THE ONLINE PROMOTERTM SCORE - Organizations need to understand the ROI of their WOM marketing efforts
As businesses increase their efforts to enhance online Word of Mouth, it's critical for decision makers to understand how their programs and campaigns translate to business results. MotiveQuest has worked with clients in cellular, automotive and other categories to develop a metric that ties positive online WOM to sales.
The Online Promoter Score measures the number of people online that are recommending a brand to others. The score is built on top of MotiveQuest’s industry leading sentiment tools to aggregate the total commentary of an individual about a brand and determine if that individual is an active promoter of a given brand online.
Developed in conjunction with leading academics
MotiveQuest and Northwestern University developed the Online Promoter Score as part of an on-going relationship to find insight in the voices of consumers. Using MotiveQuest tools it's possible to diagnose the key features, attributes or emotional aspirations that are driving the creation of online promoters allowing companies to feedback the drivers of positive sentiment into their marketing activities.
Strong predective relationship to sales
MotiveQuest worked with MINI and their agency BSSP to measure the impact of online promoters to sales. The analysis covered 16 months of data from January 2006 through April of 2007. The graph to the right shows the correlation the monthly change in online promoters for the previous month versus the change in sales. For example the point in the upper right is MINI’s monthly change in sales from April to May 2006 and the change in online promoters from March to April 2006. Statistical analysis gives 99.8% confidence that the metrics are positively correlated.
Use online promoter score to:
- Track organizational performance
- Uncover competitive opportunities
- Determine the return on investment in online or offline campaigns
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