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:

  1. Read the first article. What problems does it suggest apply to analytics programs?
  2. Watch Introduction video. How do analytics apply to evaluation programs? To planning programs?
  3. Watch the How to Use Video. What suggestions are made? How would it help with the problems raised in the Value of Analytics article?
  4. Explain how analytics would be useful to small companies versus large corporations. Where would the system add more value? Defend your answer.

About Dr. Donald Baack

Co-author of textbook.

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