After an exhaustive search through credible sources, it appears that information on how the top five consulting companies leverage video content creation, data, and analytics in their marketing operations is unavailable in the public domain.
- To effectively market themselves among clients and possible new customers, as well as to arouse the executives that usually select them, Accenture Digital set up a 65-foot audiovisual Cube which showcased deeply engaging 360-degree video experiences to 160 politicians and CEOs in attendance at a PR event.
- It also issues blockchain application marketing videos to alert audience members of how Accenture permits brand-new commerce abilities on smart devices worldwide.
- In terms of leveraging data and analytics as marketing tools, Accenture markets around its comprehension of analytics tool sets across reporting, cross-channel attribution, implementation, optimization, and data transformation and management.
- Those who work for Accenture Marketing's analytics team must comprehend the significance of thorough analytical decision-making and the connection of assignments to the entire operation. Also, they should have the capacity to take on projects "in the context of a marketing/retail business performance improvement initiative."
- In terms of video content creation capabilities, McKinsey has used its YouTube channel to post videos and market its offerings. One such video on the impact of the 'digital disruption wave' is provided has 8,400 views to date.
- McKinsey also leverages video content to promote its offerings around digital reinvention.
- In leveraging insight articles on the use of data and analytics in marketing, McKinsey highlights its capabilities relating to "translating data into business value," generation, collection, and refining data through various articles.
- Digital analytics techniques and technologies used by Digital Marketing Associates at Mckinsey include marketing data marts, attribution platforms, Omniture, etc.
- In terms of leveraging video content creation, BCG also uses its YouTube channel to post videos marketing the importance of their services. One such video is titled 'Data-Driven Marketing Approach is Driving Growth for Leading Marketers,' which has garnered 912 views since March 2019.
- Such video content is also employed by BCG on its corporate website, promoting its services and guaranteeing effective messaging.
- In terms of leveraging data and analytics capabilities, BCG uses its insight articles to showcase the following:
- In terms of leveraging video content creation in their marketing operations, Bain distributes about ten videos monthly or over two videos weekly.
- To date, Bain has posted over 700 various videos.
- Reportedly, every video obtains around 1,000 views, on average, which come from customers or prospects that are very engaged and qualified. Therefore, its strategy is considered to be highly effective.
- For data and analytics, Bain promotes its Advanced Analytics Group (AAG), which is spread throughout its global offices. The members of this group consists of highly skilled employees in computer sciences, mathematics, statistics and additional quantitative disciplines and fields such as academia, data science, and marketing analytics.
Our research began by searching through corporate publications from Accenture, McKinsey, BCG, Bain, and Deloitte, which included their knowledge and article repositories, annual reports, corporate and investor filings, media releases, etc. We aimed to identify their marketing strategies, and how they leveraged their capabilities around video content creation, data, and analytics in their marketing operations. Although practical examples of them utilizing video content explaining their services were available on their sites, no insight articles were divulging their strategies around it. Similarly, these companies are large, multinational consultancies dealing with numerous clients, and the articles on leveraging data and analytics targeted potential clients instead of the company
Since the request asked how the mentioned areas were leveraged in the areas of marketing operations, we looked into marketing case studies, or marketing initiative articles in sources such as Marketing Week, Adweek, Adage, and HBR, as well as case studies and reports published by AdVids, Event Marketer, etc. We aimed to find articles detailing how the companies leveraged video content creation, data, and analytics as part of their marketing strategy. Although we found some event or case-based examples of such leveraging, they were mostly reporting on specific event-based cases, which would not qualify as comprehensive insight articles.
To find insights on the companies instead of their offering or takes on other businesses, we observed interviews of the company executives. For this strategy, we identified C-level executives with titles such as CMO, VP of Marketing, etc., of these companies from sources such as LinkedIn. We then searched for their interviews on CNBC, MSNBC, Business Insider, Forbes, Fortune, WSJ, etc. We wanted to find their take on specifics around video content creation, data, and analytics. However, the interviews we found discussed market trends, end-user requirements, company solutions, etc., rather than combined insights on how they map solutions against each of the end-user specifications.