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From data to dialogue: speaking the CFO’s language

Luc Eeckhout, Manager Media & Agencies
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At a recent UBA round table, CMOs examined how to balance long-term brand building with short-term results, and how to prove effectiveness through the right KPIs. This is the second in a series of three articles examining key challenges faced by marketeers today. The first article explored approaches for identifying new growth opportunities; this article addresses how marketeers manage the balance between brand building and achieving short-term results.

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