Accounting for Engagement
'Everything is measurable and what can be measured can be managed'
McKinsey
Much of the recent dialogue within the US has revolved around the topic of 'engagement': what is it, how do we measure it and how do we achieve...
Accounting for engagement
Barbara Zack, managing director and chief strategic officer for IAG Research, takes a look at 'engagement' - reaching the right people at the right time (targeting), with the right creative execution, in the right media environment.
