Groundbreaking Guidebook Features Work of House Party Analytics Director

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David Smith prescribes best practices for measuring ROI of online and offline word-of-mouth.

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The Word of Mouth Marketing Association (WOMMA) has published a crucial guidebook on measuring the ROI of word-of-mouth marketing, featuring a key chapter by David Smith, House Party, Inc.’s Director of Research and Analytics.

WOMMA is the leading trade group for the burgeoning fields of word-of-mouth and social media marketing, with over 300 active member companies. While the association has long been known for its various academic contributions, WOMMA’s latest guidebook, titled Solving the ROI Riddle, is its first to concentrate on measuring the sales impact of word-of-mouth efforts.

Bridging the book’s two primary areas of focus—online and offline word-of-mouth—is the mission of its third chapter, “Combination Offline-Online Programs: In-Home Parties,” authored by Smith. Through research and case studies, Smith presents the potential challenges—and solutions—one might encounter when measuring a marketing campaign that drives word of mouth both online and off-.

“With increasing pressure on marketing budgets, measuring ROI is playing an ever greater role in marketers’ decision making,” explained Smith. “With Solving the ROI Riddle, WOMMA set out to help marketers, in a very practical way, measure the ROI of the various word of mouth marketing tactics.”

Smith has helped to shape House Party’s industry-leading measurement practices since 2007. House Party, a recognized leader in social marketing, offers a unique platform to drive unparalleled consumer engagement. By connecting brands and consumers digitally and through in-home, advocate-hosted parties, House Party crafts branded experiences and relationships that lead to broad reach, authentic word-of-mouth, and large brand and sales lifts.

Learn more about Solving the ROI Riddle, and WOMMA’s other resources, at

About House Party
Established in 2005, House Party Inc. is the leading social media marketing company that drives consumer recommendations to build brands and increase sales. The company selects brand advocates from its member-based community of over 800,000 social influencers to host thousands of parties that spread brand recommendations to millions, online and off-, for high ROI. House Party amplifies marketing initiatives by activating passionate advocates for the world’s best-loved brands, including Kraft, ConAgra, Kimberly Clark, Budweiser, Diageo, Fisher-Price, Lego, and Sony. House Party is headquartered in Irvington, NY, with offices in Chicago, San Francisco and Los Angeles. For further information, please visit

WOMMA is the leading trade association in the marketing and advertising industries that focuses on word-of-mouth, consumer-generated and social media platforms -- or marketing techniques that include buzz, viral, community, and influencer marketing, as well as brand blogging. The organization is committed to developing and maintaining appropriate ethical standards for marketers and advertisers engaging in such marketing practices, identifying meaningful measurement standards for such marketing practices, and defining "best practices" for the industry. For more information, visit

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Brittany Hohl
Co-Communications, Inc.
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