This IDC study provides guidance to IT decision makers and senior business managers in consumer-driven industries as they explore the use of social media–driven analytics. Though analytics, rightly used, can provide a useful and complex array of consumer-driven data, its incorporation into the enterprise must be done in a thoughtful, systematic fashion. This study explores the following issues:
- What benefits can socialytics offer to an enterprise?
- How does an enterprise undertake a socialytics-driven campaign?
- What technologies will we need to implement?
- What critical success factors drive a socialytics initiative?
"The disparity between the speed and strength of consumer sentiments spreading across social networks and the limits on companies' ability to track these sentiments puts these companies at risk of losing control of their brand, customer loyalty, market share, revenue, and healthy margins," says Greg Girard, program director of IDC's Merchandise Strategies and Retail Analytics program. "B2C enterprises must find new ways to understand, react to, and engage with their consumers. Social media–driven analytics offers a means to do so."
Analytic applications, Big Data analytics and discovery, Big Data decision support and automation, Customer relationship management applications, Enterprise social software, IT Buyer, Social networking, Text analytics, eCommerce