How AT&T quantified word of mouth
Stephen WhitesideWarc
Marketers intuitively know that word of mouth (WOM) is a key contributor to core brand metrics, from awareness and consideration to sales. But AT&T, the telecoms giant, has gone further than most in proving it.
"We saw that word of mouth explained over 10% of our sales volume through positive comments, and over 10% of the lost or unrealized sales volume due to negative comments," Greg Pharo, AT&T Mobility's director/market research and analysis, said on a webinar sponsored by The Keller Fay Group.
"In others words, we saw that it was...