This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing...

Many mobile app providers offer their apps for free and base their business models on user engagement. However, declining app usage over time threatens user engagement and the ability of apps to create business value. To keep users engaged, app providers use gamification, i.e., they link their...