CI teams primarily measure themselves, on a project-by-project basis Who conducts the measurement? How often? . d Total Stage 1 Stage 4 e v r e s e r s t Customer Insights/ h g i r 66 l Commercial Advanced Analytics/ l A . Big Data teams themselves k r o w t e N s s Marketing organization (CMO) 39 62% e n i s u B ch r a e s e R Outside vendors 20 of those 'actively' l a b o l G measuring do so e Th d n 19 a Finance organization (CFO) after almost c. n I , p u o every project t r r G o p g e n A business client of the research 18 i R t l y u d s u n t Co S (those who don't measure 7 n 1 o 0 t 2 s o t B Testing team (e.g. A/B testing team) 15 after each project tend to ghe i s Th In y look monthly or quarterly) f b o 7 OI 1 R 0 2 Indexed to total Indexed to total - © N B t h g i GRr G y C p Source: BCG / GRBN ROI of Insights survey, May 2017 (N = 187) 46 B Co