In BRITE Ideas Ep. 12, JP and Matt speak with Lynne Biggar '90 (senior advisor, Boston Consulting Group; board member, Voya Financial) about the crucial need to link together marketing and business goals with both short- and medium-term metrics. In addition, Lynne also shares insights on using corporate purpose to drive stakeholder relationships at a time when trust it waning globally and how data-informed decision-making is critical, but is still not doing well at capturing brand investment impacts.