Nice article in AdAge about MotiveQuest work with MINI linking brand advocacy to sales.
Linking Web Buzz to Mini Sales
We spent months working with a team at Northwestern University to prove out this measure of brand advocacy – the Online Promoter ScoreTM. OPS is a powerful measure of brand advocacy because when OPS goes up, sales go up 30 days later – and visa versa.
Nice thing about OPS – it is a natural (not surveyed) measure that we can simply observe in online conversations. While it is an online measure – it reflects all of a person’s brand interactions, feelings and experience – online and off. This is an online measure of real-world brand advocacy.
More coming soon.
TO’B
[...] usefully, Tom O’Brien of MotiveQuest shares the slide deck entitled ‘The Relationship between Advocacy and [...]
[...] Brand Advocacy Matters: A Human Voice [...]