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How Big Data Brings Marketing and Finance Together

Harvard Business Review

JULY 17, 2014

When Raja Rajamannar became CMO of MasterCard Worldwide in 2013, he moved quickly to transform how the credit card giant measures marketing. Rajamannar involved finance early. At many companies we work with, analytics becomes the connective tissue between the different visions of what drives results emerging from marketing and finance.

Finance 13
Finance Marketing P&L ROI 13
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Yes, Marketers, There Is Life After Mommyblogging

Harvard Business Review

APRIL 1, 2013

Boomers averaged $650 spent online vs. Gen X at $581 and Gen Y at $429, according to Forrester Research. In 2013, the world of "influencer marketing" is a crucial element of the marketing mix. They want marketers to better help women age well; it's about looks, finance, dreams, work, parents, and kids. Then there's food.

Marketing 8
Marketing Freedman Forrester Fashion 8
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