.