We’re deep in it now.
So far we’ve talked about the importance of Gamification and Customer Experience on Social CRM in 2012 and everything we’ve talked about thusfar is devoted to what is happening on the customer side of things when creating those experiences we’ve been talking about.
This time we’re keeping customer experiences in the forefront of our minds, but we’re looking at it more internally from a research and insights point of view.
It’s hard to spend any period of time reading about social media, social insights, CRM technology and digital marketing without coming across the phrase “Return on Investment”.
Everyone wants to know exactly what they’re going to get out of spending time online (and if you’re looking to make a profit for your business, then you should), but a lot of times it’s not that simple. It’s hard to put a numerical value on human interactions and communication, but Insight Solutions are looking to do the same thing this year in 2012.
What we find is that we’re dealing with dynamic social content and constant conversations and everything’s liquid and unstable happening simultaneously in multiple channels, public and private. How do you mine for insight data correctly?
Hide and Seek, and Seek, and Seek
The go-to answer for most companies is to just shell out loads of dough and buy an analytics engine or be Ebenezer Scrooge-y and gather mediocre analytics tools from around the web.
The problem with most analytics engines is that they are completely passive in their approach to social data. They simply scour the web and find conversations based on input data and organize the unstructured data into reports, showing what has been said.
The best tools (Radian6, Attensity, and here at Jugnoo) take it step further by incorporating some sense of future insight to the data, allowing you to see how certain sections or groups act in which circumstances.
The next steps for us in Social CRM are being able to connect those powers and insights to our current CRM technologies, implementing the social aspects to them, leading the charge for further data mining within current and future customer bases.
The Future is Now
Let me stop right here and say that I’m not saying traditional analytics such as sentiment analysis, text data, business intelligent insight and the like are being replaced, rather that now they have a sort of steroid to act beside to make your entire data center stronger in regards to insights about your customers.
New analytics engines are coming out every day and it really will take a thorough understanding of your social marketing strategy to know which data sets are most important to your market segments, but here’s a couple more you can play around with to see how they fit with your company:
Coveo, Clarabridge, Allegiance, SWIX and WiseWindow
Analytics surrounding Insight Technology and Solutions are going to making their way into our lives this year and smart companies looking to improve Social CRM will be starting their search early for engines that meet their needs.
Have you found any social analytics dashboards that you feel deserved to be mentioned? Why or why not?
Thoughts?
Come back next Monday when we follow up this discussion with a discussion about Mobile sCRM.
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