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David Ratajczak is a member of BCG X, Boston Consulting Group’s tech build and design unit, specifically leading efforts in scaling and accelerating the performance of new and existing digital businesses. He joined the firm in 2007.

David has significant experience driving growth in companies of varying sizes and in various industries. He brings two decades of experience in marketing, pricing, promotion, and data-driven commercial transformations. David has led successful marketing transformations across B2B, retail, CPG, telecommunications, entertainment, airlines, durables, and automotive.

He has expertise and BCG experience in optimization of data-driven targeting, both precision and personalization, in both B2B and B2C contexts, deployment of tool-supported "test and learn" models to improve agility and measurable performance in marketing activities, and application of neuroscience and behavior economics in go-to-market optimization.

AREAS OF EXPERTISE

EDUCATION

  • MBA, INSEAD
  • MSc, computer science, University of California, Berkeley
  • BSc, mathematics, computer science, Massachusetts Institute of Technology

Publications and Videos

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The Human-Tech Equation for Improving Marketing ROI

The floor has fallen out from under marketers. They need a bold new approach to measuring the impact of their efforts—and determining where to spend their organizations' dollars.
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B2B Marketing in a World Without Cookies

Faced with stricter government regulation of third-party customer data sharing and beefed-up privacy features in new operating systems and browsers, digital marketers must rethink their data strategies.
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Why B2B Brand Marketing Matters

CMOs know that brand marketing can be as effective for B2B companies as for consumer companies. Now, new data can help them convince the rest of the C-suite.
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The Creative Destruction of Fashion Marketing

Although fashion shoppers’ expectations have changed dramatically in recent years, few fashion brands have advanced their marketing capabilities accordingly. They must.
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How Nimble CMOs Invest Their Marketing Budgets

Companies should treat their media buys as investments rather than expenses in order to maximize returns in a post-COVID world.
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Companies Gain When CMOs and CFOs Measure Success Together

A good measurement system requires transparency, clarity, and ease of interpretation.
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Maximizing the Value of Data for CPG Marketers

Analytics enables companies to reach consumers in new ways. The challenge is determining how much to spend on buying—or building up—consumer data.
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How Marketers Can Win with Gen Z and Millennials Post-COVID-19

Younger generations’ buying habits will have a huge impact on the future direction of the global economy. But which of their current preferences have staying power?
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Capturing the Offline Impact of Online Marketing in B2B

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.
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How Agile Marketing Organizations Get That Way

Marketers that successfully implement agile do so as a form of transformation—cultural as well as organizational.
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The Building Blocks of Personalization

Consumers expect an exceptional multichannel experience in exchange for their personal information. Decluttering the technology stack can help marketing organizations deliver.
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Augmented Reality: Is the Camera the Next Big Thing in Advertising?

“Camera marketing” using augmented reality is a fast-rising wave. Marketers need to move quickly.
Tiefgreifende Expertise, umfassende Erfahrung