The ROI of WOM: A First Look at "WOMMA's Return on WOM" Brand Data Study

9:30 AM - 10:30 AM

Hosted by Word of Mouth Marketing Association

Highline Stages - EXPLORE 441 West 14th Street New York NY 10014




What is the true value of word of mouth (WOM), online and off, relative to other marketing and media?

In 2014, the Word of Mouth Marketing Association (WOMMA) gathered some of the world’s leading brands and researchers and launched “Return on Word of Mouth,” a landmark study to finally answer these questions:

  • How much of a brand’s sales are driven by WOM?
  • Does WOM amplify marketing and, if so, by how much?
  • How do the impacts of online and offline WOM compare?
  • What are the best practices for including WOM in marketing mix models?
  • How do WOM and paid impression compare in their power to drive sales?

In this session, study participants will present the results and discuss their far-reaching implications. You may also request a copy of this study at http://www.womma.org/ReturnOnWOM

Participating Brand and Research Partners:

  • Beth Rockwood, Discovery Communications
  • Jim Totten, PepsiCo
  • Lee Hurley, Weight Watchers
  • Nancy Smith, Analytic Partners
  • Erin Tavgac, Converseon
  • Brad Fay, Keller Fay

Moderator: Peter Storck, House Party (and Chair of WOMMA’s Research Council)


Venue & Location

Highline Stages - EXPLORE

441 West 14th Street
New York, NY 10014


Livestream

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Social Media Week

9:30 AM - 10:30 AM

The ROI of WOM: A First Look at "WOMMA's Return on WOM" Brand Data Study

#SMWROIofWOM






  • Brad Fay

    Brad Fay

    COO

    Keller Fay

    kellerfay
  • Lee Hurley

    Lee Hurley

    Vice President, Digital and Social

    Weight Watchers

    lhurley22
  • Rob Key

    Rob Key

    CEO

    Converseon

    robkey
  • Beth Rockwood

    Beth Rockwood

    Senior Vice President, Market Resources

    Discovery Communications

    discovery
  • Nancy Smith

    Nancy Smith

    CEO

    Analytic Partners

    AnalyticGlobal
  • Erin Tavgac

    Erin Tavgac

    Partner

    Converseon

    converseon
  • Jim Totten

    Jim Totten

    Director of Marketing Analytics

    Pepsi-Cola North America

    pepsi