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Latest 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.

  • Read more on bcg.perspectives
  • 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. 

  • Read more on bcg.perspectives
  • Article
  • September, 2014
  • Evolution and Revolution: How Insurers Stay Relevant in a Digital Future
  • Ugo Cotroneo, Jean-Christophe Gard, Michaël Niddam, Nick Barsley
  • In a recent study, BCG and Morgan Stanley Research examined major technology-driven changes reshaping the insurance industry. The findings point to the need for insurers to completely rethink their customer engagement model, as well as to apply new technologies to improve the ways they assess risk and operate their businesses.
  • Read more on bcg.perspectives

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