A model that demonstrates the link between consumer engagement and profit margins could be the necessary fuel to propel marketers into the boardroom.
Marketers must not only engage consumers through advertising, experiences and online dialogues, but these days they need an in-depth financial understanding. A recently unveiled study by research consultancy Hall and Partners suggests that up to two-thirds of a brand’s profits may rely on effective consumer engagement.
To help marketers understand how what they do contributes....