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The Marketing Suite

Catalyst unleashes the power of data and analytics. The marketing suite helps marketing leaders derive meaningful insights, optimize marketing decisions, and drive winning results from a robust set of business data.

What It Can Do for You

Catalyst is a powerful toolset that draws on BCG’s deep expertise to guide organizations through strategic and tactical marketing decisions. It integrates data, research, and analytics into an easy-to-use interface that matches a company’s marketing investments with growth opportunities. Catalyst turns complex data into competitive advantage by helping marketing professionals optimize brand performance, marketing-investment allocation, marketing mix, and campaign planning.


  • A common currency to assess and compare return on investment across brands and markets
  • A multi-lens approach that lets users view tasks from multiple angles: market and category dynamics, competition, marketing lift, return on investment (ROI), pricing, and promotion
  • A single, integrated underlying data set to ensure one source of the truth
  • Sophisticated allocation options based on ROI, future profit pools, and cost of growth
  • A marketing mix optimized at the campaign level to reflect how marketers actually plan
  • A solution built on an integrated marketing data platform
  • A simple and easy to use interface, enabling real-time scenario planning
  • Optimized workflow to enable consistent ways of working between marketer and agency

Diageo’s Journey with BCG and Catalyst

Adam Ben-Yousef, Diageo’s global marketing effectiveness director, discusses the overwhelming volume of options facing marketers today—a product of new channels, fast times, and an explosion of data. BCG’s team, backed by a powerful cloud-based software platform called MSP Catalyst, helped Adam wade through Diageo’s choices and make better decisions on where to invest his marketing capital.


MSP Catalyst