Digital maturity maximizes the effectiveness of digital marketing

Companies that have reached a good level of digital maturity achieve significant and rapid improvements in the results of digital marketing campaigns: only 2% of the brands achieve excellence in data-driven marketing, but those who make it increase up to 20% plus revenue and experience up to 30% cost savings. Furthermore, the adoption of machine learning leads to quantifiable results with an increase of up to 50% in online sales.

This is revealed by The Dividends of Digital Marketing Maturity , the new study by Boston Consulting Group created for Google, which measures the impact of digital marketing on business performance, highlighting significant results. The research evaluated over 200 global brands and conducted 16 tests on six of them in various industrial sectors – retail, automotive, finance – evaluating performance over a period of four to six weeks.

The survey reveals how brands with greater organizational maturity experience benefits on cost reduction 1.4 times greater than less structured competitors. The impact on revenues of a true data-driven approach is two and a half times more intense.
Machine learning leads to a 40% reduction in the CPA (Cost Per Action cost per marketing action) and an increase of up to 33% in the return on advertising costs (ROAS – Return on Advertising Spending).

On average, digital marketing improves a campaign’s performance by 20%, but effective “human intervention” combined with digital advertising tools adds an additional 15% to the campaign’s performance. Field tests show an increase of up to 50% in online transactions thanks to machine learning and data-driven marketing.