At the BRITE '12 conference, Professor Don Sexton (Columbia Business School) discusses the results of /"Marketing ROI in the Era of Big Data: The 2012 BRITE/NYAMA Marketing in Transition Study./" Marketing executives want to be data-driven, but most indicate that they have challenges with collecting, managing and sharing data in their organization. Furthermore, most marketers struggle to link their activities to a return on their investment. However, those who are satisfied with their abilities usually spend at least two to five years at it – so the big lesson learned is to get started.

The BRITE Conference on Brands, Innovation and Technology is hosted by Columbia Business School's Center on Global Brand Leadership. For more information, visit http://briteconference.com or http://globalbrands.org

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