In late November we shared with you the results of a groundbreaking analysis sponsored by the Word of Mouth Marketing Association (WOMMA) in partnership with leading brands such as AT&T, Pepsico, Weight Watchers, Intuit and NBC Universal. The study provides concrete proof that word of mouth and social media drive sales to a very significant degree -- $6 billion per year --  with two thirds of the impact comes from offline WOM and a third from online; and also provides new metrics to document the extent to which WOM amplifies paid media.  More details about the study can be found here.

Now, we are pleased to announce a new partnership that enables any brand that wishes to definitively understand and measure the value of word of mouth and social media, and the size and scope of the amplification WOM provides to paid media.

Joining Keller Fay in this partnership are social consultancy Converseon and the marketing analytics firm Analytic Partners.  The new solution we have launche is called Integrated Social Exploration Modeling (“ISEM”). Clients who are interested in leveraging the new solution will learn how important social influence is to purchase decisions for their business, how it interacts with other paid, earned, and owned media, and the role of online versus offline social influence.

In making the announcement of the partnership, Brad Fay noted, “The idea for this new partnership and solution was sparked by strong interest from brands who didn’t participate in the initial study wanting to benefit from similar insights into their own marketing. That naturally led to the clear need for a more complete, validated solution. For the first time brands can clearly understand and measure word of mouth in all its forms, and understand the immense value that these conversations, online and off, have on business performance.”

Analytic Partners is a global marketing consultancy firm that leverages innovative analytics to measure the impact of marketing investment on sales and other key performance indicators. Converseon is a social media research, text analytics and consulting firm. The Keller Fay Group provides word of mouth research and consulting, with a unique focus on offline conversation. All three firms are award winning and recognized as leaders in their respective fields. For more information, interested parties can contact sales@converseon.com or bfay@kellerfay.com.

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