Abstract:

This paper addresses the incorporation of Word of Mouth (WOM) measurement into the TouchPoints multi-media database. It allows investigation of the most effective means of reaching groups to effectively schedule paid and owned media to drive earned media exposure. The data also gives guidance into the type of channels that the earned media will be delivered through, with details about specific conversations at the category and brand level, allowing for analyses of how much conversation specific brands are generating, the polarity of their conversations, and the forces that help drive conversation.