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Personalization is more than a perk—it’s an imperative. Done right, personalization can increase growth rates by 6% to 10%.

Mark Abraham is a core member of the Consumer, Retail, and Marketing, Sales & Pricing practices at The Boston Consulting Group. He also leads BCG's work in the restaurant sector.

Since joining BCG in 2004, Mark has acquired deep knowledge and expertise by advising iconic clients in food and beverage retail and packaged goods and in apparel as well as a broad range of other categories. He has led many end-to-end transformation programs for large, global consumer packaged goods and retail clients.

AREAS OF EXPERTISE

EDUCATION

  • MBA, high distinction, University of Michigan Ross School of Business
  • BA, business studies, Oxford Brookes University

Publications and Videos

Customer Experience in the Age of AI

Customers have come to expect personalization. Brands should start with the messaging and use data as fuel to power an “intelligent experience engine.”

How Retail Media Is Reshaping Retail Rectangle

How Retail Media Is Reshaping Retail

BCG partnered with Google to examine how companies of all sizes can position themselves to capture growth opportunities in their retail media business.
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The $70 Billion Prize in Personalized Offers

There’s gold at the end of the personalization rainbow. To get it, retailers need to focus on the customer experience, technology, and operating models.
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The $100 Billion Media Opportunity for Retailers

Retailers can supercharge their personalization efforts and start a virtuous flywheel spinning.

The CMO's Agenda to Win the 20s

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Taking an Atomic Approach to Content Personalization

The ability to deliver individually relevant content at scale is the next frontier of marketing.
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Bracing for a Retail Holiday Season Unlike Any Other

Retailers will need frequent and granular data to understand spending shifts across geographies and sectors as infection rates, restrictions, and unemployment rates change.
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Winning Over the Holiday Consumer

The unprecedented shift to online purchasing has created a unique opportunity for retailers to deepen their relationship with consumers, this holiday season and for years to come.
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The Next Frontier in Personalization

Companies need to know what works for each individual customer.
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Three Personalization Imperatives During the Crisis

As the market rebounds, brands that have mastered just-in-time personalization and digital relationships—and built emotional connections with customers—will be the clear winners.
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Shining a Light on Customer Demand During the COVID-19 Crisis

How a Lighthouse capability can help companies navigate the uncertainty.
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COVID-19 Consumer Sentiment Snapshot #9: A Lighthouse to Navigate the New Reality

BCG’s AI platform for decision support and scenario planning permits deep-dive analyses of the specific consumer categories affected by the coronavirus.
豊富な専門知識と幅広い経験