Integrating Big Data In Digital Marketing – A Google Report

The findings of a Boston Consulting Group report commissioned by Google are summarized in a Think With Google article, “The Value of an Integrated Platform for Programmatic Buying.” The report outlines 5 key steps to improving digital marketing campaigns in a Big Data / Programmatic Buying world.

Based on the research, “On average, the results of BCG’s test-and-control methodology across five brands reveal that advanced techniques garnered a 32% decrease in cost-per-action (CPA), as much as a 200% improvement in action rates for clicks and view-throughs and up to a 70% reduction in cost-per-click (CPC) and cost-per-view (CPV).”

The “Think With Google” article reviewing the study is here: The Value of an Integrated Platform for Programmatic Buying – Think with Google, and the report itself can be downloaded here: Adding Data, Boosting Impact.