The Moment of Truth

What is the value of a more fully engaged consumer audience? This white paper – "The Moment of Truth" – explores the fundamental changes in the business of marketing and then introduces a capability model for driving customer engagement in this connected world. Designed to optimize customer and shareholder value, its goal is to enable firms to redirect 15 to 30% of media spend to higher performing alternatives. Already, three leading brands have seen performance improvement exceeding $100 million per year.

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