The Online Advertising Playbook: Proven Strategies and Tested Tactics from The Advertising Research Foundation

Measuring Word of Mouth

Realizing that word-of-mouth campaigns generate positive and negative comments or actions, how should marketers evaluate their brands’ results? Experienced word-of-mouth marketer Sprint advises, “define specific success metrics before beginning a word-of-mouth campaign” (Wood 2006b). That’s especially good advice because there are so many ways to research, analyze, and gauge results. Personalize your brand campaign metrics to its specific marketing objectives.