BzzAgent, the word-of-mouth marketing agency in Boston says that, 50 cents is the value of a conversation on behalf of a brand however WOMMA has yet to agree on a standard metric.
In this era of increased accountability, marketing metrics are key. W-O-M is tough to quantify, but I admire BzzAgent’s effort. They measure success by dividing sales by total conversations.
However, W-O-M efforts vary because every input varies.
Net Promoter score is another good way to try to land on a measurement. It measures a W-O-M program’s success by looking at how many people would
recommend your brand or product to a friend.
