Unofficial Guide to South By Southwest 2015: Do You Know the ROI of WOM? Do You Want...

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Do You Know the ROI of WOM? Do You Want To?

Many marketers recognize that word of mouth (WOM)/earned media, online and off, is the most effective form of advertising, but precisely how effective is it? Up to now, there’s been no industry-wide, definitive study to answer that question, but the Word of Mouth Marketing Association (WOMMA) has changed all of that with its new “Return on WOM” study. We now know the ROI of WOM marketing and, more importantly, how it can be maximized for brands across a variety of categories.
This study has brought together leading brands across a variety of categories to share data and insights, and in this panel, study participants (as well as Peter Storck, Chairman of the WOMMA Research & Measurement Council) will discuss how the results finally quantify the value of earned media relative to paid/owned, and what that means for the future of WOM. This is a unique opportunity to learn what cutting-edge market-mix-modeling techniques reveal about how WOM should fit into your overall marketing mix.

View official listing on sxsw.com

Speakers

Greg Pharo

Director, Market Research & Analysis, AT&T Mobility

Greg Pharo is director of marketing analysis and research for AT&T Mobility. He leads the marketing sciences practice for the nation's leading communications company, helping AT&T optimize its return on marketing investment. His responsibilities include market mix modeling, media and pricing optimization, advertising and messaging research, attribution and social media insights. Greg received his undergraduate and MBA degrees from Emory... Read More →

Beth Rockwood

SVP, Market Resources, Discovery Communications

Beth Rockwood is Senior Vice President, Market Resources for Discovery Communications. Her team is responsible for marketplace intelligence, forecasting, and audience research for the Discovery Networks. Prior to working at Discovery, Beth worked for CBS television network in a similar role. Beth began her career at Young and Rubicam, where she was hired as a trainee and was promoted through the ranks to Exec VP Media Director.

Peter Storck

SVP Research & Analytics, House Party Inc

Peter oversees strategic research for House Party, a social marketing company that drives online and offline consumer recommendations, at scale, to build brands and increase sales. His focus at House Party is analyzing the effectiveness of word of mouth programs and helping marketers see how to use them to strengthen their marketing mix.

Edward Wild

Sr Dir, Analytics – Pepsi Beverages, PepsiCo

Edward Wild Ed holds the position of Senior Director, Analytics for Pepsi NA Beverages Company. He is responsible for all phases of consumer analytics including marketing ROI and optimization, value and price/pack analytics, consumer tracking and digital analytics. Ed leads the development of on-going marketing analytics across the portfolio of PepsiCo U.S. beverage brands. He and his team are currently focused on understanding of how to fully... Read More →

Friday March 13, 2015 12:30pm - 1:30pm
Hyatt Regency Austin Zilker Ballroom 2 208 Barton Springs Rd