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Five years ago, Merlin Entertainments began its digital transformation – what happened next?

Mark Allsop

Businesses are beginning to realise large-scale transformations are ineffective and expensive. What is the alternative?

Mark Allsop explains how a continuous improvement mindset allowed him to make a running start as Merlin Entertainments’ Chief Digital Marketing and Information Officer.

The group behind famous names such as London Eye and Madame Tussauds is keen to keep ahead of the competition, so approaching innovation has become a critical issue, both for Mark Allsop and for his function.

This interview is part of ‘I.T. and The Infinite Game’, a series brought to you by Rackspace.