proprietary + confidential · 2019-06-24 · proprietary + confidential “if you’re not...
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Proprietary + Confidential
Technology and the world around it are changing more rapidly than ever
Are brands moving as fast as consumers?
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Proprietary + ConfidentialProprietary + Confidential
Intent is redefining the marketing funnel
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Proprietary + Confidential
Age of Assistance
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Proprietary + Confidential
Only
1/3of all brand experiences are really helpful
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Proprietary + Confidential
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Proprietary + Confidential
“If you’re not helping them, they’ll ignore you.”
“If you’re not providing them value, they’ll block you.”
“If you’re not answering them, they’ll close right out of you on a web page or app.”
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Confidential + Proprietary
lack of education and training on
data and analytics
access integratedata
rating Digital IQ as ‘Strong’
Most marketers are hitting these common challenges
Source: Think With Google
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Digital Marketing Maturity Framework
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Confidential + ProprietaryProprietary + Confidential
Market wide, cross industry 6 months research
Over 40 companies participated Covering 8 industries Across Europe
Automotive Retail
Financial Services Travel
Consumer Technology
Entertainment / media
Fashion / Luxury
Source: BCG-Google Data-Driven Marketing Survey 23/10; BCG Analysis
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Proprietary + ConfidentialProprietary + ConfidentialOnly 2% of advertisers are getting the most of their marketingThey also identified what top advertisers are doing to achieve maximum returns.
Maturity Nascent Emerging Connected Multi-Moment
Archetype of maturity
Assessment of participants (%)
7%
41%49%
2%
Campaign based execution mainly using external data and direct buys with limited link to sales
Some use of owned data in automated buying with single-channel optimisation and testing
Data integrated and activated across channels with demonstrated link to ROI or sales proxies
Dynamic execution optimised toward single-customer business outcomes across channels
Source: BCG-Google Data-Driven Marketing assessment 2017
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Confidential + ProprietaryProprietary + Confidential
Nascent
Efficiency
Effe
ctiv
enes
s
1
2
3
4Multi-moment
Emerging
Connected
Up to+20%
revenue
Up to−30% cost
4 stages of advertisers digital maturity
Source: Data-driven marketing survey, 2017; BCG analysis.
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Proprietary + ConfidentialProprietary + Confidential
Building the right technical & organizational capabilities is key
Connected data
Actionable measurement
Automation & integrated
tech
Specialist skills
Stra
tegi
c
part
ners
hips
Agile teaming & fail fast
culture
Source: Data-driven marketing survey, 2017; BCG analysis.
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Nascent Emerging
Connected Multi-Moment
1.4
1.6
2.6
The benchmarking tool will show you where you are in your maturity journey
Industry Benchmark
Industry Best in class
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Access
Organization
Assets
Automation
Audience
EmergingNascent Connected Multi-moment
Attribution
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Proprietary + ConfidentialProprietary + Confidential
+180%
Thank you!