The study analyzes the factors and capabilities that have contributed to the success of more than forty European companies
Companies that expand their client base, increase the return on investment and achieve a greater competitive advantage, opt for data-based marketing and attribution strategies. According to a new study by The Boston Consulting Group (BCG), commissioned by Google companies that are committed to data-based marketing have increased their profitability up to 30% and revenues up to 20%.
The process to implement a data-based marketing strategy consists of 4 phases: incipient, emergent, connected and multi-moment.
The study analyzes the factors and capabilities that have contributed to the success of more than forty European companies in eight sectors: retail, automotive, financial services, travel, consumer goods, technology, leisure and multimedia, and fashion and luxury goods.
The companies that have obtained the best results are in the multi-moment phase. These companies perform a dynamic and optimized marketing to personalize the entire purchasing process. They have integrated and automated the implementation of the technology, so they use connected data and useful measurements. However, these companies still represent only 2% of the study.
“The companies that have obtained better results perform a dynamic and optimized marketing to personalize the entire purchasing process”
7% of the companies studied are still in the incipient phase of the transition to data-based marketing. These companies use external data and direct purchases and link them to sales results in a limited way.
In the second category, that of the emerging phase, there are 41% of the companies analyzed. These companies use their own data in the automated purchasing strategy but optimize and test each channel separately.
The most advanced companies have reached the connected stage (49%). They integrate their data effectively and activate it in all channels, linking them with the return on investment or with different sales channels.