Brand engagement: Dial E for engagement

There is a need for a consumer-centric, holistic measure for cross-media planning. Each media touchpoint claims to incorporate unique values that make it better than others, but they cannot all be 'above average'.

Dial E for engagement

Robert Passikoff and Amy Shea

A BlackBerry Storm campaign showed how integrated engagement analyses can prove the impact of cross-media campaigns on consumer behaviour

A quick look around the world these days makes plain the need for...

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Insights Team
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