Point of View: Cash tills to water coolers

ROI models are emerging that can put a precise monetary value on each positive and negative bit of word-of-mouth for a brand.

Cash tills to water coolers

Molly Flatt


I have always found the fuss around word-of-mouth ROI bizarre. The sentiment that WOM marketing will only really take off once we're able to prove, penny for penny, the revenue it drives, is bewildering for two reasons.

First, other marketing disciplines have won huge budgets for decades without proving anything more concrete than that vague and talismanic metric of eyeballs. Second, online word-of-mouth is the most measurable phenomenon to affect brands since people started taking their opinions out from behind the walls of their living rooms and into the publicly visible plains...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands