Last year, Boston Consulting Group (BCG) put out a study that found only 2% of businesses in Australia and New Zealand are realising the power of data-driven marketing. After releasing new research detailing how brands can benefit from first-party data, we sat down with BCG’s Chris Mattey and Google's Alex Spurzem to discuss the latest insights and how Aussie and Kiwi brands can best use customer data in their marketing efforts.