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    Katie Delahaye Paine (twitter: KDPaine) is the CEO and founder of KDPaine & Partners LLC and author of, Measuring Public Relationships, the data-driven communicators guide to measuring success. She also writes the first blog and the first newsletters dedicated entirely to measurement and accountability. In the last two decades, she and her firm have listened to millions of conversations, analyzed thousands of articles, and asked hundreds of question in order to help her clients better understand their relationships with their constituencies. People talk, we listen..

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« One in five marketers don't measure success | Main | Some great tips on web surveys »

January 30, 2008

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John Bell

katie - You are picking a fight with the wrong guy. I am a firm believer in the long-term value of WOM. I clearly understand the overall trend re: advertising losing SOME of its effectiveness. But the reality is that marketers need the fuel to make the right decisions about what to invest in. I believe in WOM and going to great lengths to make the solid, metrics-based business case.

As I said, I believe in the power of the Net Promoter Score and all related models. Today, marketers need a way to compare what they get from all mediums - advertising, PR, direct and WOM - to make good decisions. Ad-equivalency is one way. It makes sense as that is where the biggest budget-spend in most orgs sits. We need to step up with mature, professional metrics.

Moksh Juneja

that is what clients want? They ask for ROI in monetary terms.

Nathan Gilliatt

The WOMMA blog just syndicates content from other sources. If you want to comment (who are we kidding, "if"?), go to the source:

http://johnbell.typepad.com/weblog/2008/01/the-next-evolut.html

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