This report contains a framework for making sense of customer engagement metrics at one’s organization. It shares requirements for putting that framework to use and gives examples of companies successfully navigating customer engagement efforts.

With smartphones ubiquitous, marketers have new ways of linking online advertising with offline actions. This enhanced online-to-offline (O2O) view exposes a broader swath of the path to purchase and more accurately reveals advertising effectiveness.

Priest Willis, senior global marketing manager at Lenovo, spoke with eMarketer's Ross Benes about how the electronic device manufacturer is tweaking its attribution approach.