Sue Padalkar is a 15 year veteran of analytics based marketing with roots in statistical modeling and segmentation in the direct marketing arena. Prior to Avaya, she worked at best in class direct marketing firms like Prudential Insurance and JPMorgan Chase. Sue will share her experience with measurements under two different marketing scenarios. One scenario where the marketing role is largely direct marketing oriented and lead generation is seen as a key marketing metric, and another where marketing is more of a brand building function.