New in the WOMMA Member Center
We are constantly adding valuable word of mouth marketing whitepapers, research studies, essays, opinion papers, and other content to WOMMA's member center. These are just a few of the NEW items you'll find there:
Net Promoter Economics: The Impact of Word of Mouth
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This study from WOMMA member company Satmetrix examines the relationship between the net promoter score and word of mouth that is spread in the computer hardware industry, as well as examining the link between customer loyalty -- as measured by the NPS -- and customer purchase behaviors. The study also quantifies word of mouth activity within the product category and effectively links loyalty with growth.
A Case For Using the Internet to Track Offline, Organic Word of Mouth
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This article, written by Karen Kraft of WOMMA member company Decision Analyst, takes a look at one of the big "missed measurement" areas in word of my marketing: organic, offline spread. The article offers up some possible solutions for capturing data about offline word of mouth, including screening representative consumer samples and measuring how often consumers talk about different categories of products and services.
WOMMA members, log in to the WOMMA Member Center to download your own copy:
http://womma.leveragesoftware.com/blog_view.aspx?CustomerID=memberlibrary
