Why you must think really hard about engagement in your marketing

How to measure success ... the difficulties facing companies and the value of thinking through what YOU really need from your engagement.
Wharton Professors Eric Bradlow and Pete Fader discuss the difficulties of engagement metrics in advertising. What matter more the metrics or the outcomes.  Can there ever be really effective measurement?


Key Points 

No metric really fits the whole business need 

Biggest mistake is to 'Cut Back' on marketing and advertising. Those that invest aggressively gain significant market benefit long term (250% increase)