Accelerating AI-Driven Marketing Maturity

The capabilities that brands and businesses need to excel at data-driven marketing are expanding rapidly. 

In today's constantly evolving marketing landscape, buffeted by rising prices, market volatility and geopolitical tensions, leveraging advanced tech (GenAI, cloud computing, consumer data economies and omnichannel engagement) is essential for organisations wanting to transform their data-driven marketing capabilities. 

A new BCG study of over 100 brands in Europe, the Middle East, and Africa has revealed that the average level of marketing maturity declined by 8% from 2021 to 2024, indicating that the bar for marketing maturity is constantly rising.

The report identifies 19 essential capabilities required for developing marketing maturity, which need to be acquired as part of a holistic strategic plan, focusing on four key practices:

1. Enabling strategic decision-making by linking marketing performances to strategic outcomes through online and offline execution.
2. Fostering integrated teams with AI and GenAI specialist skill sets by leveraging partners or insourcing strategic capabilities.
3. Ensuring actionability of data rather than mass data collection.
4. Prioritising smart execution of select use cases that drive business impact.

Packed with examples, useful stats and important insights, this report provides a clear roadmap for all brands whatever their degree of maturity to advance to the next level.

Read the full report here.
 

Report written by Paola Francesca Scarpa, Henry Leon, and Javier Pérez Moiño at BCG