Abstract: Systems and methods for predicting the efficacy of a marketing message to generate word of mouth (WOM) are disclosed. A prediction server may generate and distribute surveys to a subset of a target market group. The prediction server may then analyze the survey responses and compare the responses to past responses for marketing messages in similar product or service categories. One or more scores relating to the message's ability to generate WOM may then be computed. These scores may reflect purchase intent, message advocacy, and message amplification of the marketing message. The marketing message may then be refined based on the value of the one or more scores. The prediction server may also access in-market data in order to project volume build or equity build of a promotional item associated with the marketing message.