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Integrated Marketing ROI (IMR) Framework

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  1. Need clarification….

    * Is it possible to study which channel assist in brand awareness?
    * Which channel assist in conversion?
    * What type of lead attribution model is used in Integrated Marketing Framework (IMR)?

    1. Hello Ramki,

      The first 2 can be answered in case of good quality data and if the model picks up, but the bigger question will be on the implementation, given the dynamic nature of media. Ideally it is better to do at the genre level.

      A3: We have evolved a framework using spectrum of analytical techniques and is proprietary to Meritus

      Hope this answers

      Best Regards

      Venkatesh