March 31, 2005

WOM Units and C.P.I.

There was a lot of chatter about measuring and quantifying WOM during the conference.

One emerging idea was the concept of a WOM Unit. Jonathan Carson (BuzzMetrics) defines a WOM Unit as “a single unit of marketing-related information.” Another idea discussed was C.P.I. – Cost Per Influencer.

Anyone else having a hard time imagining presenting a media spend plan with 125 WOM Units at a certain CPI? How much longer until someone proposes an E.I.F (Effective Influencer Frequency) measurement for a WOM campaign?

Obviously we have work to do on quantifying WOM.

Mar 31, 2005 9:37:39 PM | Word of Mouth Marketing

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johnmoore (from Brand Autopsy)

As a marketingologist with the Brand Autopsy Marketing Practice, I give companies “Second Opinions” about the business and marketing activities they are currently doing or considering doing.

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