90% of marketing happens AFTER your customer contacts you, however most businesses spend the vast majority of their marketing budget on awareness initiatives. How could this be? It comes down to the fact that the most easily measurable statistics for marketers are awareness indicators (e.g. click-throughs, page views, phone calls, Facebook “Likes”, etc.). Businesses would do themselves a big favor if they devoted more of their marketing efforts to customer engagement and measured revenue and repeat business.