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Word of Mouth Marketing Scorecard

Report includes: 1 month(s) 49 day(s), from 14.02.2009 to 04.04.2009

Name

Start value

End value

Dynamic

Contains

Word of Mouth Marketing Scorecard

49,5 %

43,89 %

-5,61 %

Reach Perspective	(54,7%, -8,48%)
Internal Operations and Outcomes Perspective	(40,9%, -10,8%)
Workforce Alignment Perspective	(44%, -15,74%)
Evaluation and Capability Perspective	(32,1%, 16,6%)

Graph for Word of Mouth Marketing Scorecard

Data for Word of Mouth Marketing Scorecard

Dates	Value
14.02.2009	49,5
21.02.2009	50,08
28.02.2009	45,27
07.03.2009	49,76
14.03.2009	57,44
21.03.2009	45,31
28.03.2009	49,31
04.04.2009	43,89

Reach Perspective

Name

Start value

End value

Dynamic

Parent

Contains

Reach Perspective

63,19 %

54,71 %

-8,48%

Word of Mouth Marketing Scorecard

Indicators

Number of Marketing Techniques Utilized

Penetration Level

Number of Networks the Organization is part of

Number of Areas Looked After *

* - Information for this metric is limited in sample report Description This group of indicators is to have an idea of how the process of WOMM proceeded so far or how is it faring now.

Graph for Reach Perspective

Data for Reach Perspective

Dates	Value	Weight
14.02.2009	63,19	3
21.02.2009	50,97	3
28.02.2009	50,32	3
07.03.2009	74,73	3
14.03.2009	58,89	3
21.03.2009	32,04	3
28.03.2009	64,36	3
04.04.2009	54,71	3

Number of Marketing Techniques Utilized

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Number of Marketing Techniques Utilized	4,332	5,212	+ 0,88	#	Maximize	Reach Perspective

Description This KPI has its value equal to the 'number of other techniques' that are put to use for giving WOMM the wanted push. Some of these include- viral marketing, influencer marketing and publicity techniques.

Graph for Number of Marketing Techniques Utilized

Data for Number of Marketing Techniques Utilized

Dates	Weight	Min	Max	Value
14.02.2009	2	2	6	4,332
21.02.2009	2	2	6	4,868
28.02.2009	2	2	6	4,98
07.03.2009	2	2	6	4,936
14.03.2009	2	2	6	3,392
21.03.2009	2	2	6	3,096
28.03.2009	2	2	6	5,316
04.04.2009	2	2	6	5,212

Penetration Level

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Penetration Level	7,714	4,15	-3,564	Score	Maximize	Reach Perspective

Description This is to have the degree to which the campaigns run and attempts made by the organization amounted the way they were supposed to be. A scale numbered from 1-10 is useful for this.

Graph for Penetration Level

Data for Penetration Level

Dates	Weight	Min	Max	Value
14.02.2009	3	1	10	7,714
21.02.2009	3	1	10	5,518
28.02.2009	3	1	10	1,54
07.03.2009	3	1	10	9,154
14.03.2009	3	1	10	4,942
21.03.2009	3	1	10	1,279
28.03.2009	3	1	10	9,73
04.04.2009	3	1	10	4,15

Number of Networks the Organization is part of

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Number of Networks the Organization is part of	4,865	2,849	-2,016	#	Maximize	Reach Perspective

Description A number of associations like WOMMA (Word of Mouth Marketing Association) and SWOM (Society for Word of Mouth) exist to offer services in the area of WOMM.

Graph for Number of Networks the Organization is part of

Data for Number of Networks the Organization is part of

Dates	Weight	Min	Max	Value
14.02.2009	3	2	5	4,865
21.02.2009	3	2	5	2,681
28.02.2009	3	2	5	3,992
07.03.2009	3	2	5	4,343
14.03.2009	3	2	5	4,619
21.03.2009	3	2	5	3,443
28.03.2009	3	2	5	3,362
04.04.2009	3	2	5	2,849

Internal Operations and Outcomes Perspective

Name

Start value

End value

Dynamic

Parent

Contains

Internal Operations and Outcomes Perspective

51,66 %

40,86 %

-10,8%

Word of Mouth Marketing Scorecard

Indicators

Customers' Touch Points Status

WOMM's Contribution in the Marketing Mix

ROI Jump due to WOMM

'Paying Compensation or Fine' Fraction *

* - Information for this metric is limited in sample report Description This is to have an idea about the way internal operations have been proceeding.

Graph for Internal Operations and Outcomes Perspective

Data for Internal Operations and Outcomes Perspective

Dates	Value	Weight
14.02.2009	51,66	3
21.02.2009	48,58	3
28.02.2009	53,59	3
07.03.2009	26,84	3
14.03.2009	37,47	3
21.03.2009	50,71	3
28.03.2009	37,4	3
04.04.2009	40,86	3

Customers' Touch Points Status

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Customers' Touch Points Status	4,915	1,081	-3,834	Score	Maximize	Internal Operations and Outcomes Perspective

Description With the expansion of customer base, the touch points or the POS (Point of Sale) at which the clients interact with the company have also witnessed similar effects. This metric shows the way company is handling this issue. The value can be had on a scale of 1-10.

Graph for Customers' Touch Points Status

Data for Customers' Touch Points Status

Dates	Weight	Min	Max	Value
14.02.2009	3	1	10	4,915
21.02.2009	3	1	10	3,475
28.02.2009	3	1	10	5,716
07.03.2009	3	1	10	1,351
14.03.2009	3	1	10	3,079
21.03.2009	3	1	10	1,027
28.03.2009	3	1	10	6,976
04.04.2009	3	1	10	1,081

WOMM's Contribution in the Marketing Mix

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	WOMM's Contribution in the Marketing Mix	20,77	37,48	+ 16,71	%	Maximize	Internal Operations and Outcomes Perspective

Description This KPI is to have WOMM's share n the organization's whole marketing mix.

Graph for WOMM's Contribution in the Marketing Mix

Data for WOMM's Contribution in the Marketing Mix

Dates	Weight	Min	Max	Value
14.02.2009	2	10	40	20,77
21.02.2009	2	10	40	28,42
28.02.2009	2	10	40	27,85
07.03.2009	2	10	40	14,47
14.03.2009	2	10	40	11,71
21.03.2009	2	10	40	37,06
28.03.2009	2	10	40	12,13
04.04.2009	2	10	40	37,48

ROI Jump due to WOMM

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	ROI Jump due to WOMM	16,16	18,096	+ 1,936	%	Maximize	Internal Operations and Outcomes Perspective

Description This indicator shows the monetary benefits brought by WOMM to the company.

Graph for ROI Jump due to WOMM

Data for ROI Jump due to WOMM

Dates	Weight	Min	Max	Value
14.02.2009	2	4	20	16,16
21.02.2009	2	4	20	12,544
28.02.2009	2	4	20	13,808
07.03.2009	2	4	20	12,912
14.03.2009	2	4	20	15,52
21.03.2009	2	4	20	13,072
28.03.2009	2	4	20	8,304
04.04.2009	2	4	20	18,096

Workforce Alignment Perspective

Name

Start value

End value

Dynamic

Parent

Contains

Workforce Alignment Perspective

59,72 %

43,98 %

-15,74%

Word of Mouth Marketing Scorecard

Indicators

Employees Training

Research Team Competence

Participation Fraction

Number of Ideation Sessions *

* - Information for this metric is limited in sample report Description This gives a bunch of metrics to take care of the employees' orientation. Consequently, the values of parameters can help in bringing the employees in better sync with the organization's objectives.

Graph for Workforce Alignment Perspective

Data for Workforce Alignment Perspective

Dates	Value	Weight
14.02.2009	59,72	2
21.02.2009	49,93	2
28.02.2009	51,48	2
07.03.2009	49,04	2
14.03.2009	59,07	2
21.03.2009	55,3	2
28.03.2009	41,27	2
04.04.2009	43,98	2

Employees Training

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Employees Training	126,3	81,1	-45,2	hrs	Maximize	Workforce Alignment Perspective

Description This gives the time devoted to equip taskforce in learning the tactics of WOMM. The value can be taken as equal to the 'number of hours' that go into training or attending conferences/ sessions related to the subject, on yearly basis.

Graph for Employees Training

Data for Employees Training

Dates	Weight	Min	Max	Value
14.02.2009	2	50	150	126,3
21.02.2009	2	50	150	65,1
28.02.2009	2	50	150	108,7
07.03.2009	2	50	150	72,7
14.03.2009	2	50	150	134,2
21.03.2009	2	50	150	142,1
28.03.2009	2	50	150	67,9
04.04.2009	2	50	150	81,1

Research Team Competence

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Research Team Competence	9,334	3,835	-5,499	Score	Maximize	Workforce Alignment Perspective

Description Before using WOMM as an effective tool, a thorough study should be carried out to figure out the reasons and requirements of such a program. This KPI reflects the capability of the team members in doing this task. A scale numbered 1-10 can be used for having the value.

Graph for Research Team Competence

Data for Research Team Competence

Dates	Weight	Min	Max	Value
14.02.2009	3	1	10	9,334
21.02.2009	3	1	10	9,091
28.02.2009	3	1	10	1,243
07.03.2009	3	1	10	1,549
14.03.2009	3	1	10	9,253
21.03.2009	3	1	10	5,437
28.03.2009	3	1	10	4,204
04.04.2009	3	1	10	3,835

Participation Fraction

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Participation Fraction	0,8616	0,8818	+ 0,0202	%	Maximize	Workforce Alignment Perspective

Description This is equal to the fraction of workforce that is involved in WOMM.

Graph for Participation Fraction

Data for Participation Fraction

Dates	Weight	Min	Max	Value
14.02.2009	3	0,8	1	0,8616
21.02.2009	3	0,8	1	0,8868
28.02.2009	3	0,8	1	0,9818
07.03.2009	3	0,8	1	0,9938
14.03.2009	3	0,8	1	0,8484
21.03.2009	3	0,8	1	0,9038
28.03.2009	3	0,8	1	0,969
04.04.2009	3	0,8	1	0,8818

Evaluation and Capability Perspective

Name

Start value

End value

Dynamic

Parent

Contains

Evaluation and Capability Perspective

15,51 %

32,11 %

+ 16,6%

Word of Mouth Marketing Scorecard

Indicators

Number of WOM Units

Number of Brand Recommendations

'Strong Recommendation' Gauging

Perception and Depth Gauging *

* - Information for this metric is limited in sample report Description This category of KPIs enables the users in assessing the process of WOMM.

Graph for Evaluation and Capability Perspective

Data for Evaluation and Capability Perspective

Dates	Value	Weight
14.02.2009	15,51	2
21.02.2009	51,15	2
28.02.2009	19	2
07.03.2009	47,39	2
14.03.2009	83,61	2
21.03.2009	47,15	2
28.03.2009	52,64	2
04.04.2009	32,11	2

Number of WOM Units

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Number of WOM Units	53,7	43,63	-10,07	#	Maximize	Evaluation and Capability Perspective

Description 'WOM unit' is a single unit of marketing. The value shows the extent to which relevant information is passed from one consumer to another.

Graph for Number of WOM Units

Data for Number of WOM Units

Dates	Weight	Min	Max	Value
14.02.2009	2	10	200	53,7
21.02.2009	2	10	200	112,6
28.02.2009	2	10	200	63,96
07.03.2009	2	10	200	184,23
14.03.2009	2	10	200	132,36
21.03.2009	2	10	200	50,85
28.03.2009	2	10	200	141,67
04.04.2009	2	10	200	43,63

Number of Brand Recommendations

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	Number of Brand Recommendations	6,75	5,07	-1,68	#	Maximize	Evaluation and Capability Perspective

Description This is to have the support being received by the company regarding the brand recommendations.

Graph for Number of Brand Recommendations

Data for Number of Brand Recommendations

Dates	Weight	Min	Max	Value
14.02.2009	3	5	15	6,75
21.02.2009	3	5	15	13,83
28.02.2009	3	5	15	8,65
07.03.2009	3	5	15	10,58
14.03.2009	3	5	15	14,84
21.03.2009	3	5	15	10,13
28.03.2009	3	5	15	12,42
04.04.2009	3	5	15	5,07

'Strong Recommendation' Gauging

	Name	Start value	End value	Dynamic	Measure units	Optimization method	Parent
	'Strong Recommendation' Gauging	70,84	87,56	+ 16,72	%	Maximize	Evaluation and Capability Perspective

Description Just being recommended is not enough. One needs to understand that only the ones that fall in the category 'strong' will serve the purpose.

Graph for 'Strong Recommendation' Gauging

Data for 'Strong Recommendation' Gauging

Dates	Weight	Min	Max	Value
14.02.2009	2	60	100	70,84
21.02.2009	2	60	100	66,48
28.02.2009	2	60	100	63,84
07.03.2009	2	60	100	84,44
14.03.2009	2	60	100	91,48
21.03.2009	2	60	100	97,64
28.03.2009	2	60	100	82,72
04.04.2009	2	60	100	87,56

Created by: AKS-Labs
Report created with Balanced Scorecard Designer at 09.03.2009 21:24:54