"This Data Is Useless – Or Is It?"  Please respond to the following:  Note: Your initial discussion post and / or reply(ies) can be the traditional keyboarded entry, or you can use a video response (See the Job Aid in the Student Center of the online course). •Give your opinion on whether or not you believe sales figures are important when evaluating integrated marketing communications (IMC). How should hard data such as redemption rates and store traffic be used in the evaluation of marketing communications? In terms of accountability, how important are behavioral measures of IMC effectiveness?