BCG Collaborates with Google Digital Academy To Foray into Digital Skills


The outgrowth of digital media is undergoing a phenomenal modification. Lately, the Boston Consulting Group (BCG), along with Google Digital Academy has founded a new partnership to drive an industry wide initiative - The Talent Revolution. The program is primarily launched to promote digital marketing skills for leading companies, across the globe.

For the first time in history, Google Digital Academy and BCG together has planned a survey to enhance company's digital marketing efforts more effectively and efficiently. Apparently, BCG and Google Digital Academy will execute an annual survey of digital-marketing capabilities of the participating companies. After the survey, the companies will be handed over its digital-skills "health check" in the form of a benchmark report - highlighting company's performance against industry’s average. Later, by using this benchmark report Google Digital Academy and BCG will identify key gaps in digital marketing skills,  and further help leading companies build their digital marketing skills to keep pace with the rapid changes occurring. Dominic Field, Partner at The Boston Consulting Group noted that, "One of the big problems that advertisers face is that they do not know what they don’t know when it comes to digital marketing. The annual Talent Revolution survey will help them identify where there are gaps in their digital capabilities. The Academy will help them raise their games to make more efficient and effective investment decisions".


Until now, more than 30 organizations have already participated and assisted BCG with the initial phase of the initiative. The leading advertisers who have participated in the Talent Revolution include Tesco, Unilever, P&G, Vodafone, the UK’s Government Communication Service, and Cancer Research UK. Other than this, pools of partners like Knowledge Engineers, the IAB, ISBA, the Marketing Society and the Marketing Academy has also contributed towards Talent Revolution. “Marketers themselves recognize that there is a gap in digital skills: 82 per cent of those surveyed recently told us they think so. The Talent Revolution initiative is bringing together the best industry advisors and representatives to address this gap and make sure that marketers become the driving force behind future business success”, said Shuvo Saha, Director of Google Digital Academy.


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