In a world of push, you don’t have to worry about what the customer wants from ‘the engagement’ because you are simply shoving stuff at them: ‘impressions’ on ‘eyeballs’. In a world of genuine engagement, the customer’s ROI on the engagement is the critical metric – because “if I don’t get the returns I want from this engagement I won’t bother investing my time, attention and energy”. We’re just at the foothills of understanding, however use Shopper's Voice for pure engagement and substantially improved marketing communications.