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Leveraging Social Identity: Know and Engage Customers Better to Build More Valuable Relationships

Andrew Jones


Today, I'm happy to announce the publication of my research report, Leveraging Social Identity: Know and Engage Customers Better to Build More Valuable Relationships.


Marketing is Getting More Complex

Search, social media, and mobile devices have empowered consumers and fragmented the customer journey. Consumers complete more of the decision process before interacting with your company and increasingly expect relevant experiences when they do.

Companies Have Lots of Data But Limited Context

With the proliferation of customer data in CRM, eCommerce, web analytics, loyalty programs, and other databases, enterprises have troves of information about their customers. Yet companies often understand and engage customers in the context of their transactions, rarely as individuals.

Traditional vs. Modern Marketing


Learn About Prospects and Customers Via Social Media

Social media has played a major role in empowering consumers and compounding the complexity of today’s customer journey. Yet social media is also imbued with customer insights unavailable from other channels. Insights about interests, behaviors, and relationships can be used to improve the effectiveness of existing customer engagement methods, like email, advertising, and web content.

Many Vendors Help Throughout the Customer Lifecycle

A variety of technology vendors help companies to collect contextual insight about prospects and customers from social media. Vendors big and small, like Oracle, IBM, Salesforce, Adobe, Shoutlet, HelloWorld, NextPrinciples, and many others are helping companies leverage social insight throughout the customer lifecycle.

The Modern Marketing Process Is an Ongoing Cycle

In the report you will learn:

  • How to gain better customer insight throughout the customer lifecycle.
  • How those insights can increase key metrics across channels, like email open rates, click-throughs, and downloads.
  • How to capture relevant data and to integrate it with existing databases like your ESP, Marketing Automation, and CRM.


Additional Resources


  1. […] inroads Facebook makes in any of these areas would serve to make Facebook identity more valuable (more about Social Identity and why this is valuable in this report). The better its Social Identity data, the more valuable its ads, especially of it’s focus on […]

  2. […] open rates, subscriptions, downloads, etc.) Listening also serves as a foundation for Social Identity, and the ability to ultimately get better insights at the individual level: whether it’s for […]