Benchmarking Finance Loyalty Short-term 
Harvard Business Review
NOVEMBER 25, 2013
To date, however, the reality of marketing analytics has fallen short of the promise. Just 36 percent of CMOs, for example, have quantitatively proven the short-term impact of marketing spend, according to the 2013 CMO Survey (and for demonstrating long-term impact, that figure drops to 32 percent).
Harvard Business Review
SEPTEMBER 1, 2011
MBA finance majors learn early that trying to anticipate equity and commodity markets with such data is like trying to drive a car while only looking in the rear view mirror. In short, when you're relying on suspect data and looking backwards, your 'hit rate' is always going to be significantly diminished. So what do you do?
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