Irute Daukseviciute is MSc in Marketing and International Management Programme Director and a Lecturer in Marketing & Reputation at Henley Business School. She has five years’ experience lecturing Management in higher education. Irute holds a PhD in Management from Vilnius Gediminas Technical University (Lithuania), which was complemented by an internship at Oxford Brookes. Alongside her PhD, Irute has a Masters in Banking and her thesis was selected by the Ministry of Economy (Lithuania) among one of the top papers in the country, and holds a bachelor in Finance. Irute is also recognised as Associate Fellow of the Higher Education Academy. At the same time as pursuing an academic career, she has gained seven years’ experience in the banking industry, having worked at several top banks in Baltics. While working in the banking industry, she was mainly occupied with developing core credit products for businesses and private clients and as such worked closely with marketing departments. She was also intensively involved in delivering training for relationship managers. During her career in banking, Irute received several awards for her performance in sales area and product development. Furthermore, while working jointly with government body institutions in the country and European funding organisations, she was involved in strategic decisions for developing new credit products to drive economic growth. Irute has also served as a key note speaker at marketing related events while working in the banks. Irute has been also working as a consulting in the UK. Irute’s current research focus is in optimising marketing programmes, including measurement of return on marketing and marketing costs. She has published different aspects of her research in peer reviewed academic journals, including Journal of Strategic Marketing, Academy of Marketing proceedings. Irute received Best Paper award at the Academy of Marketing of 2015. Uncertainty in measuring marketing performance is what drives her motivation to focus on this under researched arena.