Impact & Expertise


Consumer & Retail Publications

  • Article
  • 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.

  • Read more on bcg.perspectives
  • 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.
  • Read more on bcg.perspectives
  • Article
  • August, 2014
  • In Omnichannel Retail, It’s Still About Detail
  • Pierre Mercier, David Welch, Guillaume Crétenot
  • Convenience is king in the world of omnichannel retail. Nowhere is that more true than in the growing preference for “click and collect” shopping. Retailers that can fulfill such orders quickly possess a distinct advantage. Supply chain and in-store processes must be accurate and reliable; otherwise, shoppers will go elsewhere.

  • Read more on bcg.perspectives

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