A new metric: How word of mouth translates into sales

Word of mouth can serve as a leading indicator for short-term sales, and thus represents a powerful consideration for marketers.

Marketers now can attach a tangible sales value to those digital and real-life moments when people talk about their brands.

“Nineteen percent of next week’s sales are driven by conversations,” Koen Pauwels, a professor of marketing at Northeastern University, told delegates at the 2018 CONSUMERxSCIENCE conference held by the Advertising Research Foundati

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