Engage & Measure Phase

Andreas Fuchs ()
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Andreas Fuchs: Technical University of Applied Sciences Würzburg-Schweinfurt, THWS Business School

Chapter Chapter 5 in MarTech, AI, & Automation: The Future of Marketing, 2026, pp 121-130 from Springer

Abstract: Abstract This chapter explains how companies can optimize and make their marketing activities measurable through targeted customer engagement and data-driven performance management. Following data collection, analysis, and orchestration, the final phase of the Marketing Technology Framework—“Engage & Measure”—focuses on active customer interaction. The chapter describes how data-driven analyses help to continuously improve marketing activities. Key topics include the importance of customer engagement, methods for measurement and optimization, and relevant KPIs for targeted campaign management. Through practical use cases, strategic success factors, and actionable recommendations, readers gain concrete insights into how they can leverage data-driven marketing to secure sustainable competitive advantages.

Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-51166-1_5

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DOI: 10.1007/978-3-658-51166-1_5

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