Research Update: Metrics Document Nearly Complete
The WOMMA Research and Metrics Council is nearly complete
with its work drafting the WOM Terminology Framework. More
than 40 companies have been involved in shaping what will
be the industry's very first set of comprehensive terms and
definitions. This terminology will enable consistent
measurement of word of mouth that occurs online, offline,
and in other contexts. It is the first step for marketers
to track the ROI of their word of mouth campaigns.
The Research and Metrics Council will also be issuing a
call for a family of 10-20 companion white papers and
articles to demonstrate how the new terminology works with
companies' existing research and services. The goal is to
use case studies and examples to firmly establish word of
mouth marketing as a fully viable part of marketing mix.
Market researchers: get involved quickly! WOMMA's work in
the next few weeks will redefine how WOM is measured and
discussed for years to come. To participate, simply send
an email to andy@womma.org.
