This document discusses Siemens' goals of communicating the added value of their premium products to increase sales, influencing target groups to choose higher value products, and establishing a data-driven understanding of customers' decision journeys. It proposes using digital monitoring to gain insight into the customer decision process and ensure internal commitment to prioritizing future digital marketing activities. Key challenges are understanding how customers actually decide on purchases in the market and gaining commitment for centralized digital initiatives across Siemens' individual markets.