How AT&T quantified word of mouth

This article explains how AT&T, the US telecoms corporation, used marketing-mix modelling to determine the value of word of mouth (WOM) to the brand and describes the strategies used to maximise its effectiveness.

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...

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