Speech: Susan Etlinger’s “Using Social Data to Map the Customer Journey” at SDL Conference, San Jose (Register: http://www.sdl.com/events/innovate/innovate2013-day1-program-tab2.html#10-25233)

11:15 – 12:00 – Using Social Data to Map the Customer Journey, Imperial Ballroom
Susan Etlinger, Industry Analyst, Altimeter Group

Social media has disrupted many aspects of business, not least of which is the way we understand the relationship between individuals and brands. Rather than a linear funnel, in which people move from awareness to consideration to transaction, social media provides us a lens into customer and prospective customer attitudes, behaviors and preferences at every stage of their dynamic relationship with us. But what raises the stakes even more is that social media provides customers and other constituencies with a way to share their experiences at every turn. In this session, attendees will learn:

Challenges and opportunities of using social data to understand customer attitudes and behaviors
How to map social data to the customer journey, and to existing measures for success
What insights leading organizations have uncovered about their relationships with customers, prospects and others

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