Accounting for engagement

Barbara Zack

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.

Accounting for Engagement

Barbara Zack

'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 it?

At IAG, we believe that the visual of three overlapping spheres (see Figure 1) provides a framework for talking further about – measuring, managing and accounting for – engagement.

Advertising professionals have been discussing each of these spheres of engagement (somewhat independently) for as long as we've been discussing advertising effectiveness.

  1. Media...

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