How To Make Social Media Data Actionable
Social media provides a means by which customer intelligence professionals and strategic marketers can tap a wealth of new data to guide their decisions and actions. However, getting at actionable insight can prove to be difficult and questionable without considering several important factors.
To help bring clarity to this process, Neil Patil of Overtone, Inc., and Zach Hofer-Shall of Forrester Research, Inc., will discuss the Forrester framework designed to help marketers harness social media data and turn it into actionable customer insights. Forrester calls this the four P’s of Social Intelligence: People, Purpose, Platform and Process.
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