Holistic Measurement: Word Of Mouth Metrics

Prompted by the increasing number of status updates on Twitter and Facebook, Millward Brown is developing digital word-of-mouth measurement tools for online campaigns. The new assessment tool will help advertisers gauge the success of ads and whether they generate consumer buzz.

The effectiveness of the ads will be gauged using metrics like awareness, brand lift, and intent to purchase. Millward Brown has partnered with Cymfony, a buzz monitor firm that examines word-of-mouth sentiments on social networks, blogs, and message forums, measuring volume and sentiment. 

Dynamic Logic tested this holistic approach on an online campaign that introduced a new product formula. Established brand metrics showed that awareness fell below the goal, while social media buzz indicated that consumers who used the new formula were pleased, signifying marketing was the problem.

[via ADWEEK]