The role of data integration in integrated marketing communications planning — Dawn Orr and Jon Cano-Lopez, Journal of Direct, Data and Digital Marketing Practice Vol. 7 No. 2

Media fragmentation has diluted the impact of most media. To achieve even average coverage across all customer groups involves buying multiple spots in diverse channels. Conventional media metrics have not helped advertisers to track these elusive consumer groups. Media-neutral planning makes even greater demands on data capabilities. To address this growing complexity and decreasing effectiveness, marketers need to use data characteristics to deﬁne their choice of media, rather than proﬁling the consumers of media that have already been planned. In this way, a better ﬁt can be achieved between the target audience and the media it uses. For brands with multiple customer franchises, this may be the only way to increase ROI on their
marketing.

All users may view the comments on this page (which are visible to external search engines); however, you must log in to post comments.
Authors' names will be displayed with their comments for authenticity and to reduce inappropriate postings. Display of your organisation name is optional.
To keep comments legible and their presentation on this page tidy and consistent, there are no font or HTML formatting options available.
Comments are posted and displayed in real-time without moderation, however our editorial team regularly reviews these and will remove inappropriate comments.
The IDM will not be held liable for any comments made by users of this website or for any actions taken or arising as a result of these.
We have endeavoured to keep access as open as possible and these rules as short as possible. We trust our members, customers and users to use this facility to make informed comments in the pursuit of better knowledge and enhanced professional practice. At all times we expect comments on this page to be honest, respectful and in good taste. We accept that occasionally those from outside our professional community might be inclined to post inappropriate comments and we will do our best to remove these promptly. If we have missed something or you find a comment offensive or potentially slanderous, please advise us immediately by emailing servicesteam@theidm.com. Thank you.

buy this resource

Published	Format	Price	Buy
01 Oct 2005		£19.50
Free access to members (log in) Join now
NOTE: To view Portable Document Format files (denoted .pdf), you will require Adobe Acrobat Reader. If you do not have this application installed on your PC, click here to obtain a free Acrobat Reader download.

In this section