Cesar A. Brea is managing partner of Force Five Partners, LLC, a marketing analytics consulting firm serving clients with complex multi-channel sales and marketing operations. He led the digital media and marketing practice at Monitor Group, the international strategy firm founded by Michael Porter; led sales and marketing for Razorfish (the world's #1 digital advertising agency); helped build two Internet software firms; and led high-tech client engagements for Bain and Company. He is author of Pragmalytics. Rajkumar Venkatesan is Bank of America Research Professor of Business Administration at University of Virginia's Darden Graduate School of Business. He teaches Marketing Strategy and Big Data in Marketing, researches high-value customer-centric marketing strategies, and consults in multiple industries. He has been published in the Harvard Business Review, was named a Top 20 rising young scholar by Marketing Science Institute, and was a worldwide finalist in IBM's Informs Practice Prize Competition. Paul W. Farris is Landmark Communications Professor of Business at Darden. He taught at Harvard Business School, has managed marketing for UNILEVER, and managed accounts for LINTAS. His research on marketing productivity and budgeting has been published in Harvard Business Review, Marketing Science, Decision Sciences, and Sloan Management Review. Ronald T. Wilcox, Ethyl Corporation Professor at Darden, teaches Marketing Intelligence and Investor Behavior and Imperfect Markets. His research on financial services marketing and public policy has appeared in leading journals, and in The Wall Street Journal, Washington Post, Fortune, and Forbes. He is author of Whatever Happened to Thrift? Neil T. Bendle has over a decade of experience in marketing management and consulting, notably with his work in measuring marketing campaigns as Director of Finance for Great Britain's Labour Party. Now assistant professor of marketing at Western University's Ivey Business School in Ontario, Canada, he received the 2009 Lieberman Award for Outstanding Teaching Performance. Phillip E. Pfeifer is Richard S. Reynolds Professor of Business Administration at Darden. He teaches Marketing and Quantitative Analysis in Darden's MBA and Executive Education programs and researches interactive marketing, decision modeling, economic selection, yield management, and space-time modeling. He has written or coauthored 40+ journal articles, 80+ cases, and several textbooks. David J. Reibstein is William Stewart Woodside Professor and Professor of Marketing at The Wharton School, University of Pennsylvania. His research focuses on marketing metrics, competitive marketing strategies, segmentation, product variety, and brand equity. He was Executive Director and Academic Trustee of the Marketing Science Institute, and has consulted with GE, Estee Lauder, Novartis, and Harrah's.