Integrated planning has been dominating the marketing conversation for many years now but the jury is still out on whether we are truly integrated or not. Ensuring that multiple communication channels are added to planning is a good starting point; yet we cannot claim it to be integrated. For campaigns to be truly integrated, it is important to add data points to advertising metrics such as brand sentiments (including review, social and search), as well as purchase data, along with conversion attribution hypotheses like reach and engagement across channels.
SMAC (social, mobile, analytics and cloud) have enabled us to consume massive amounts of information, interact with others and make pu
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