Summary of Igniting Customer Connections

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Igniting Customer Connections book summary


8 Overall

8 Applicability

8 Innovation

8 Style


Ultra-competitive modern marketing can daunt even the most seasoned executives, so everyone is on the lookout for helpful big ideas. Online-marketing expert Andy Frawley delivers by putting the focus back on the customer. Frawley introduces “Return on Experience times Engagement” (ROE2), which he calls “a fundamentally new model for marketing” that can augment the usual return on investment assessment. He backs up his innovative suggestion with positive business results, professional knowledge and empirical data from surveys of more than 4,000 consumers. getAbstract suggests Frawley’s customer-centric approach to marketers seeking new ideas to consider as they make the shift from traditional measurement practices to digital platforms.

In this summary, you will learn

  • How measuring “Return on Experience times Engagement” (ROE2) can help you assess your product’s full “customer journey,”
  • How to create an “actionable brand idea” that engages your customers and
  • How to implement ROE2.

About the Author

Andy Frawley is president of the marketing firm Epsilon Data Management LLC, where he is responsible for general management, sales, marketing, online solutions, strategy, development and marketing technology.



Are You Still Asking the Right Question?
Is strict reliance on conventional marketing metrics, including return on investment (ROI), becoming passé? Time-based, short-termed and reductive, ROI doesn’t account for the cumulative costs of marketing campaigns. It can’t measure customer experiences...

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    Joel Colon 3 years ago
    This is a good summary, I also agree that ROI will not be replaced but it is also good to track consumer engagement and return on experience

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