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Mark Abraham leads Boston Consulting Group’s Marketing, Sales & Pricing practice in North America. He is a core member of the Consumer, Retail, and Marketing, Sales & Pricing practices at BCG. He also launched and leads the firm’s personalization capability.

Since joining BCG in 2004, Mark has helped clients use data and technology to deliver one-to-one breakthrough customer experiences across channels. He has acquired deep knowledge and expertise by advising iconic clients in food and beverage, retail, consumer packaged goods, and apparel, as well as a broad range of other categories. Mark has also led many end-to-end transformation programs for large, global consumer packaged goods and retail clients.

He has built some of the firm’s largest ventures and AI platforms, including Fabriq Personalization AI by BCG X, a personalization platform that accelerates personalization.

Mark coauthored the book Personalized: Customer Strategy in the Age of AI, which helps executives learn how to put personalization at the center of their strategy, accelerate growth, and capture their share of the $2 trillion personalization prize.

AREAS OF EXPERTISE

EDUCATION


  • MBA, high distinction, University of Michigan Ross School of Business
  • BA, business studies, Oxford Brookes University

Publications and Videos

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What Consumers Want from Personalization

A global BCG survey of 23,000 consumers reveals the benefits and hazards of uniquely customized interactions between brands and individual customers.
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Retail Spotlight: Personalization in Action

Top retailers on the BCG Personalization Index can achieve an estimated $570 billion in incremental growth by harnessing first-party data to make customer interactions faster, easier, and more convenient.

The Power of Personalization in the Age of AI

Sharing insights from his research, BCG's Mark Abraham highlights a key mindset that can help companies boost their growth—and delight their customers—in today's era of AI.

Personalization That Clicks with Customers

Advisor and C-Suite Executive Aimee Johnson and BCG’s Mark Abraham discuss the importance of simplicity, creativity, and delivering delight in personalized experiences.

Seizing the Personalization Opportunity

Brands that score well on BCG’s personalization index grow 10% faster than do laggards, according to BCG’s Mark Abraham. But the initiative must start at the top.

Introducing the Personalization Playbook Every Company Needs

In BCG’s new book, learn how industry leaders are making personalization a strategic priority, building competitive moats--and seizing their piece of the $2 trillion growth pie.

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How CMOs Are Shaping Their GenAI Future

According to our 2024 survey of over 200 CMOs in 7 countries, CMOs increasingly view generative AI (GenAI) not only as a way to improve efficiencies but also to unlock growth.
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How Retail Media Can Top the CMO Agenda

Retail Media 3.0 will unlock the channel’s potential as a powerful, strategic marketing tool. But to get there, players must leverage partnerships and insights.
Web3 Opens New Paths to Customer Loyalty | rectangle

Web3 Opens New Paths to Customer Loyalty

Customer engagement in loyalty programs has been stagnant for years. Web3 supports offerings, like nonfungible tokens (NFTs), that get customers more engaged—and companies creating more revenue.

Customer Experience in the Age of AI

Customers have come to expect personalization. Brands should start with the messaging and use data as fuel to power an “intelligent experience engine.”

How Retail Media Is Reshaping Retail Rectangle

How Retail Media Is Reshaping Retail

BCG partnered with Google to examine how companies of all sizes can position themselves to capture growth opportunities in their retail media business.
The $70 Billion Prize in Personalized Offers - rectangle

The $70 Billion Prize in Personalized Offers

There’s gold at the end of the personalization rainbow. To get it, retailers need to focus on the customer experience, technology, and operating models.