Deep Knowledge of Customers Drives Today’s Engagement Tactics

Ah, those were the good old days. “Engagement was measured as someone coming in the front door of a business and buying something,” says Alan Webber, partner at Altimeter Group, a research-based business advisory firm. “It’s a lot more complicated now—they’re not just coming in the store, they’re talking with each other about what’s going on with your brand through a variety of platforms.”


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