Midway through the first day and some interesting speakers. Measurement and ethics are dominant themes - as expected. Most interesting for me so far were the results of a recent offline US WOM study by Keller Fay looking at which brands are hottest for WOM generation. The dominance of the automotive industry (4 car brands in the top 10) was really surprising to me - even more so when you consider the sample was across an even demographic of male and female. How this compares online will make for a fascinating comparison.