Keller Fay Group Collaborates with Nielsen to Create New Digital Advertising Segments NEW YORK, June 2, 2015 /PRNewswire/ — Word of mouth experts the Keller Fay Group today announced the creation of Word of Mouth Influencer Segments in collaboration with Nielsen. The Word of Mouth Influencer Segments are now available through Nielsen Audience Segments and will enable advertisers to reach audiences most likely to amplify their marketing efforts. The solution leverages consumer online activity, as measured by Nielsen, with consumer conversations about products, services and brands from Keller Fay’s TalkTrack® – the most comprehensive ongoing study of word of mouth. READ FULL RELEASE

Keller Fay data has often been used to illustrate how digital marketing and media activity can drive offline conversation (& other real-world outcomes). Yet some marketers still struggle to fully understand online/offline interactions, and continue to evaluate the impact of digital advertising entirely via online metrics. A new. groundbreaking, research program by News UK Commercial, called Project Footprint, has shed new light on the true real-world and online impact of digital advertising, The study was conducted by Keller Fay in partnership with Comscore, providing unique, single-source measurement of exposure to digital content and offline behavior (conversation, shopping, etc.). The month-long study closely tracked the online and offline activities of 70 multi-platform subscribers to The Times in November 2014. People who saw ads on The Times were more likely to discuss

CLEVELAND (May 7, 2015) — Word-of-mouth is a massive driver of consumer decision-making, according to the “Water Cooler Report”, a new study released today by WorkPlace Impact, the leader in workplace marketing. Prepared by the Keller Fay Group, an award-winning market research company specializing in word-of-mouth (WOM) marketing and social influence, the report is the first ever to quantify and bring attention to conversations about brands that happen at work, around the proverbial water cooler. READ FULL RELEASE The Water Cooler Impact Final Press Release

One in eight word-of-mouth interactions results in consumer sales — some $6 trillion in annual consumer spending, according to a new study. The research from the Word of Mouth Marketing Association (WOMMA) — paid for by agency and brand sponsors, including AT&T, Discovery Communications, Intuit, PepsiCo and Weight Watchers — says the study was based on “sophisticated econometric modeling of sales and marketing data provided by participating brands on a confidential basis.” The study came from “consumer word of mouth” in six categories — telecommunications, food, beverage, software, personal services and television — through online and offline consumer conversations and recommendations. Read more…

Fall is Around the Corner and So Is Football. Keller Fay Reveals Which Teams are the Word of Mouth Winners The NFL preseason is upon us and on September 4th, the opening game between the Packers and Seahawks at CenturyLink Field starts the 2014 season.  With the start of a new football season, American’s will be talking, tweeting, and posting on social media sites.  Keller Fay Group is here to talk about which teams have earned the most chatter over the course of the past year, and what the trends have been. The Dallas Cowboys have been dubbed “America’s team” and whether they were winning or not, they have traditionally been the most talked about football team.  That is no longer true. The Denver Broncos and the Seattle Seahawks are

Tagged under: ,

How to Quantify the Sales Impact ROI of Word of Mouth Did you miss our complimentary webinar ?  Good news – you may still view the recording of this lively discussion with Speakers Ed Keller, CEO, Keller Fay Group and Greg Pharo, Director, Market Research and Analysis, AT&T Mobility. One of the biggest challenges facing marketers when it comes to word of mouth (WOM) and social media is a lack of ROI.  Can word of mouth advocacy be linked to business outcomes, and how strong is its impact relative to other parts of the marketing mix? In this webinar we discuss the ROI of Word of Mouth and how this measure is being tackled by AT&T and can be addressed by your business, too. Watch AT&T and Keller Fay leaders in this

How News Media Drives Conversation

Tuesday, 15 July 2014 by

A recent Brand Republic article discusses how the Guardian partners with Keller Fay to measure word of mouth in social media and offline, and shows how WOM extends audience reach for brands advertising in news media. “More and more this will become a must-have metric by marketers, and media organisations need to be able to show this and invest in ways to prove their social worth” according to The Guardian’s Commercial Director Nick Hewitt.  (Read more at http://www.brandrepublic.com/news/1302639/guardians-commercial-leader-adapting-changing-face-roi/.) Our UK MD Steve Thomson co-wrote a recent Admap article on “Print Media’s Talkability” (click link for PDF of article) with Ozoda Muminova from Guardian News & Media which provides further evidence that newspapers and other news media can make a valuable contribution to stimulating WOM for brands.  News media – especially quality newspapers such as The

By Natalie Zmuda. Published on July 10, 2014 in AdAge at http://bit.ly/1w5iGM2 It’s not just that people aren’t drinking soda — they’re not talking about it either. According to a new report out from the Keller Fay Group, word of mouth impressions for Coke, Pepsi, Dr Pepper and a slew of other soft drinks have been steadily declining since 2011. Last year, Coke ceded its most-talked-about-brand status to Apple. Since 2011, face-to-face conversations are down 6% at Coke and 9% at Pepsi. One bright spot in the soda category is Coca-Cola’s Fanta brand, which saw word-of-mouth impressions increase 11%. And during the same time, social-media conversations are up 39% for Coke and 31% for Pepsi. But social-media conversation is rising off of a small base and is still a small part of the equation. In 2013,

    We are proud to announce that Ben Schneider, Research Director at Keller Fay, has won a prestigious international research award:  The Manolo Award  (http://www.ariaalliance.org/manolo-award/) for Future Industry Leaders in the Americas.  The award is in memory of Manuel “Manolo” Barbarena, an entrepreneur who led his company to be one of the largest and most influential market research firms in Mexico and Latin America.  He died young at 48 and the award is now run by eleven national research associations across the Americas, who have decided to keep the flame of Manolo’s vision alive by enabling emerging research industry leaders across the Americas to benefit from exposure to other research cultures in countries other than their own.  Ben will be off to Latin America later this year for a two week immersion

On June 9th Universal McCann & Keller Fay Group joined together to present at the ARF Audience Measurement conference in NYC.  Speakers Graeme Hutton, SVP, Universal McCann along with Brad Fay, COO of Keller Fay, explored a new approach to media planning – looking “beyond demographics” using word of mouth (WOM) based planning.   Drawing from insights using our Nielsen TV/TalkTrack® fusion, we find that “social” TV is much more than just tentpole events or the usual programs (e.g. sports, younger female drama).  Instead, we find a wide differentiation of “social” networks and programs depending on category.  Read through this paper to see how this new approach to media planning can help marketers, agencies and media owners alike!

TOP