Unleashing Growth Potential through Word of Mouth Coefficient and Associate Product Managers


Hatched by Glasp

Aug 20, 2023

3 min read


Unleashing Growth Potential through Word of Mouth Coefficient and Associate Product Managers


In today's competitive business landscape, finding effective strategies for growth is crucial. Two key concepts that can contribute to achieving sustainable growth are the Word of Mouth Coefficient and the role of Associate Product Managers. By understanding and harnessing the power of word of mouth and nurturing junior talent within organizations, companies can unlock their growth potential. In this article, we will explore the importance of the Word of Mouth Coefficient, its calculation methods, and how it can be leveraged for forecasting and influencing growth. Additionally, we will delve into the role of Associate Product Managers and how organizations can benefit from their contributions.

Understanding the Word of Mouth Coefficient:

The Word of Mouth Coefficient (WOM) is a metric that measures the influence of active users on generating new word of mouth users. By analyzing the correlation between active users and new word of mouth users, companies can gain insights into the effectiveness of their marketing and product strategies. The higher the correlation (R^2), the more reliable the WOM metric becomes for forecasting growth goals. Monitoring changes in the WOM coefficient over time allows businesses to identify the factors that impact it and make necessary adjustments.

Calculating the Word of Mouth Coefficient:

There are different levels of complexity involved in calculating the WOM coefficient, ranging from light to heavy analysis. The light version utilizes basic filters and segments in Google Analytics to define returning users and approximate word of mouth traffic. The medium version refines these definitions by considering qualifying actions of returning users. The heavy version employs econometrics and multivariate regression analyses to account for additional variables and complexities in the data. Choosing the appropriate level of analysis depends on the complexity of the marketing channel mix and the desired level of accuracy.

Actionable Advice:

  • 1. Start with the light version of calculating the WOM coefficient using Google Analytics. This will provide valuable insights even for businesses with less complicated marketing strategies.
  • 2. Experiment with different definitions of returning and new word of mouth users to find the most accurate and impactful metrics. Consider factors such as purchase behavior, specific actions taken, and source of acquisition.
  • 3. Use the R^2 metric to guide your analysis and validate the effectiveness of your WOM coefficient model. Continuously refine and improve the model to enhance accuracy and predict future levels of word of mouth.

The Role of Associate Product Managers:

As organizations mature, they often face challenges in acquiring qualified product managers. To address this, the role of Associate Product Managers is introduced. These junior talents are brought into the company and trained to become proficient product managers over time. Additionally, in cases where existing product managers have limited bandwidth, hiring associate product managers can be a cost-effective solution. By nurturing and developing junior talent, organizations can bridge the gap in their product management capabilities and drive growth.

Actionable Advice:

  • 1. Identify the need for an associate product manager by assessing the bandwidth of existing product managers and the availability of qualified talent in the market.
  • 2. Develop a structured training program to groom associate product managers into skilled product managers. Provide them with opportunities to learn and contribute to real projects under the guidance of experienced mentors.
  • 3. Consider promoting associate product managers based on tenure or other performance criteria to incentivize growth and ensure a clear career progression path.


In today's data-driven and talent-focused world, understanding and leveraging concepts like the Word of Mouth Coefficient and Associate Product Managers can significantly impact a company's growth trajectory. By analyzing the correlation between active users and new word of mouth users, businesses can forecast goals and make informed decisions to influence growth. Simultaneously, nurturing junior talent through the role of Associate Product Managers enables organizations to capture and develop promising individuals, ultimately strengthening their product management capabilities. By incorporating these strategies, companies can unlock their growth potential and stay ahead in the competitive market.

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