Stop Grading Your Own Homework: BCG Partner's Framework for Marketing ROI

BlueAlpha Field Notes

Is your marketing measurement stuck in a slide deck?Growth leaders know their attribution is unreliable. You have MMMs, A/B tests, and ad platform data, but how do you turn those noisy inputs into concrete, campaign-level actions? More importantly, how do you get your CFO to believe in them?

We sat down with Neal Rich, Partner and Director of Marketing at Boston Consulting Group, to discuss the three biggest challenges in marketing measurement:

1. The Data & Setup

2. The Methodology (MMM, A/B, etc.)

3. Turning Insights into Action

In this interview, Neal breaks down why so many companies get stuck obsessing over the "magic tool" (like an MMM) and fail at the two parts that actually drive value: data setup and organizational alignment.

Learn why your CMO's first call should be to your CFO and how to move your organization from "grading its own homework" to building a trusted, unified measurement framework.

ABOUT BLUEALPHA

Founded by ex-Tesla growth leaders who scaled budgets from $20M to $80M in 3 quarters, BlueAlpha transforms marketing measurement into an action system. Their AI-native platform turns noisy data into concrete weekly recommendations at the campaign level, helping brands like Klover, beehiiv, and 1440 cut waste and drive double-digit growth.

Ready to turn your measurement into an action system?

➡️ Learn more & schedule a demo: bluealpha.ai

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