New research from Boston Consulting Group (BCG), commissioned by Google, found that best-in-class digital marketers benefit from 1.4 times greater cost benefits and up to 2.5 times revenue impact. This new research builds on what BCG found in its initial study last year – that just 2% of brands are best-in-class at data-driven marketing. Yet best-in-class brands drive up to 20% more revenue and 30% more cost savings as a result. So there’s a lot of value being left on the table. The initial research also uncovered the specific practices that leading marketers follow to achieve these compelling growth results. Some of these top practices include: using advanced machine-learning based technologies, connecting data, and applying actionable measurement. To measure the specific value achievable by applying these key practices of digitally-mature marketers, BCG ran tests with six brands. Through 16 tests, 200 brand surveys, and more than 40 expert inte...