Respondents say Incrementality testing delivers tangible budget wins, but organizational resistance thwarts better ...

Super Bowl ads, billboards and conference spectacles may grab attention, but finance leaders say peer networks and ROI still drive their software-buying decisions.

For as long as I’ve been in marketing measurement, people have been searching for the “easy button,” the one tool, model or platform that will finally tell them which marketing dollars truly drive ...

Consumer finance is an extremely competitive space. Banks, lenders and credit card providers are battling against one another to win over new and existing customers with tailored reward incentives, ...

In truth, they probably already arrived. A pandemic is a pretty good reason for the numbers to come under greater scrutiny. After all, the very survival of some companies and countless jobs depends on ...

The financial services industry is an incredibly competitive marketplace in today’s digital age. This is all the more reason why a financial professional should create a competitive edge whenever ...

Marketers are often great at telling a compelling story—until the budget meeting. That's when the CFO leans in and asks the one question that can stop momentum cold: What's the return? In today's ...