Partner and Associate Director
Thomas Recchione is part of the leadership team for Boston Consulting Group’s Marketing, Sales & Pricing practice and is also active in the Consumer, Financial Institutions, and Technology, Media & Telecom practices.
Thomas’s focus at BCG is on driving marketing effectiveness and efficiency globally. He helps clients improve their digital marketing and return on marketing investment capabilities by upgrading their operating model and adopting modern execution and measurement. He advises clients on the latest methods and applications of marketing response analytics and provides a liaison with practitioners in the field globally.
Thomas has worked for clients across geographies in industries including automotive, consumer packaged goods, financial services, media and entertainment, oil and gas, pharmaceuticals, retail, social sector, telecommunications, travel, and transportation and logistics.
Before joining BCG, Thomas launched marketing analytics boutiques at Publicis Groupe and prior to that, at Interpublic Group.
More patient and customer touch points and varied purchase pathways are rendering traditional marketing and sales measurement obsolete. Companies need a new, multipronged strategy to generate returns.
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.