May 2005

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New members: MSHC Partners, Brains on Fire, Weber Shandwick

WOMMA welcomes its newest members:

MSHC Partners

Brains on Fire

Weber Shandwick

Thanks for your support!

Posted by WOMMA Editor at May 23, 2005 | Link

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.

Posted by WOMMA Editor at May 23, 2005 | Link

Dr. Katherine Lemon joins WOMMA Advisory Board

Dr. Katherine Lemon
Associate Professor
Boston College Carroll School of Management

Dr. Lemon's research and expertise is in the areas of customer equity, customer asset management and customer-based marketing strategy. She has conducted research in a myriad of global industries, including financial services, consumer packaged goods, retailing, telecommunications, interactive television, computing, high-technology electronics, and emerging e-commerce companies.

Working Papers

"The Theoretical Underpinnings of Customer Asset Management: A Framework and Propositions for Future Research" (with R. Bolton) October, 2004

"Return on Marketing: Using Customer Equity to Focus Marketing Strategy" (with R. Rust and V. Zeithmal) 2004

"What is the True Value of a Lost Customer?" (with J. Hogan and B. Libai) 2003

"Developing Synergies Between Promotions and Brands in Different Price-Quality Tiers" 2002

Official Site

Posted by WOMMA Editor at May 18, 2005 | Link