Business decisions commonly influenced by CI are monitored through varying metrics, though primarily revenue growth Metrics to measure insights impact on business decisions Business decisions where Revenue Marketing Consumer Price Cost Employee CI has an impact today (top for stage 4) growth effectiveness brand realization reduction brand equity equity Strategic planning 77% 62% 50% 36% 33% 18% Customer experience 63% 57% 77% 31% 24% 26% Pricing strategy and tactics 74% 30% 28% 79% 28% 3% Brand positioning 56% 75% 77% 28% 15% 23% All rights reserved. New product / service development 82% 41% 46% 47% 25% 10% and innovation Marketing strategy, allocations, and tactics 67% 85% 59% 28% 32% 9% Overall average 65% 56% 53% 34% 29% 16% The Boston Consulting Group, Inc. # = % of respondents who use that metric to monitor and see CI having some impact on process today = 1 std. deviation above mean = 1 std. deviation below mean Source: BCG ROI of insights survey, May 2017 (N = 187) 35 17 20170717 ROI of Insight_draft_v23.pptxCopyright © 2017 by