Research Council
Mission
Effective, industry-wide standards and metrics are the foundation of a healthy marketplace. The members of WOMMA's Research Council are the thought leaders and experts who are tackling this important challenge.
Word of mouth is a brand-new industry, and it is vital that we develop common terminology, units and measures, and tools to track the success of this growing marketplace. Members of the Council have set aside competitive differences and stepped up to build this essential foundation.
The upside: Word of mouth marketing budgets grow when this technique can be integrated into mainstream marketing plans with accountability and trackability. Word of mouth marketing goes from a cutting-edge innovation to a core professional marketing expertise when all companies can refer to word of mouth campaigns with common terms and measures.
Who Should Join
All WOMMA members are welcome to get involved in the activities of this Council. It will be of particular interest to: market research professionals, marketers who deal with the data and measurement side of their work, innovators with new techniques to include in a standard.
Current Initiatives
- Terminology Framework: Actively working to bring clarity and order to the diverse word of mouth field by developing unified nomenclature and terminology for major word of mouth techniques.
- Units and Measures Project: The objective is to increase measurability and accountability with common metrics that can be applied across all types of word of mouth execution.
- Cross-Media Project: Synchronize word of mouth standards with existing media measurement techniques, to help make word of mouth marketing a part of marketers' media plans.