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Implications of the Customer Engagement Maturity Model on social media

Online advertising attracted the highest advertising dollars last year, according to the Interactive Advertising Bureau (IAB). On one hand, the leading brands are struggling to show how million dollar investments on brand websites and social presence are influencing brand engagement. And on the other hand, there are those that realize the immense potential in social, but in the absence of a structured framework and benefits focused tools have thus far struggled with defining and presenting a solid business case to their CFO.