Managing Director & Senior Partner
Nicolas de Bellefonds is a member of BCG X, Boston Consulting Group’s tech build and design unit, specifically leading global efforts in building cutting-edge AI and digital systems that go beyond prototypes to transform clients’ core businesses. He also leads the firm’s work in digital and data-driven consumer engagement, and he is a core member of our Consumer and Marketing, Sales & Pricing practices. Nicolas joined BCG in 2006.
Nicolas specializes in leveraging digital, data, and advanced analytics to encourage revenue growth through digital marketing, targeted advertising, CRM, e-commerce, and omnichannel distribution.
His recent projects have included the transformation of the digital marketing capabilities of one of the world's largest FMCG's (including the transition to data-driven and programmatic marketing); the acceleration of top-line growth of a European Airline through personalized offers and digital marketing; and the personalization of pricing through advanced analytics for a B2B retailer.
Prior to joining the firm, Nicolas worked in financial auditing and transaction services at Ernst & Young and with Baracoda, a start-up specializing in wireless devices.
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Retailers will need frequent and granular data to understand spending shifts across geographies and sectors as infection rates, restrictions, and unemployment rates change.
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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CPG companies may be masters at marketing, but when it comes to advanced analytics and AI, there’s room for improvement. To catch up, they need to study lessons from successful early adopters.
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.
Valuable insights are buried in brands’ vast troves of data. Here's how companies can use that data to go beyond pilots and achieve scale.
Consumers expect an exceptional multichannel experience in exchange for their personal information. Decluttering the technology stack can help marketing organizations deliver.
B2B mobile leaders are already building stronger, deeper, and more lasting customer relationships that will make it difficult for laggards to regain lost ground.