Previous BCG research in 2015 found lack of clear ROI as barrier to CI innovation • Percent of those who believe the Insights function provides a high ROI had jumped 25% points to 68% since 2009 • More mature Insights functions tend to more commonly measure ROI • Those who measure ROI tend to believe it is high and are more satisfied with Insights’ ROI than those whodon’t The study conducted in 2017 surveyed ~200 respondents across industries, mainly senior . d e v executives, in their companies’ consumer insights and big datafunctions r e s e r s t The landscape today shows trends toward measurement can provide benefits to Insightsteams h g i r l l • More mature Insights functions, and particularly those who measure ROI, often find the Insights A . k function has gained more of a seat at the table and increased budget andcontrol r o w t e • They also have seen more tangible benefits like higher capital allocation and increased N s s headcount e n i s u B Executive Summary Today, Insights teams tend to handle measurement after each project ch r a e s • Reports are then used mainly by executives to drive budget allocation and spend e R (in detail) l a decisions b o l G • However, many companies face barriers to measurement like difficulty in isolating impact and time e Th lag toresults d n a c. n I Insights impacts a wide range of functions, particularly for those that are more mature, and varying , p u somewhat by industrysector o t r r G o p g e n • Measurement metrics are primarily revenue-based, though also span to marketing i R t l y u d s effectiveness and brand equity depending on functionimpacted u n t Co S 7 n 1 o 0 t Agencies are used at a high rate today, with companies desiring to be even biggercustomers 2 s o t B gh e i • Those who measure or have evolved Insights functions are more satisfied with both quality of s Th In y f b insights and the ROI of agencyuse o 7 OI 1 R 0 2 • While Insights teams measure ROI themselves, there is a strong desire for agencies to be involved, - © N B t providing benchmarks or best practices for measurement h g i GR r G y C p 6 B Co