Impact & Expertise

Publications

Marketing & Sales Publications

  • Focus
  • September, 2014
  • Adding Data, Boosting Impact: Improving Engagement and Performance in Digital Display Advertising
  • Paul Zwillenberg, Dominic Field, Mark Kistulinec, Neal Rich, Kristi Rogers, Samuel Cohen
  • New research by The Boston Consulting Group shows that advertisers using advanced targeting techniques and tackling performance barriers can achieve a 32 percent improvement in cost per action (CPA) along with enhanced consumer engagement and campaign performance across all major metrics. Some advertisers improved CPA by more than 50 percent.

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  • Focus
  • September, 2014
  • Breaking Through the Noise: Pharmaceutical Multichannel Marketing in a Digital World
  • Benjamin Grosch, Anu Gupta, Jürgen Lücke, Simon Völler
  • Pharmaceutical companies have access to the data required to develop a winning multichannel-marketing (MCM) strategy, including detailed information on interactions with physicians. Success, however, means viewing MCM not as an add-on to existing efforts but as a means of transforming the entire sales and marketing organization. 

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  • Article
  • September, 2014
  • Brands Need Friends: Advocacy Fuels Growth in India
  • Steve Knox, Amitabh Mall, Nimisha Jain, Kunal Rana, Shruti Patodia
  • In India, brands with high levels of advocacy significantly outperform those that lack advocates or encounter consumer criticism. Marketers that tap into this powerful phenomenon—by determining who recommends a brand and who does not and by identifying the most and the least successful tactics for improving advocacy—have a formidable tool for driving growth.
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