Chapter 5. Measuring Consumer Engagement
• What are the causes and effects of the changed communications paradigm that marketers face?
• What are the best industry standards to measure of the effectiveness and efficiency of customer engagement in this new world?
• How can you calculate effectiveness and efficiency in this new environment?
The “last mile” of driving growth through marketing is the customer engagement process. In the new marketing order, all the rules of the road for this last mile are changing.
Chapter 1, “Open Your Mind to the New Marketing,” placed the “old marketing” view at the top of the old, aging S-curve (see Figure 1.1), where, no matter how much more effort we put in, the returns in improved effectiveness and efficiency ...
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