Solving the ROI Riddle: Perspectives from Marketers on Measuring Word of Mouth Marketing

The WOMMA ROI Guidebook emphasizes both online and offline venues where consumer sharing and recommendations occur. WOMMA has included chapters on to cover the range of ways marketers seek to engage their audiences and drive business value. The WOMMA ROI Guidebook provides concrete examples of ways that word-of-mouth and social media programs add value to the business as well as how costs are calculated. In particular, marketers will learn ways to: • Measure increase in revenue • Measure lift brand perceptions • Compare costs with traditional marketing methods • Show how cost is reduced as a result of word-of-mouth or social media programs • Track performance against benchmarks