For brands competing for customer attention, using contextual interactions is the key to establishing an on-going exchange with the customer. Customers are keenly aware of and avoid traditional marketing tricks that attempt to artificially foster engagement. Customer-obsessed brands have found that establishing a framework for delivering value to their customers on an on-going basis leads to greater engagement and allows for the capture and analysis of critical engagement data that helps improve the next interaction. This point of view explores the role of this engagement data, or context, in establishing a virtuous cycle of value that benefits customers and brands alike.
