Many marketing experts believe that analytics have become the driving force behind a great number of IMC programs, both in terms of IMC planning and in evaluation programs.
Resources:
Discussion Questions:
- Read the first article. What problems does it suggest apply to analytics programs?
- Watch Introduction video. How do analytics apply to evaluation programs? To planning programs?
- Watch the How to Use Video. What suggestions are made? How would it help with the problems raised in the Value of Analytics article?
- Explain how analytics would be useful to small companies versus large corporations. Where would the system add more value? Defend your answer.
Clow/Baack 