Brand Management magazine’s Jan-Feb 2008 edition carries a feature from CM site coordinator Justin Kirby who offers 12 tips for would-be word-of-mouth marketers to bear in mind.

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As the old saying goes, you can’t manage what you can’t measure. However, marketing metrics aren’t exactly as easy as 1-2-3. Why is it so difficult to weigh up the pros and cons of different metrics, and compare the performance of different marketing techniques? Businesses that expect their marketing activities (and marketing staff and partners) to be accountable will be enlightened by DMC’s advice in today’s edition of iMedia Connection.

A new research report by DMC’s Justin Kirby and the LSE/LRCG’s Dr. Alain Samson was published in Admap today and can be downloaded for free for a limited time. The report reveals how UK companies are using customer advocacy metrics, and ways in which usage can be improved.

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