January Espresso Briefing: Dr Robert East on moving your WOM measurement beyond Net Promoter Score

December 10, 2009 at 1:51 pm | Posted in Events, Measurement, Research | Leave a Comment
Tags: consumer behaviour, net promoter score, professor robert east, social media measurement, wom uk, word of mouth measurement

We’re going to kick off the New Year with a corker of an event. At 8.30-10.30am, Wednesday 27th January at Guardian News & Media, Kings Place, 90 York Way, London N1 9GU, Dr Robert East, Professor of Consumer Behaviour at Kingston University, joins WOM UK to discuss: Net Promoter Score is a popular WOM measure but are there better alternatives?

Net Promoter Score is a popular WOM measure for assessing the performance of the brand/company. Along with satisfaction measures, it does predict sales growth. However NPS has several deficiencies as a measure; in particular it fails to measure negative word of mouth. With increasing interest in predicting sales, profits and equity gains, we need customer metrics that do a better job at predicting customer behaviour. In this lively morning event, Dr East will be asking:

  • Why does NPS have shortcomings as a measure for WOM?
  • What are the alternatives and why are they better?
  • What are the implications moving forward?

Dr Robert East is Professor of Consumer Behaviour at Kingston University and directs the Consumer Research Unit in the Department of Strategy, Entrepreneurship and Marketing. He is one of the world’s most authoritative and respected leaders in word of mouth, brand switching and loyalty. He is the author of numerous books and articles on consumer behaviour and his research on word of mouth has been pivotal in improving our understanding of the importance of WOM.

All our Espresso Briefings are FREE and include breakfast and networking. To register for a place please email [email protected] – members get priority booking.

Member profile: Brad Little of Nielsen Online

November 10, 2009 at 1:32 pm | Posted in Member profile | Leave a Comment
Tags: brad little, nielsen, social media measurement, WOM research, wom uk

BradVice President of WOM UK, Brad Little, brings a true global perspective to the team. Starting his career Stateside with a degree from Cornell, Brad initially focused on direct marketing before moving to Nielsen in 2001 with roles in New York and London. Currently, he leads the Industry Solutions team that works with Nielsen Online’s advertiser clients, as well as heading up the client service, research, and consulting aspects for Nielsen’s Consumer Generated Media (CGM) measurement service, BuzzMetrics.

With a focus on customized research, CGM, and audience and advertising measurement, Brad has worked with some of the largest and most progressive companies in the US and EMEA, and he is constantly developing how Nielsen’s metrics can work within the social media landscape.

And he’s a very social guy himself, regularly speaking at conferences and events for organizations like the IAB  and Ad Tech about harnessing and measuring social media as well as other areas of digital measurement. Alongside his central role in WOM UK, he’s member of the Social Media Council at the IAB.

You can read an article by Brad on consumer generated media here and follow him on Twitter here. If you want to have a chat in person, come along to our WOM Thought Leader event on November 18th or Espresso Briefing on November 24th. He’ll be the very friendly American with very blond hair.

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