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Neal Rich

Partner & Director Denver
Neal Rich explains BCG’s diverse and holistic approach to assessing a company’s marketing performance.

Education

  • MBA, University of Chicago Booth School of Business
  • Master's degree, international relations, University of Chicago
  • Bachelor's degree, international government, Dartmouth College

Neal Rich is a core member of Boston Consulting Group's Marketing, Sales & Pricing practice, working globally and exclusively on topics related to marketing effectiveness, impact, and efficiency.

He has been critical to developing BCG's approaches to ROMI: Return on Marketing Investment across both B2C and B2B industries. Neal maintains BCG's relationships with third-party analytic firms and leverages his prior work experience to help clients better partner with their agencies.

Prior to joining BCG, Neal worked for 8 years in advertising at Leo Burnett in a variety of positions.

Publications and Videos

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Marketing and Sales
Article
April 7, 2021
How Nimble CMOs Invest Their Marketing Budgets
Companies should treat their media buys as investments rather than expenses in order to maximize returns in a post-COVID world.
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Marketing Measurement: Building the Toolkit
Video
March 17, 2021
Marketing Measurement: Building the Toolkit
When building a marketing measurement toolkit, it's important to use a variety of different tools. This LABtalk session introduces these different types of tools and outlines how to use them to holistically measure marketing performance.
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Marketing and Sales
Article
December 7, 2020
Companies Gain When CMOs and CFOs Measure Success Together
A good measurement system requires transparency, clarity, and ease of interpretation.
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Marketing and Sales
Article
October 7, 2019
Marketing Measurement Done Right
Marketers able to accurately track what’s working can expect to see a 20% to 40% improvement in spending efficiency and as much as a 10% increase in effectiveness.
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Marketing and Sales
Article
March 26, 2019
Capturing the Offline Impact of Online Marketing in B2B
B2B marketers win when they use offline and online as mutually reinforcing channels. But to do so, they’ll need new techniques and a new way of thinking.
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Marketing Function Excellence
Article
February 2, 2017
Making Sense of the Marketing Measurement Mess
Marketers still have trouble demonstrating the value they create, even despite all the data, tools, and analytics available today. Five rules help link measurement to business outcomes.
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Marketing and Sales
Article
March 11, 2015
Signals Intelligence
Display retargeting from paid search ads can reduce cost per action by 40%. Advertisers that don’t use this advanced technique are leaving money on the table.
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Marketing and Sales
Article
September 16, 2014
Improving Engagement and Performance in Digital Advertising
Advertisers that use advanced targeting techniques reach an engaged audience in ways that increase relevance and enhance the consumer experience.
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Connect with Neal Rich to unlock insights and solutions.

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