Over the next few weeks, in preparation for the Measure Up conference, we'll be highlighting conversations focusing on marketing measurement best practices in a Measure Up podcast series.

In today’s edition, Measure Up conference chair Guy Powell and Steven Groves, co-author of the recently launched book ROI of Social Media, interviewed Measure Up speaker Purush Papatla of the University of Wisconsin Milwaukee. Papatla will be presenting "How Can WE Measure WOM to Determine Whether Traditional is Helping or Hurting Social Media?" in the New Generation Marketing Mix Modeling session on Monday, June 6th at Measure Up.

For a sneak peek of the session, listen to the podcast here.

To learn more about Measure Up, visit the event webpage. Plus, follow us on twitter for exclusive industry content, continued event updates and more @MeasureUpIIR.

We hope to see you at the conference this June – Register with code MEASURE11BLOG for 15% off the standard rate. Register here.