Please note: This episode was recorded prior to the COVID-19 pandemic.
How do you measure the conversation around your brand, and what can you do with that information? Kevin Moeller, Head of Media Insights & Analytics, PepsiCo North America and Ed Keller, CEO of Engagement Labs talks with Walker Smith, Chief Knowledge Officer, Brand & Marketing at Kantar Consulting, about the role of word-of-mouth marketing, the importance of measuring both online and offline conversation (and how you can do that) and the applications of these insights. How do you separate the signals from the noise? How can positive (and negative) conversation about your brand or product feed into your strategy? And can you put a dollar value on word of mouth, and show its impact on ROI?