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Professor Neil Bendle: Why Investors Need Better Measures and Reporting of Marketing Performance

Given the growing contribution of marketing investments, assets and strategies to firm value – investors need better reporting of the value and performance of marketing assets like brand value and customer equity to guide investment decisions and
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Elissa Fink, CMO of Tableau: Helping Marketers Make More Data-Driven Decisions About Growth

Elissa Fink, the CMO of Tableau Software shares the practical ways that leading organizations are using data to support growth strategies, marketing resource optimization, and the big trade-off decisions they need to make to compete in a digital