Marketing Week’s Alan Mitchell has written a frank article about the Net Promoter® Score customer metrics debate, citing some findings from DMC and the LSE/LRCG, including:
"As Justin Kirby and Alain Samson point out in a recent article for Admap, there may be a big difference between an NPS of 40 derived from 70 minus 30 (70% promoters and 30% detractors) and one of 40 minus zero."

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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If there’s one resolution brands should make this year, it’s to test the waters by including widgets in their online marketing plans. DMC rants about the state of the digital marketing industry and makes the case for being bold, in today’s edition of iMedia Connection.

Advertisers are understandably keen to tap into the perceived consumer-fest of social media - but even social network owners themselves are getting this kind of contact wrong, as experienced recently by Facebook. In today’s edition of iMedia Connection, DMC discusses how marketers need to change their view of social media, if not their entire approach to marketing!

On the home page of Mad.co.uk, DMC’s MD reports on how traditional trade associations are failing to satisfy their key stakeholders - and how social media models and tools can help.
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