Partner & Director
Neal Rich is a core member of Boston Consulting Group's Marketing, Sales & Pricing practice, working globally and exclusively on topics related to marketing effectiveness, impact, and efficiency.
He has been critical to developing BCG's approaches to ROMI: Return on Marketing Investment across both B2C and B2B industries. Neal maintains BCG's relationships with third-party analytic firms and leverages his prior work experience to help clients better partner with their agencies.
Prior to joining BCG, Neal worked for 8 years in advertising at Leo Burnett in a variety of positions.
Companies should treat their media buys as investments rather than expenses in order to maximize returns in a post-COVID world.
When building a marketing measurement toolkit, it's important to use a variety of different tools. This LABtalk session introduces these different types of tools and outlines how to use them to holistically measure marketing performance.
A good measurement system requires transparency, clarity, and ease of interpretation.
Marketers able to accurately track what’s working can expect to see a 20% to 40% improvement in spending efficiency and as much as a 10% increase in effectiveness.
B2B marketers win when they use offline and online as mutually reinforcing channels. But to do so, they’ll need new techniques and a new way of thinking.
Marketers still have trouble demonstrating the value they create, even despite all the data, tools, and analytics available today. Five rules help link measurement to business outcomes.
Display retargeting from paid search ads can reduce cost per action by 40%. Advertisers that don’t use this advanced technique are leaving money on the table.
Advertisers that use advanced targeting techniques reach an engaged audience in ways that increase relevance and enhance the consumer experience.