WEBVTT 00:00:00.240 --> 00:00:04.040 Javier, welcome. You have a new report out looking at digital 00:00:04.040 --> 00:00:07.040 marketing maturity, but this is not your first time, is it? Now, 00:00:07.040 --> 00:00:09.600 you've been looking over this for many years -Yes, true. 00:00:09.600 --> 00:00:12.640 What did you find this year, and how does it compare to previous 00:00:12.640 --> 00:00:16.200 years? Yes, actually, we have been, in BCG, we have been 00:00:16.200 --> 00:00:21.160 launching this series of reports about data marketing maturity 00:00:21.160 --> 00:00:26.400 since 2018 now. So every year, every two years, we update the 00:00:26.400 --> 00:00:30.720 way of measuring and, and adjusting to the new trends that 00:00:30.720 --> 00:00:32.040 are happening in marketing 00:00:32.200 --> 00:00:35.760 and see the value, the value that we can see in marketing 00:00:35.760 --> 00:00:38.440 maturity, but also the value that this marketing maturity is 00:00:38.440 --> 00:00:43.240 providing to business. So this year, we have just launched a 00:00:43.240 --> 00:00:45.480 new report, commissioned by Google, 00:00:46.600 --> 00:00:50.120 covering all industries for Europe. And it was one 00:00:50.120 --> 00:00:50.600 covering all industries for Europe. And it was one 00:00:50.600 --> 00:00:54.360 month ago. Can you tell me some of the main insights from it? 00:00:54.360 --> 00:00:58.520 Yes. So, there are a few things that are interesting this year. 00:00:58.520 --> 00:01:02.640 So over the years, we see that the more mature the brands are, 00:01:02.640 --> 00:01:05.840 the better results they get, in some cases, on efficiencies they 00:01:05.840 --> 00:01:11.080 get. So two years ago, we saw 30 percentual points improvements 00:01:11.080 --> 00:01:15.360 in efficiencies with brands that are more mature and more than 20 00:01:15.360 --> 00:01:16.680 percentual points in 00:01:16.680 --> 00:01:20.360 revenues. So this is consistent. So we see that companies that 00:01:20.360 --> 00:01:23.640 are doing better in marketing, actually they become more 00:01:23.640 --> 00:01:25.080 profitable as a business. 00:01:25.680 --> 00:01:30.320 And let's say, there are two things to say this year. Good 00:01:30.320 --> 00:01:34.760 news is that this year is as consistent. So still we see 00:01:34.760 --> 00:01:39.920 brands that are more advanced in digital marketing, they are more 00:01:39.920 --> 00:01:44.520 profitable, they have better productivity, and also we see 00:01:44.520 --> 00:01:49.680 that they are faster to adapt to consumer changes and market 00:01:49.680 --> 00:01:54.400 changes. So this is very good and consistent to what we see 00:01:54.400 --> 00:01:56.360 every year. But bad news. 00:01:56.400 --> 00:02:00.360 What's the bad news? Yes. So the bad news is, it’s the first time 00:02:00.360 --> 00:02:04.040 in eight years that we see that the overall maturity as we 00:02:04.040 --> 00:02:08.880 measure, indeed our marketing is going backwards, and in not, 00:02:08.880 --> 00:02:11.920 not, not little, it's 8% in the average that is going backwards. 00:02:11.920 --> 00:02:15.520 So still we see good brands doing good things and getting 00:02:15.520 --> 00:02:19.280 these results, but it seems that results are elusive for the 00:02:19.280 --> 00:02:23.000 majority of brands, with 8% down. What do you put that down 00:02:23.000 --> 00:02:23.400 to? 00:02:23.880 --> 00:02:25.720 So, of course 00:02:25.720 --> 00:02:27.720 there are many things that are happening in 00:02:27.720 --> 00:02:30.520 marketing—disruptions, but disruptions have been always 00:02:30.520 --> 00:02:33.600 there. So two years ago, we were dealing with the end of the 00:02:33.600 --> 00:02:36.120 cookies, with first-party data, with other things. 00:02:36.840 --> 00:02:40.880 Now we are seeing topics like GenAI, or for sure, AI, cloud. 00:02:40.880 --> 00:02:45.080 These are things are impacting fast. Companies are doing a lot 00:02:45.080 --> 00:02:48.960 of things, but also they are seeing less results. Why? So 00:02:48.960 --> 00:02:53.120 actually, there are two things. One, is the use cases that I'm 00:02:53.120 --> 00:02:57.520 choosing the right ones, or even the ones that if I am doing them 00:02:57.520 --> 00:03:01.800 well I can scale? And the answer is sometimes is no, because we 00:03:01.800 --> 00:03:06.160 don't have the capabilities well enough, the foundations in place 00:03:06.160 --> 00:03:07.560 to do it right. 00:03:07.560 --> 00:03:09.360 How do leaders turn it around? 00:03:09.680 --> 00:03:13.240 So, what we are seeing is—and also following the, the 00:03:13.240 --> 00:03:17.440 structure of the report that I, I suggest everybody to 00:03:17.440 --> 00:03:21.401 read—instead of thinking of capabilities that you can do 00:03:21.401 --> 00:03:25.081 right and, and do better, let's do data-driven better in 00:03:25.081 --> 00:03:28.881 marketing, in media, let's do all these connections of data. 00:03:28.881 --> 00:03:32.761 That is OK. But as soon as you have these foundations, you need 00:03:32.761 --> 00:03:37.361 to think broadly. And, and you see the framework that now we 00:03:37.361 --> 00:03:40.281 are presenting in the, in the report is more around 00:03:40.681 --> 00:03:44.761 a virtual, let's say, flywheel, where you start with strategic 00:03:44.761 --> 00:03:48.761 thinking of what are the things I need to do; with a smart 00:03:48.761 --> 00:03:53.321 activation with data and more important, how you collaborate 00:03:53.321 --> 00:03:56.801 inside the organizations to make the results better and faster. 00:03:56.801 --> 00:03:59.281 Javier, thank you so much. Thank you.