WOM UK April Thought Leadership event: Professor Barak Libai on ‘Assessing the value of customers’ word of mouth’

April 9, 2010 at 1:05 pm | Posted in Events, Measurement, Research, Uncategorized | Leave a Comment
Tags: social media, Measurement, roi, WOM, Research, barak libai, event

Book now for the first of our great free spring events on Tuesday 27th April, which brings renowned WOM researcher and speaker Professor Barak Libai all the way from Tel Aviv to London to give his latest insights to WOM UK.

The event is being held at Grey, The Johnson Building, 77 Hatton Garden, London EC1N 8JS from 4.30pm, with the presentation at 5-6 and relaxed discussion, drinks and networking extending until 8pm. It’s essential to pre-register with Julian to reserve your place (WOM UK members get priority).

Assessing the ROI that results from customers’ word of mouth is a key challenge many marketers face today, especially given the plethora of word of mouth programs and social media investments by firms. However, most measures used are simplistic and do not necessarily capture the complex way in which social interactions turn into monetary gains. In ‘Assessing the value of customers’ word of mouth’, Prof. Libai will present the basic approaches to value customers’ word of mouth, highlight some major limitations, and discuss new approaches for understanding the “social value” of customers.

Professor Barak Libai , currently on the marketing faculty of  the Recanati Graduate School of Business, Tel Aviv University, was also Visiting Professor at the MIT Sloan School of Management from 2006-2008, and has a Ph.D. in Marketing from The University of North Carolina at Chapel Hill.  Prof. Libai’s research deals with the economic value of customers’ word of mouth, and relevant questions he examines include how different is customer  lifetime value when word of mouth is taken into account; what is the ROI of word of mouth programs; and how advertising effectiveness measurement should take social effects into account.  His research on the economic consequences of customers’ word of mouth has won prizes from The Marketing Science Institute, The American Marketing Association, the International Journal of Research in Marketing, Journal of Service Research, and ESOMAR.

This is bound to be a lively evening of thought leadership and networking, and we look forward to seeing you over a few beers. Big nod to Grey and Royal Mail for generously sponsoring the event.

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