Impact & Expertise

Publications

Marketing & Ventes Publications

  • Focus
  • May, 2013
  • Cutting Complexity, Adding Value: Efficiency and Effectiveness in Digital Advertising
  • Dominic Field, Olaf Rehse, Kristi Rogers, Paul Zwillenberg
  • Digital-advertising processes have become much too complex. To overcome the inefficiencies born of fragmented technology and to create real value for themselves and their clients, agencies need to apply unified technology platforms and a lean approach to their processes and structure.
  • Read more on bcg.perspectives
  • Focus
  • April, 2013
  • Capitalizing on India’s “Digitally Influenced” Consumers: From Buzz to Bucks
  • Arvind Subramanian, Nimisha Jain, Shweta Bajpai, Shruti Patodia
  • Forty percent of India’s 90 million urban Internet users say that their online activities influence what they buy. This digital influence affects $30 billion of consumer spending in India today—as much as five times that of e-commerce alone. This digital impact is expected to reach $150 billion by 2016.
  • Read more on bcg.perspectives
  • Report
  • April, 2013
  • Follow the Surplus: European Consumers Embrace Online Media
  • David Dean, Cenk Sezginsoy, Paul Zwillenberg
  • The average European consumer receives value—net of the associated costs—of some €2,100 a year from media, and approximately half of this “consumer surplus” comes from online media. The key factors are in place to accelerate online consumption across the European media landscape, creating significant opportunities for media companies.
  • Read more on bcg.perspectives

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