Social Data Intelligence: Integrating Social and Enterprise Data for Competitive Advantage

Research Report: Social Data Intelligence: Integrating Social and Enterprise Data for Competitive Advantage

Author: Susan Etlinger, with Jessica Groopman

Publication Date: July 25, 2013

Webinar: “Social Data Intelligence,” with Susan Etlinger, September 5, 2013; Slides also available here.

Overview

According to Altimeter Group research, the average enterprise-class company owns 178 social media accounts, while 13 departments—from marketing to customer support to legal– actively engage in social media.

Yet social media— and as a result, social data— are still largely isolated from business-critical enterprise data sourced from platforms such as Customer Relationship Management, Business Intelligence and market research.

This lack of a holistic view of social signals in the context of other enterprise and external data can lead to partially-informed decisions, missed opportunity, and increased risk and cost, as the organization makes decisions without the benefit of critical input from external constituencies.

In this Altimeter Group research report reflecting input from 34 enterprise-class organizations and technology ecosystem contributors, industry analyst Susan Etlinger lays out an imperative for Social Data Intelligence, identifying key dimensions that organizations must understand, pragmatic steps they can take toward mature integration, and how successful businesses are already using social data in the context of other critical enterprise data to drive measurable value throughout the organization.