We present the results of a holistic approach to WOM research, which finds that 90% of word of mouth takes place offline, is primarily positive, is often influenced by advertising, and takes place disproportionately among influencers. We also present an approach to assess the social monetary value of customers, integrating the TalkTrack® data into agent-based simulations. We show that while random seeding of customers is effective, focusing on opinion leaders can increase profitability substantially.