A new way to measure word-of-mouth marketing.

This article is challenging, Jacques Bughin, Jonathan Doogan, and Ole Jørgen Vetvikt explain the 3 forms of word of mouth, experiential, consequential, and intentional. Developing metrics around WOM is extremely difficult, some would argue its impossible and that there is no exact science.

Bughin, Doogan and Vetvikt acknowledge the challenges with owning this space, but ask you to consider; "the incremental gain from outperforming competitors with superior television ads, for example, is relatively small. That’s because all companies actively manage their traditional marketing activities and all have similar knowledge. With so few companies actively managing word of mouth—the most powerful form of marketing—the potential upside is exponentially greater."
More power to 'em.