A holistic approach to the measurement of WOM - Its impact on consumers' decisions

This paper reports on the findings of the "talktrack" word of mouth measurement methodology, which seeks to quantify the impact of word of mouth on a firm’s profitability.

A holistic approach to the measurement of WOM – Its impact on consumers' decisions

Ed KellerKeller Fay Group, United States

Barak LibaiTel Aviv University, Israel


Numerous research studies conducted over the past few years show that word of mouth is the most important consumer touch point when it comes to decisions about products, services, and brands. Media agency Zenith Optimedia, for example, released research results in 2008 that concluded, “Recommendations from family and friends trump all other consumer touch points when it comes to influencing purchases,” according to a report on the research in the April 9,...

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