A Landmark Study to Quantify the Value of WOM What is the true value of WOM, online and off, relative to other marketing and media? In June, WOMMA gathered some of the world’s leading brands and researchers and launched “Return on Word of Mouth,” a landmark study to finally answer this question, as well as ... What are WOM’s direct and indirect effects on sales compared with those of other media? How do WOM and other media enrich and amplify each other? How does all this vary by category? What are the best practices for including WOM in marketing mix models? *Participating Brands: AT&T, Discovery Communications, Intuit, PepsiCo, Weight Watchers *Researchers: Analytic Partners, Sequent Partners *Data Donors: Keller Fay Group, Converseon