CHAPTER 5
A Matter of Patience: Measuring Word of Mouth Marketing
Measuring word of mouth is difficult and expensive. Tracking the movements of private conversations, then tying them to sales, is a task worthy of the world’s finest epidemiologists. It requires a team of mathematicians and computer scientists and experienced data analysts working full time. This is why no one in her right mind, unless she works for a $5 billon company, attempts to do it herself. And even that person will probably turn to the experts, who are the very folks I’ll introduce you to in the Appendix. These two people represent the best in word of mouth marketing measurement. ...
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