Future Proof: How do consumer conversations affect your brand?

We talk to Pepsi and Engagement Labs about the importance of word of mouth, and how it can impact sales and brand value.
14 April 2020
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J Walker Smith
J
Walker Smith

Chief Knowledge Officer, North America

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How do you measure the conversation around your brand, and what can you do with that information? Walker Smith talks to Ed Keller, CEO of Engagement Labs and Kevin Moeller, Head of Media Insights & Analytics, PepsiCo North America, about the role of word-of-mouth marketing, the importance of measuring both online and offline conversation (and how you can do that) and the applications of these insights. How do you separate the signals from the noise? How can positive (and negative) conversation about your brand or product feed into your strategy? And can you put a dollar value on word of mouth, and show its impact on ROI?

Please note: This episode was recorded prior to the COVID-19 pandemic. 

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Notes

Future Proof: The marketing podcast from Saïd Business School, Oxford University, and Kantar, the marketing insights and consulting company.

In each episode, we’ll have a frank discussion with industry experts, to help brands and business leaders navigate the changing landscape of marketing… and hopefully dispel some myths and misconceptions along the way.

Listen to all the episodes wherever you get your podcasts.

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