It's time for marketers to look at return on engagement
Posted by Mark Stuart in Customer intelligence, Marketing on Mon, 25/01/2010 - 05:57
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- One of the risks of the internet is that because it's so measurable, companies become reluctant to invest in anything that doesn't bring a direct financial return
- Customer engagement is a valuable metric for charities and the non-profit sector
- Yet return on engagement is a valuable metric in itself, and one that's often overlooked
Mark Stuart examines the need for marketers to start factoring ROE - return on engagement - into their equations.
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