Shiv Gupta is a principal at Quantum Sight LLC. He helps clients develop data, analytics and digital technology strategies to drive compelling relationships with customers. In this blog, he'll discuss ways in which marketing organizations can regain their strategic bearings and leverage their tech stack for both short-term and long-term gains. Reach him at

I recently bought a Nespresso coffee machine because George Clooney is its brand ambassador. I figured if I could even get 10 percent of his charm by drinking Nespresso, the investment would be worth it. After a week, I asked my wife if she noticed any changes. After a short moment of evaluation, she kindly responded, “I think you need to give it more time but also hang on to the receipt.”

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