Calculating Word of Mouth Equity.

From McKinsey Quarterly: By looking at the impact—as well as the volume—of the word-of-mouth messages, this metric lets a marketer accurately test their effect on sales and market share for brands, individual campaigns, and companies as a whole.

通过对口碑营销所传达的信息的力度以及强度上的观察，我们发现通过该标准（如图），市场营销人员可以精确地检测WOM信息在整个品牌产品销售、市场份额（变化）、公司以个别的营销活动中所发挥的作用。