Half of companies report spending less than 0.13% of budget on consumer insights & big data . Total budget/spend on CI and big data/advanced analytics d e v r e s e r Responses(%) s t h g i r l l 100 A . k r o w Measurement of t e N s s e 75 n ROI needed to spur i s u B ch r additional a e s e R 50 l a investment b o l G e Th d 25 n a c. n I , p u o t r r G o 0 p g e n i R t l Lessthan 0.05- 0.1 - 0.25- 0.5- 1 -<2% 2%+ Total y u d s u n t Co 0.05% <0.1% <0.25% <0.5% <1% S 7 n 1 o 0 t 2 s o t B ghe i s Th In Median: 0.13% y Average: 0.39% f b o 7 OI 1 R 0 2 - In line with results from 2015 study © N B t h g i GRr G y Source: BCG ROI of Insights survey, May 2017 (N = 187) 20 C p 21 B Co