Word-of-Mouth Research Resource Launched

The Word of Mouth Marketing Association (WOMMA) has followed up the appointment of its first Board, at the end of May, with the launch of a research-focused section for its web site. The site features a blog and email newsletter.

Aimed at both marketers and academics, the site offers the latest information on word of mouth measurement and metrics and is at www.womma.org/research .

Blog contributors include Idil Cakim of Burson-Marsteller, Laurent Flores of crmmetrix, Ed Keller of Keller Fay Group, Dina Mayzlin of the Yale School of Management and Gary Stein of AMMO Marketing.

Research will also form a significant component of the organisation's imminent event, the Word of Mouth Basic Training 2 Conference, which goes under the elegant soubriquet of WOMBAT and will be held on June 20-21 in San Francisco.

Ed Keller, Co-Chair of the WOMMA Research and Metrics Council, comments: 'We finally have tools and metrics to be able to measure consumer sentiment both online and off. Everyone is hungry for more data and insight in order to learn how word of mouth really works, and better understand how to become a part of the consumer conversation.'

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.