ChatThreads’ Founder & Chief Research Officer, Dr Walter Carl, presents offline Word of Mouth Measurement Methodology.

ChatThreads’ founder Dr Walter Carl will present his research paper “From One Generation to the Next: Measuring the Conversational Reach and Impact of Word of Mouth Social Interactions” at the Advertising Research Foundation’s (ARF) Audience [ME]asurement 3.0 Symposium in New York City June 24-25, 2008. The presentation was selected from 100 submissions and will be included in the Symposium’s Key Issues Forum. Carl is the founder and chief research officer of ChatThreads, an independent Word of Mouth measurement and analytics company started in 2007.

ChatThreads’ research comes at a good time. With more than 75% of consumers losing trust in traditional advertising messages, brands are on the search for an effective alternative to communicate with consumers. WoM marketing has proven to be an extremely influential channel but is challenged by the lack of tools to measure proof of performance. ChatThreads’ methodology, used by leading brands and Fortune 500 companies, enables marketers to quantify the ROI and reach of WoM generated across a variety of channels.

“Word of Mouth is a powerful channel, and we are excited to offer metrics and analysis that will allow marketers to evaluate its bottom-line impact,” said Laurie Cohn, ChatThreads’ president. “The ability to show return on investment will allow brands to leverage WoM in their media mix.”

To learn more about the ARF and the Audience [ME]asurement 3.0 Symposium, please visit http://www.thearf.org/.