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Grappling With Integrated Marketing's Metrics Paradox

3 Minute Ad Age: June 2, 2008

By Published on .

NEW YORK (AdAge.com) -- A paradox of integrated marketing is that as it weaves together all advertising activities and metrics into a single entity, doing so makes it harder to actually differentiate and analyze those separate streams of data. That thorny problem was one of the many subjects covered during last week's ANA Integrated Marketing Conference in New York. In other news in this 3 Minute Ad Age, Sears has signed rap star LL Cool J to create an exclusive line of clothes in an effort to boost its sagging sales.

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