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BtoB

Primedia Business adds tools to track ROI

Published on .

Naples, Fla., and Kansas City, Mo.--Primedia Business Magazines & Media Tuesday launched two initiatives designed to prove the effectiveness of its media vehicles and improve return on investment for advertisers.

With MediaBrains' MyLeadManager.com, Primedia Business has installed a Web-access lead-management tool designed to aid advertisers in tracking prospects.

And with MediaBrains’ 800# Call Tracking, advertisers can track phone calls and reader services responses through a single application.

"The bottom line for Primedia Business is that both MyLeadManager.com and 800# Call Tracking will prove the value of placing ads in our publications, and we will successfully build advertiser loyalty,” said Christine Oldenbrook, Primedia’s VP-audience marketing.

Primedia Business is a unit of New York-based Primedia Inc.

--Sean Callahan

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