Efficiency and effectiveness in digital advertising

June 2013

Digital advertising delivers powerful results for advertisers — but running digital campaigns has become too complex. Google commissioned The Boston Consulting Group to better understand the potential to improve efficiency and create more value in digital campaigns. Using "lean" methodology to map the end-to-end process of 24 digital campaigns across 15 digital marketers in Europe, the following research is what we found.

Inside Google Marketing: 3 steps to master digital advertising