Assessing The Real Value of Customers Word-of-Mouth
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1. The document discusses assessing the real value of customers' word-of-mouth (WOM) marketing through social networks. 2. It argues that calculating the social value of a customer, or how much they bring through influencing others, requires considering the lifetime values of their network and how word of mouth spreads and changes values over time. 3. The author presents an approach for calculating social value using agent-based modeling of social networks to simulate how products spread and the resulting profits under different conditions.
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Assessing The Real Value of Customers Word-of-Mouth
- 1. Marketing 2.0 Conference, Paris 2010 Assessing The Real Value of Customers Word-of-Mouth BSI
- 2. Join the conversation MARKETING 2.0 CONFERENCE www.marketing2conference.com
- 3. ASSESSING THE REAL VALUE OF CUSTOMERS’ WORD–OF–MOUTH Prof. Barak Libai Prof. Barak Libai Prof. Barak Libai Tel Aviv University Marketing 2.0 Conference Paris, March 2010
- 4. Prof. Barak Libai By 2010, most mangers are informed about the power of customer word of mouth Prof. Barak Libai
- 6. Prof. Barak Libai Yet for many, the way WOM turns into ROI stays a mystery ?
- 17. Stage A- Collect data on real social networks Prof. Barak Libai