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Setting the Bar: Measuring & Benchmarking ROI

SPEAKERS

Jessica Liu
27 Apr 2017
2:40 pm - 3:10 pm
The Hall

SESSION DESCRIPTION

There’s no argument whether consumer-to-consumer brand messages are powerful. WOMMA’s 2014 landmark study “Return on Word of Mouth” showed that they outpace paid messages by anywhere from five to 200 times. But marketers struggle to prove the tangible effectiveness of a specific word of mouth campaign. Now, new WOMMA initiatives on establishing standards can help marketers calculate how well their own programs are working and understand what they can do to improve them. During this session, we’ll explore new standards for measurement and benchmarking campaign ROI that aim to lift word of mouth marketing to a new level of transparency and accountability.