Brand Advocacy Matters

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

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2 Responses to Brand Advocacy Matters

  1. [...] usefully, Tom O’Brien of MotiveQuest shares the slide deck entitled ‘The Relationship between Advocacy and [...]

  2. [...] Brand Advocacy Matters: A Human Voice [...]

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