Troy Burk

Troy Burk
What Is Engagement Worth in Marketing?

Most people are familiar with the credit report commercials featuring the hapless musician driving a used subcompact because his FICO score is too low to get a car loan. While amusing, the message is a serious one: The higher the score, the better. The same concept can be adopted by marketers to effectively drive more revenue. By incorporating the concept of scoring engagement, you glean insight into the buying readiness of a prospect or customer.