Topic
Every post on the Index about customer engagement.
Dahv argues that performance marketers who stick to digital ads overlook a B2B shift toward experiential events. Drawing on a software client that hesitated until a competitor's live showcase drew engagement, Dahv says in-person experiences build more authentic connections.
Todd argues that the buzz around Meta's Seller app misses the point. New platforms should be treated as customer signals that feed a decision support system, validating which investments drive immediate incrementality and longer-term organic growth, rather than as more reporting.
By Todd Kirk
Todd argues that unused rewards are often an early sign of disappearing engagement, not happy savers. He says loyalty, media, pricing and other investments trigger linked customer responses, so teams should study the whole system instead of optimizing single metrics.
By Todd Kirk
Todd argues that brands and agencies waste the World Cup by running isolated promotions during key matches. He says using search data to adjust strategy in real time keeps engagement going beyond the event, even for brands that are not FIFA sponsors.
By Todd Kirk