When talk among marketers turns to measuring word-of-mouth (WOM), most of the discussion involves the digital space, specifically monitoring chatter on blogs, social networks, etc. But with studies showing that more than 90% of all WOM activities takes place offline, are marketers focusing on the right numbers to give true insight into marketing performance and brand health?

The recent article “Word-of-Mouth: What you Should be Measuring” from MarketingNPV Journal examines key considerations for marketing measurement efforts for both online and offline WOM, and discusses key considerations for developing a marketing measurement framework for WOM.

“Measuring online WOM is a good start, but just because it’s highly measurable does not mean that it should be the sole focus”, offers Pat LaPointe, Managing Editor of MarketingNPV Journal. “Measuring marketing has never been an ‘easy’ endeavor. It is critical for marketing success to focus on all areas that provide real insight into marketing effectiveness. Offline WOM is one such area.”

Discussion of the current strategies for online and offline marketing measurement are considered, along with important take-aways to keep in mind as you develop your own marketing measurement strategy for WOM.

For the complete article visit MarketingNPV.com  where you can also view and download for FREE five full years of in-depth articles, webcasts, and blogs all focusing on the topic of measuring marketing.

MarketingNPV is a highly specialized advisory firm that links marketing expenditures to financial value creation, providing continuous improvement in the effective and efficient allocation of marketing resources. The firm uses processes and tools tuned to measure the payback on marketing investments, track the right marketing metrics, and forecast the economic impact of changes in marketing strategy or tactics. MarketingNPV maintains the world's largest online archive of articles and resources focusing on measuring marketing, and publishes MarketingNPV Journal quarterly.