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HBR: How Big Data Brings Marketing and Finance Together

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In this Harvard Business Review blog post, MarketShare Co-founder and CEO Wes Nichols examines how and why the relationship between marketing and finance is evolving due to the impact of advanced analytics technology.

Says Nichols, "Companies that fail to update their marketing organizations and continue using antiquated measurement solutions are at risk of being left behind. New marketing-finance relationships combined with advanced analytics technology are increasing efficiency and delivering 'found' dollars to the bottom line."

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